Clarity

April 2, 2007

I think the number one thing you need when first starting out (in anything) is clarity. I’m raising this issue because I seem to be seeing more and more people who aren’t really clear about what they want.

I mean, they think they know what they want. They want a bite-sized snickers bar. But is that really what they want? No: they want something sugary, but not so big or high in sugar content. Once they realize this, they might be happy with fruit that’s sweet tasting, whether fresh, dried or canned. Or they might actually be craving chocolate, in which case they could opt for dark chocolate, which is higher in anti-oxidants and flavinoids, and more healthy than other chocolates. They might even just be hungry, in which case any healthy, filling snack would be good enough.

Too often we get wrapped up in the details. Is this happening to you lately? Are you frustrated because something seems out of reach? Do you find yourself becoming satisfied even when you receive a substitute of what you initially wanted?

Sometimes, we achieve the greatest clarity when we manage to step back and look at the big picture.


Polarizing Brands

August 30, 2006

There’s been a lot of talk about polarizing your brand, and creating brand evangelists. Guy Kawasaki has some really great posts about brand evangelism.

A really cool post about polarizing cupcakes caught my eye this morning. 

bushcupcake.jpgI think this illustrates the point about brand evangelism perfectly: it’s different, and people talk about it. Even if they say they hate it, word spreads and reaches the ears of those who wouldn’t hate it.

Most people would never have the guts to do something like this. That’s why most brands are unobtrusive and politically correct. But the ones who take a stand on an issue are the ones which generate interest. And ultimately, revenue.


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