Category: Perspective

Brand Strategy Perspective

Good idea. Better timing.

Good ideas often fail because of bad timing. I’ve personally experienced this with a product idea, that on it’s way to being produced, got side swiped by a flailing economy.

According to Bill Gross, founder of Idealab, timing is the number one reason startups fail. In his recent TED talk, he reports that when accounting for 5 key factors: Idea, Team, Business Model, Funding, and Time – Timing was the biggest factor in success or failure. Surprisingly, idea was only the 3rd most critical factor.

His less than 10 min TED talk is worth watching…..if you have the time.

What does this mean? Here, I talk about about our perception of time being a construct of the brain and how it can be manipulated. How can something so abstract be accounted for in the generation of new ideas?

Below are a few ways to account for timing…

Relationship: Be in relationship with the world around you. Isolation runs you the risk of developing an idea that is not connected to the way people are actually living their lives.

Presence: Events are not as random as they seem. Many times we can look back and see all the clear linkages that produced our present state.

Vision: Draw linkages between people, world events and your personal experience to identify trends.

Usefulness: Aspects of the idea can be timely, while others may not be. When packaged with useless ideas, even a good idea can seem untimely.

Relevance: Answer the question, why is this idea relevant for today?

Sometimes, you may check-off all the boxes, but still have an idea that doesn’t get off the ground. The reality is, only time will tell.

 

Growth Perspective

Blank Canvas

What would you create if you were given a blank canvas for that strategy, project or idea? Where would you draw your inspiration from? What things would you need to let go of?

Many of us are working with canvas’ that have been overworked. Oftentimes, in our desire to paint a masterpiece, we try to add everything in fear of getting it wrong.

We have to be like artists when we create. Trusting that we will be inspired by the canvas as we begin to create our masterpiece. Focusing on the idea in front of us, knowing that a blank canvas offers us new possibilities.

Growth Perspective

Your next step

The only next step you can take is the one you’re sure of today. That step will influence future ones, some planned and some unaccounted for.

Thinking of all the steps required for our new project or idea can overwhelm us into a cycle of inaction, keeping us from the wisdom of what we know for sure. Plan accordingly, but in the moment, take the one step you’re sure of today.

 

Brand Strategy Brands Perspective

Recognize the strategy within reach

Many times, the answer to our problem is more available than we can perceive. An effective solution is within reach if we:

– Clarify our desired outcomes

– Understand our strengths

– Move forward with the one step we can do today

Let’s take for example….

My City wants to increase the amount of recyclables collected from each household. Seeking out new ideas from local marketing agencies, they were likely given solutions that included; a new app, marketing and educational materials, social media strategy, PR strategy, catchy campaign, web redesign and more.

Before implementing any new strategy, the City should first focus on collecting recyclables the same way they do trash.

Size difference: My recycle bin is a fourth of the size as my trash can, yet, my household recycles more than we throw away. If my recycle bin is given a quarter of the space as my trash bin, it sends the message that recycling is not as important.

Accessibility: Recycling habits should be reinforced outside my household. There are often trash cans scattered throughout the City – Recycling bins should exist next to them.

Comparison: If the City treated recycling the way they treated trash pickup, instead of treating it like a good idea, they could increase participation.

Your new initiative may need a brand strategy and campaign. But first, you have to recognize the strategies that are already within reach.

 

Growth Perspective

Commentator

Our product, service or idea can be phenomenal, and people will still have their opinion. There will always be a commentator, and their role is to comment, even when it doesn’t seem necessary. Inevitably, someone will believe the design is subpar, that the experience could be better, or idea isn’t original.

The commentator is not the problem, it’s when we follow the destructive path of believing in unjustified critiques. Most damaging, is when we create or take action with the voice of the commentator leading the way.

Instead of creating for the commentator, create from your inspired self and know that the commentator will always be there. Remembering that the most critical commentator can be the one within ourselves.

Growth Perspective

Irrationally rational

Sometimes we can be too rational. too right. Not wrong enough. It’s a waste of time imagining the world as it exist — Be irrational and imagine the world as it should exist.

Brand Strategy Brands Perspective

Be yourself, it’s the reason we showed up in the first place

Are you familiar with Tidal? It’s a subscription-based music streaming service acquired by Jay-Z and backed by other megastars. It’s competitors are Spotify, Pandora and Apple Music, but its fans do not appear to be many.

Earlier, I wrote a short blog post about how to launch. The main idea is that you can’t compromise who you really are when you decide to share your product, service or idea. We will figure you out, disconnect, and you’ll lose.

Tidal compromised, and that’s why the perception of them being unworthy of music streaming dominance is perpetuating in the minds of others. To make this point, let’s look at their launch event.

NEW YORK, NY - MARCH 30: Usher, Rihanna, Nicki Minaj, Madonna, Dead Mouse, Kanye West, Jay Z, Jason Aldean, Jack White, Daft Punk, Beyonce and Win Butler attend the Tidal launch event #TIDALforALL at Skylight at Moynihan Station on March 30, 2015 in New York City. (Photo by Kevin Mazur/Getty Images For Roc Nation)
NEW YORK, NY – MARCH 30: Usher, Rihanna, Nicki Minaj, Madonna, Dead Mouse, Kanye West, Jay Z, Jason Aldean, Jack White, Daft Punk, Beyonce and Win Butler attend the Tidal launch event #TIDALforALL at Skylight at Moynihan Station on March 30, 2015 in New York City. (Photo by Kevin Mazur/Getty Images For Roc Nation)

What’s wrong with this picture?

1. Small – These artists appear smaller on stage than you will ever see them in performance. Their body language is in direct contrast to who they are when they’re commanding a stage. When someone you know starts acting out of character, how does that make you feel?

2. Comparison – Standing on stage, there is a natural comparison that happens. This can be damaging by sacrificing the perception of someone who may not be seen as favorable as the next artist. There is a diminishing of value that takes place.

3. Team mentality – There is no “I” in team. We need our favorite artists to be individuals, not followers or part of the pack. Teams are controlled by a coach and managed by referees. The allure with celebrities, in part, is a perception of boundless freedom.

It’s all about perception…

This was Tidal’s first chance to present themselves to the world, and every decision shaped perspective. Inconsistencies here translate into perceived inconsistencies that might exist with the Tidal service.

As a comparison….

Here is a picture of Drake at the “launch party” for Apple Music. In comparison there is focus (which I talk about here) and consistency.

Drake commands the stage and Apple demands attention.

When you launch, be yourself, it’s the reason we showed up in the first place.

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