Posts Tagged ‘brand storytelling’
The Tyranny Of Checking
There are jobs, and there is work that relies on the professionals checking. We want our surgeons, pilots and firefighters to check and double check. That isn’t the kind of checking most of us do now. It seems that we’ve unintentionally made a career out of checking. We spend many hours a day checking notifications,…
Read MoreBetter By Degrees
The track and field coach Bill Bowerman spent twenty-four years training athletes at the University of Oregon to optimise their performance. Bowerman was also the co-founder of Nike, and most famously the inventor of the waffle sole running shoe (which he prototyped by pouring rubber into the family’s waffle iron). Bowerman’s innovation made the shoe…
Read MoreThe Ready And Willing
The sandwich boards positioned on the footpath. Posters pasted inside the bus shelter. A pair of charity fundraisers stationed outside the university. All marketing tactics designed with one goal in mind—to make the product, business or cause more visible. The reason our marketing falls flat is that the people we want to serve are not…
Read MoreIn Time
You don’t know for sure that the broccoli at the local organic store was grown sustainably or without pesticides, but you trust that it was and you’re happy to pay more for it. You have no proof that like the label says the bread gluten-free until long after you’ve eaten it, but you don’t question…
Read MoreThe Value Of Goals And Outcomes
We tend to think of goals and outcomes as one and the same. They’re not. Let’s say your goal is to run a marathon. Crossing the line at the end of the twenty-sixth mile is your goal. But the effect of the actions you take by trying to achieve that goal is worth more than…
Read MoreEffort, Performance And Joy
The indoor bikes at my gym have a display monitor on the front. The monitor is designed to show you how much effort you’re putting into your workout. In theory the monitor helps you to get better results. You can see how the combination of your speed and resistance increases your power output. You can…
Read MoreThe Power Of Identity In A Competitive World
Nobody who read the pre-match reports or the post-match statistics would have predicted a one-all draw. Iceland, a country with a population of 334,000, was fielding a team of semi-professional players, in their World Cup debut against Argentina, one of the world’s best footballing nations. There was no way Iceland could compete with the experience…
Read MoreWhat Successful Companies Do
Just one thing. Successful companies help people do things they want to do, so they can be who they want to be. What do the people you serve want to do? How can you help them to be who they want to be? Image by Tim Dennell
Read MoreHow Change Happens
The success of whatever we make, serve, sell or advocate for is dependent on creating and sustaining change. The same rules apply whether we’re trying to change perception or behaviour, get people to buy our software or stop using plastic straws. 7 Steps To Making Change Happen 1. Acknowledgement The problem, unmet need or dilemma…
Read MoreNot Just Anyone
Most often, the goal of our marketing is to be found. That goal dictates our marketing strategy. If you’re trying to be found, you’ll seek out opportunities to interrupt everyone, anywhere. But there is an alternative. What would it take for you to be the brand people intentionally chose? How could you become the one…
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