Tag Archives: branding

3 Problems With Positioning Statements

The concept of positioning statements has been around for decades, however just because you know what positioning is, doesn’t mean you understand how to do it. The classic positioning statement is a fill-in-the blanks exercise where you create a single phrase that encapsulates what your offering is about relative to your competition. It usually looks something like this: There Are ...

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Start with Feeling

People ask me often about Innovation. No one has a clear definition. Innovation is one of those words that mean something different to anyone who hears it. Similar to other words that are filled with misunderstanding, such as creativity or strategy, innovation, requires a refining conversation to demystify and better understand. The first task is to name what is not ...

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14 Innovation Mistakes You Cannot Afford to Make

Do you want to create an innovation-focused culture in your organization? Are you struggling to make it a reality? Are you tired of wondering why your team’s ideas don’t always seem to pan out as originally planned? Or do your team’s problems actually stem from the idea-generating phase? There could be countless issues standing in the way of your organization’s ...

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Brand Essence: The Rock’n’Roll of Business (Part Two)

One real power of a brand is that it serves as a tuning fork for an organization, helping them quicken strategic decisions, vetting new opportunities, and making hard choices when projections are slipping away from the target. Nothing kills brand value more than short-term revenue focus. When the deafening sirens of Wall Street start signing, listening to the essence of brand can keep a company from wrecking on its own overexcited ambition. Brand is the moral DNA of an organization, and therefore it’s crucial to...

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Storytelling, the Brain & Work Culture

I love the quote by the poet Muriel Rukeyser that says “The universe is made of stories, not atoms.” Humans live for stories. We learn from stories at home, school, from friends, and also very compellingly at work. Humans within a work culture are motivated by stories. Look at the famous founding myths of HP and Apple in the garages, of Fred Smith and FedEx, and ...

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