”99% of ”brands” are about as inspiring, interesting, and enlightening as a cup of lukewarm tea. Which is exactly why you shouldn’t be.”
-Umair Haque

So the good news then is that it’s not that hard to be the 1%!

I asked Umair what he thought it took to be in the 1 %. He said;

”It takes thinking hard about creating authentic, enduring, ’meaningful value’ and doing stuff that matters.”

Creating meaningful value goes beyond focusing on the material transaction. It’s about building ‘intangible worth’ into everything you do because that’s what people care about now. Not, ”why do I need this thing?” but, ”is this something I care about?” or, “does this make a difference to me enough to deserve my time, attention or money?”

Meaningful value is Seth helping people to solve problems every day on his blog for over a decade. Innocent delivering joy alongside drinks. Lululemon creating a community and connections for yoga lovers. Chris showing people how they can live the life they want.

This is what the 1% looks like.

How could you be in the 1% for your readers, clients and customers?

Image by Eric Magnuson.