My old writing teacher (old as in previous. Joan's not old... pshaw...) posted this on her Consultancy's blog. Click thru the link above to see the name of the Syndrome where really bright and/or creative folks feel like Impostors. And the simple remedy. Thanks, Joan!
This article is an adaptation of a Canadian Cleantech Summit webinar.
I’m a creative director with a passion for building strong Greentech brands.
Greentech companies are an interesting study. They’re dominated by logical, linear thinkers who enable great innovation, but often fall short when it comes to building great brands.
I personally believe the world needs Greentech to succeed. By sharing my brand learning, I hope to enable a better win record in this vital sector.
Great Brands Are Intuitive
So what goes into a good brand?
Let’s step outside the tech paradigm for a moment. Way outside.
The crusaders, in my opinion, had one of the most successful brands in history.
Why?
Most would say it was the great logo. Big red cross, bright white background. But that’s confusing logo with brand.
The real brand wasn’t painted or stitched. It existed in people’s minds.
First, the mind of the knight wearing the cross. When you donned that red logo, it gave you a sense of purpose and inner strength.
And just as important, the mind of the hapless peasant who encountered that knight. The red cross inspired instant respect, or abject terror – depending on which side of the religious fence you found yourself on.
What’s important was the logo inspired these feelings intuitively.
The audience simply had a space in their head filled with perceptions of what that logo meant. And that perception was strong enough to move them to action.Great Brands Create Movement
Ad giant David Ogilvy had a wonderful quote – “When Aeschines spoke, they said, “How well he speaks.” But when Demosthenes spoke, they said, “Let us march against Philip.” I’m for Demosthenes.”
This is what powerful brands do. They incite action.
Simon Sinek talks about why some brands continue to create action, innovation, and loyalty – while others don’t.
He believes most companies know exactly What they do. They know How they do it. But they haven’t a clue Why.
Let’s take computer companies, for example. Their standard pitch goes something like:
“We make computers (What). They’re shiny and fast (How). Buy one.” Hardly inspiring.
Contrast that with Apple. A company with the same access to innovation, but a highly developed brand. They start their pitch with the Why.
“We exist to challenge the status quo in everything we do (Why). We do it by rethinking tech to surprise and amaze (How). You’ll find this in every computer we make. And phone. And music player. And TV tuner (What).”
Powerful stuff. And if you share Apple’s Why, you’d probably be happy to buy an Apple car or frying pan if they made one.
That’s the way beliefs work. Starting with Why liberates your thinking and allows you to transcend categories.
Compare this with Microsoft – the ultimate ‘What’ and ‘How’ company. They tried, and failed, to launch a competitive music player. People simply couldn’t see where they were going with it. Who would buy a music player from a computer software company?
Truth is, you’re doing it every day, with Apple.
Great Brands Start With Empathy
How do you create power like this?
Well, Steve Jobs intuitively knew what consumers were looking for. It was what inspired him.
For the rest of us, though, we need to consciously develop our empathy skills.
Empathy is the ability to see the world through someone else’s eyes.
After all, if we we don’t see eye to eye with them, how can we create something that inspires them?Clare Graves can help us get there.
Graves was a psychologist who helped us understand how people understand the world. This knowledge enables us to form empathetic bonds with them.
He defined four worldviews – absolutistic, opportunistic, humanistic, and systemic – that are particularly instructive.
Absolutistic people seek order. They have strong faith in a greater power. They believe in sacrifice today, for a reward in heaven.
It’s the predominant worldview of the politically conservative, and religiously devout.
The Opportunistic thinker, on the other hand, sees the world as a game they’re smart enough to win at. They believe they’re justified in taking advantage of those who don’t grasp the same opportunities. If things get ethically uncomfortable, they talk about ends justifying means.
Opportunistic thinkers enabled the great wealth of the 20th Century. And they’re alive and well today, personified by entrepreneurs like Donald Trump.
As a reaction to the inequities created by the Opportunist, we saw the rise of the Humanist. Humanists believe there is more to life than money. They recognize the karmic importance of treating others well. You’ll find humanists among the ranks of hippies, liberals, and ‘new agers’.
From the Humanists and Opportunists evolved the final worldview we want to discuss - Systemic thinkers. Systemics believe everything in the world is interconnected. Like Opportunists, they see through the veil of money. Like Humanists, they understand that there is a connection between the happiness of others and their own happiness. They also see sustainability of the planet as key to their own self-preservation. Think Richard Branson or Barack Obama.
When Worldviews Collide, Brands Fail
So now you understand the concept of worldviews.
But it’s key to understand the importance of aligning your brand with the worldview of your audience.
Let’s bring this close to home by talking about you – the greentech innovator – and your potential buyer.
You’re a creative thinker. Your buyer is probably an order driven thinker.
You’re doing this to make money, but also to make the world a better place. Your buyer is trying to keep his family, and his company safe.
You believe in unleashing a new reality. Your buyer, not so much.
In short, you’re probably a Systemic thinker. He’s probably an Absolutistic thinker.
So what does this buyer think of you?
Well, first off, he probably doesn’t trust you, because you’re not like him.
He might think you’re a bit dangerous, or unreliable. He might see your product as innovative, but risky.Now you understand why innovators have a hard time selling product.
And why you have to build a brand for your buyer that will create an empathetic bond.What would the hallmarks of that brand be?
Let me take a slice from one of the tech companies I’ve worked with. Their brand attributes, interestingly, have little to do with their technology. They are: customer service, the passion of real people, shared team vision, commitment, integrity and loyalty. Precisely the values of their best buyers. Coincidence?
Get Started
We’ve spoken about building powerful brands, and tapping empathy to inspire your buyers to action.
So how do you get started? By getting an outside perspective of your brand.
Write down the following questions.
- What’s the first thing that pops into your mind when you think of my company?
- Does my company share your beliefs?
- Do we live those beliefs every day?
I want you to ask prospective clients these questions. I’ll guarantee the answers will surprise you.
If you’d like to know what to do with the information, drop me a line. I’d be happy to provide you with thoughtstarters.
After all, we all need you to succeed.
This post about greentech has great principles for any brand with a world-improving mission.
The link here is a fun way to look at personal branding (& corporate too imho).
Although with a 3.5-month-old of our own in tow, "fun" isn't totally the word quite yet...
The fact that there's this much written about a comic book might be newsworthy enough. That says, I might grab this on Free Comic Day (yes, geeky ones, I know this one won't be free...).
David Atkins, an Alpha for Prisons Coach, thought you might be interested in viewing this excellent Genie award winning documentary. For those who want to see it on good ol' fashioned TV in Ontario, it's on TVO Wednesday April 27th at 9:00 p.m.
To (further) quote Dave:
Some of you have already seen this raw and powerful video about the root cause of approximately 70 to 80% of habitual criminal behaviour, but many more need to see it. After watching it viewers will agree that simply continually locking up many of these people on a revolving door basis doesn't serve them or society well. What is needed is appropriate counselling and healing instead of more incarceration and trails of victims in their wake. In the past ten years of volunteer prison ministry (and thousands of inmates) we have witnessed the stark reality of this truth as revealed in this documentary. We hope that this documentary will encourage those in authority/responsibility in our justice system to address this heretofore hidden matter.
In no way does this documentary excuse the habitual criminal behaviour however it does shed much needed light on the reasons/background for it. As one of the very colourful ex-offenders from the Maritimes said on the documentary: "Why doesn't society know that this is the reason for all of us jail guys!!"
I am also sending this message to others who are in the prison ministry and ex-offender aftercare and justice/corrections business in the hopes of increased awareness and action.
As the producer/director of this film said recently "I was a middle class fellow and unaccustomed to what I was learning from the seven people (reforming and transformed habitual criminals) in my film. It (this revelation of truth) was so explosive that I thought I had a piece of dynamite in each hand and didn't know what to do with it."
This collection, described as a Canadian Chicken Soup For The Soul, hits stores May 1. I'm stoked about it because my colleague Bill Bonikowsky made the cut, with his story involving a home repair and the neighbour's cat... Trying to find out if there's a Book Signing or something planned in the Vancouver area. If anyone knows anything, please let me know!...
http://hotapplecider.ca/
Click to check out this leadership post from a friend of mine. I'm reposting because it's a neat principle, and because I was on this New Guinea trip with him! The injury happened while we were apart... dare I say it was because we were apart?...
Our son Jonathan and his wife Jennifer became the proud parents of Ruby Olivia, born tonight (April 11) at 10:25 pm… 20 minutes after arriving at the hospital. She weighed in at 8 lbs. even. These photos were taken at less than two hours old.
Pardon the short email… we’re going to bed... happy and grateful for 8 healthy grandchildren.
Love,
Bill and Joy
Slowly coming to the realization about sermons at my church, that they ring truest out of anything I've experienced ever in my life in church. The truth they're ringing also happen to be the most accessible to people who don't go to church. Those keeping track may recognize this intro from my last post: it actually applies better to this post.
Dr. Stackhouse, or Stax as Dana & I refer to him in our home, is one of the neatest theologians ever (Dana also refers to Stax as one of my speaker crushes, and I do not deny). I may be reading into the situation, but I suspect this is a message he'd love for lots of people to hear as a "before you go any further" message: if you are ever inclined to use scripture and say "this is true", or if you wonder about what Christians mean (or could or should mean) when they say "this is true".
A little ironic that this post is up on April Fool's Day.
But barely. And after noon.
Slowly coming to the realization about sermons at my church, that they ring truest out of anything I've experienced ever in my life in church. The truth they're ringing also happen to be the most accessible to people who don't go to church. That said, this one's more for church people, addressing a great chunk of the Bible, but a chunk that's commonly misconstrued.
This one speaks to the current moment in life, personally and work-wise: as I'm in the thick of our first months as parents, the National Director of Alpha Canada & my employer, Shaila, is in her first weeks of a long treatment road for cryptococcal meningitis. Huh?!, you say? That's what we're all saying too. This sermon might help with some perspective.
Spoiler Alert!
Aw, who'm I kidding... I'm habitually a day to a week behind, period, and that's where I'm at with my TV viewing.
Dana & I just watched Harry's Law last night (orig. aired Monday). Quite formulaic, but formulated into an entertaining hour of TV. The end made me think of this little animation from Alpha. Yeah, it'd spoil the end if you've PVRed the episode. Altho if u equate "spoiling" with "time-saving", maybe this is a favour.
M.D. Maisey of our home church, First Baptist, set up this website containing about 70 blasts from the First Baptist preaching past. Among the standout names who've had this downtown Vancouver pulpit: NT Wright, Charles Colson, JI Packer & Leighton Ford.
I've long had the idea to post Book (p)Reviews, indeed judging books by their covers (more accurately, their covers, titles, subtitles and perhaps the blurb on the back cover or from Amazon.com).
This seems like a good place to start.
I haven't read this book yet.
Haven't got to my local bookstore to get it, and even if I were there I'm not sure I could afford it.
That said, the premise fascinates me: prominent evangelical leaders' personal "conversion narratives" on women in leadership.
And I love the title Dr. Stackhouse uses to introduce the book.
The fact that Prominent Evangelicals have Conversion in their Narratives, that alone is a lesson. So many Evangelicals seem so unteachable, it's comforting to know that we can (and likely should) still be converted, especially on a topic that's been so itchy in church history.
A note on how I hope Book (p)Reviews will work: if it shows up as a Book (p)Review, it means a thumbs-up. I like this.
It's me saying "this seems like a good idea at the time".
At this point I think just doing the ones I like will keep me pretty busy.
And there's way too much bashing on the Internet.
If this artwork touches you at all, please please click on the link above to see the whole story published on AlphaTools.ca ...it's not too long!
If you are even more pressed for time, though: artist Ray took Alpha & hosted a Bible Study while in prison. This piece won 3rd prize for sketches in a worldwide contest sponsored by Prison Fellowship International for inmates and ex-offenders. This was in association with PFI's quadrennial convocation in 2007 attended by over 1,000 prison ministry delegates from 128+ countries. The next PFI Convocation will be in late June 2011. Ray is now living happily with his family in Cornwall, ON living crime-free and intends to be a role model for his children.
Welcome to Alpha Canada's Christmas page!
The stories collected here at this time in 2010 remind us of how God is good, all the time.
Each life here was touched by Jesus through the Alpha experience.
Check back soon for more stories!Alpha intro by Shaila
Patsy
Brian
Rebecca
Wendy
Claude (English)
Claude (en français)
Jessica & Steve
Jasdeep
Missie
Marco
A Prayer by Pastor Tim MacIntosh
Can you believe it's December already? Three days in already too.
As much as I think I'm getting better at keeping deadlines in front of me and prioritizing, I still find it shocking that occasions seem to creep up on me and surprise me. I believe it's partly that I do some advance planning, shelve stuff but shelve it too long. Case in point: this Christmas story collection for Alpha Canada was on the drawing board for a while, but was still this week's mad scramble for me here as Communications Director for Alpha Ministries Canada.
That said, it's been a great first few months here and the team here helps me stay on task. Hence we got this web page done within a reasonably acceptable timeframe.
I must give props to everyone who shared these stories here: Patsy, Brian, Rebecca, Wendy, Claude, Jessica & Steve, Jasdeep, Missie, Marco, my boss Shaila and Pastor Tim MacIntosh.
Also, my colleagues Bill "BillBo" Bonikowsky, Alayne Campbell, Claudia Leopold, and all the testimony referrers... we honestly could not have done this without the whole team here.
What a week.
Busy spreading some good news.
Not a bad way to be.
Saw a few headlines this morning that were still referencing Hallowe'en. It felt so yesterday.
This is my last day at First Baptist Church Vancouver as Communications dude.
And the attached is something I was playing around with (that I also forgot to back up in any other way).
The blog is kinda handy for this sort of thing.
They didn't let me make this the poster for this Grace Chan concert.
I'm not sure why... (kidding...)
This piece was the fruit of a community working together on it:
Darrell, Darrell's assistant Carolyn Vanderheide, and my old Art Director partner David Yu.
Getting a bit nostalgic in my last week here, hoping our upcoming church "seasons" can be as well voiced.
Another PDF from the favourite file, from the July 11 Service (it just surfaced).
I may look back on these with nostalgia now that I'm closing in on my last days at First Baptist.
The Splendo(u)r has died.
Hopefully this post will link back to the article from Cleveland NewsRadio.
This is the guy from the movie (http://www.imdb.com/title/tt0305206/) and comicbook American Splendor.
I have the DVD if anyone wants to borrow. I consider the role of Paul Giamatti's life.
I'm a bit choked up.
And slightly weirded out: story reported on my wife's birthday, and Harvey has the same birthday as me.
I've accepted the role as Director of Communications for Alpha Canada.
http://www.alphacanada.org/
I'd like to thank God, my Mom... oh gosh there are too many of you...
Looking forward to coordinating some communications for something that is in itself a communications movement.
Plus everyone I met in the office in Richmond seemed fun when I met them.
I hope they weren't pretending.
Lookit what the guy handing out the Metro at Burrard & Robson gave me as well: a year's supply of cologne! (at the rate I go. Seriously, those who know me, when have I ever smelled like I use this stuff. And honestly, do you think I should. Break it to me gently, folks...).
I hope to make an official announcement here, probably Monday.
If I don't get to it and you're anxious about it, drop me a quickie line...
I've kept a file at church that I called My Favourite File.
It was handed down to me.
It may in fact be the best handing-down of something we've done in the church's office environment.
Anyway, this is a recent sample of what we've kept.
It recently dawned on me that the Blog was a good way to post this without expressly encouraging this kind of behaviour.
If I get around to it, stay tuned for more!
And let me know if you want to see more.
Or if you DON'T.
I do wonder whether this is one of those uses of blog that gets one in trouble. Maybe.
However, here goes: I have this in my office now. Those who can figure out what this means MAY start to request use of it. But you don't have to. Really.
Prince coming to town was front page news for Regina.
