SP Mission 2.0 Mission 2.0
| Mission 2.0 |
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| Written by Brian Johnson | ||||||||
| Sunday, 11 January 2009 02:10 | ||||||||
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{Mission Control}
Synergy Playgrounds {SP} is a boundryless place for wonder, discovery, vision and radical innovation.
Because we live and play in a world that demands constant innovation in self and in society (professional sports, luxury brands, any organisation) to make a run at the wildly important victory.
And since we cant assume "what worked yesterday will work tomorrow" we need to build and bake agility into every energy, every step of every stage so that we out-innovate, out-maneuver and out-brand the competition as a way of life.
Because the virtuous qualities that lead to leadership and everyday innovation are not a function of position, nor disposition, they are a function of free will.
Bc brand remarkability doesn't come from an outside, best of breed agency. It comes from within.
That's why we aim to show and share in a discovery process that unleashes such synergy in people, brands and organizations that it amplifies and redefines value for all stakeholders...
Our pieces on continuing brand eduction are designed to offer a little insight.
Bc insight has to come before action
Einstein Quote the problems
The action is to draw the very building blocks that creates synergy directly into the brand-building process
you’ll get to grip the gravity of a new paradigm with a little Insight and a lot of Guidance.
You'll learn how to inspire the kind of child-like wonder that leads to discovery of boundrylessness, vision, purpose and passion.
Boundrylessness that opens the eyes, that opens the mind, that opens the heart and soul to discover vision that truly matters bc it’s what makes life worth living.
You will learn how to develop powerful market positions, become change agents, align the brand with business strategy, and build a culture of innovation. You will learn how to become a synergy playground.
Question:
why do we care?
Answer:
it's our mission: (display full mission)
Question:
why is that our mission?
Answer:
bc it is the journey that will lead us to our Vision (display full vision)
[Intro: Vision]
We aim to live such a mission bc it is what continually connects and reconnects us to the purpose and the passion that written into the hearts, minds and paradigms of our people.
we aim to live such a mission bc it guides our every energy, every step at every stage of the journey towards one vision. One dream.
Our vision at SP is to cultivate a loving, nurturing playground-like place for life-long wonder, everyday discovery, deep understanding and continual growth that leads to boundryless thinking and creative innovation in self, in society, in synergy.
To develop cultures of true purpose, cultures with clarity, cultures that transcend generations with such fillment that the distinction between work and play becomes immeasurble.
To create radical innovation with such convincing value for all stakeholders (people, brands, organizations) that SP gets to choose with whom we make little distinction between work and play with.
{Brand Infrastructure - Part 1: Insight}
What is a Brand?
Lets start with a handful of things that a brand is not.
A brand is not a logo.
(show just one picture of a famous brand)
A brand is not an identity.
(show graphic with a brand identity with a big "X" over it)
A brand is neither a product nor a service.
(show image of a product or service)
So, what exactly is a brand?
A brand is a perception, attitude or judgment or character.
It is a persons gut feeling about another person, place (organisation) or thing (product or service).
It is a persons gut feeling bc brands are defined by individuals. Not, companies, markets or publics.
It's a gut feeling bc people are emotional, intuitive beings.
In other words, a brand is not what you say it is...
It's what they say it is!
Why is the brand/ branding so important?
Trust
T=r + d (trust, reliability, delight)
Do you think a brand have a $ value?
Can it afford not to?
Prediction:
Brand will become the most powerful strategic tool since...
Correction(strikethrough): Brand is the most powerful strategic tool
Bc. people believe people more than they believe brands...
In an age of me-too products and instant communication, keeping up with the competition isn’t a winning strategy.
Today you have to out-position, out-maneuver, and out-design them.
Discover radical differentiation—the number one strategy of high-performance brands.
The new rule? When everybody zigs, zag.
Build your brand from the inside out. Build the character of your brand.
Because first we have to know all the rules of the brand... before we can break them (strike through) reinvent them... much less live them!
Problem: in most organisations strategy is separted from creativity by a wide gap.
On one side of the gap is Strategic Thinkers... On the other side of the gap is Creative Thinkers.... -analytical - intuitive -logical -emotional -linear -spacial -numerical -visual -verbal -physical
Does the left brain know what the right brain is doing?
When both sides work together, you can create synergy in a brand.
1 + 1 = 11
Brand Synergy happens when people believe that there is no ... any product, service or org for which people believe there is no substitue
Any brand can have synergy.
Even Yours.
This is how it all starts:
With Wonder:
{Wonder opens the mind to a boundryless world of possibility. It brings the left side of the brain face to face with itself, thus realizing Boundrylessness = discovery of any vision. Any vision can be realized with the right journey. The journey, the mission needs to have to have focus, focus, focus... they need . Journey is Differentiate - Focus - Innovate - Collaborate - Validate - Cultivate}
Why does it all start with wonder?
1. Because Wonder opens the mind to a boundryless world of possibility.
It stretches the imagination and encourages the discovery and evolution of everything...
from any vision to the purpose and the passion that makes it come alive.
from the tangible things that make up the material world around us like plastic, penicillin and luxury brands
to the intangible things that make up the boundryless world within us like passion, potential (worth) and imagination.
From the discovery of things like questions and failures which brings about insight and innovation,
to the discovery of purpose and new paradigms which brings about truth and wisdom.
Because the truth is that an approach to everyday discovery is thrilling!
We get to see things for the first time, all the time. We get to discover things we didn't know existed and we get to re-discover things we thought were gone.
When was the last time you saw something for the first time?
An approach to everyday discovery cultivates vision from the inside. It’s called insight
, and it gives us such clarity and ability in the moment of choice that it illuminates the path to boundryless vision.
vision is where you want to go, it is the destination.
The vision is the dream, it is the one wildly important goal of any role: astronaut... father... company... brand... team...
Our vision is to cultivate a loving, nurturing playground-like place for life-long wonder, everyday discovery, deep understanding and continual growth that leads to boundryless thinking and creative innovation in self, in society, in synergy. To develop cultures of true purpose, cultures with clarity, cultures that transcend generations with such fillment that the distinction between work and play becomes immeasurble.
To create radical innovation with such convincing value for all stakeholders (people, brands, organizations) that SP gets to choose with whom we make little distinction between work and play with. It's not two captains who take turns choosing players until everyone is assigned to one team or the other. It's new math (in edit).
"Vision without action is merely a dream. Action without vision just passes the time. Vision with action can change the world!" - Joel Arthur Barker
Discovering vision for a person, a brand, an organisation is discovering and re-discovering purpose and passion for the first time.
The process of getting to the vision becomes the mission. It is the journey.
The mission aims to guide every energy, every step at every stage of the journey towards one vision.
The mission enables the clarity to connect these actions through a principle-centerd mission statement.
bc principles have the greatest impact on the way that we think.
Think of principles as an internal compass.
The way that we think influences the way that we feel... and the way that we feel leads us to behavior eximplified in action.
The mission is the character of the brand.
the mission continually connects and reconnects us to the purpose and the passion that gets written into hearts, minds and paradigms of people, thus cultivating convincing value and fulfillment in the free will to choose committent, devotion and loyalty. (in editing...) Sustainability.
13. Our mission is to inform, infuse and ignite positivity, possibility and purpose in the hearts, minds and paradigms of people that leads to conscious living. To inspire the kind of child-like wonder that leads to discovery of boundrylessness, vision, purpose and passion. Boundrylessness that opens the eyes, that opens the mind, that opens the heart and soul to discover vision that truly matters bc it’s what makes life worth living. To unleash creative synergies in people, brands and organizations that amplifies and redefines value for all stakeholders. To show and share that the virtuous qualities that lead to leadership and everyday innovation is not a function of position nor disposition, it is a function of free will.
To realize a collective vision that’s far bigger than us, aiming to profoundly make a difference and shape generations.
-- why is the mission so important
15. SP labs makes all sorts of patented kits that will possibly be used within organizations like Google, the U.S. Military and MIT that are proven to bring about boundrylessness, wonder, creativity, vision, mission and radical innovation so that the 10,000 X's greater effectiveness becomes within our reach. Products like the wonder lever, stretchy imagination kits and so on and so forth. SPs' ""Guide to Wonder" will be published Fall 2010 and SP is currently w working President Obama to declaire the first Friday of Feburary "National Wonder Day" as well as developing cirriculum for public school systems.
Future Courses:
...because brands our built from the inside out ....slick, super sick!
Differentiation.
FACT: our brain acts as a filter to protect us from too much information
We are hard wired to notice only what's different.
So be different.
The 3 most important words in differentiating your brand
Focus
Focus
Focus
Who are you? What do you do? Why does it matter?
Unless you have compelling answers to these questions, you need more focus.
The most common reasons for not having focus is:
1. loss of focus through greed - brand extensions
2. never had focus through impatience - never developed strategic, differentiation in your brand to begin with.
Either way, if you don't have focus you may as well be selling a commodity.
Example:
Focused - Porsche = Sports Car Unfocused - Porsche = Sports Car + SUVS?
Discipline # 2: Collaborate 1+1=11
Like building a cathedral, building a brand is a collaborative project
It takes a village, a culture to build a brand
What makes up a culture
How to organise brand collaboration. There are 3 ways:
1. The one stop shop - In-House
2. The Brand Agency - Best of Breeds
3. Integrated Marketing
bc the mathmatics of collaboration is nothing less than magic.
Discipline #3
Innovate
Execution, not strategy is where the rubber meets the road
Creativity is what gives brands their traction in the market place
Why do so mnay org have trouble w creativity
bc creativity is right brained and strategey is left brained
Creative thinking
Strategic thinking
mantra for innovators "zag when others zig"
how do you know when an idea is innovative
answer: when it scares the hell out of everyone
"If at first the idea is not absurd, then there is no hope for it." - Einstein
to begin w, the brand needs a Stand Out name
distinct, brevity, appropriate, easy spelling and pron, likability/fun, extandability, protectability
a great name deserves great graphics
News Flash -- logos are dead, long live icons and avatars
{an icon is a symbol or a name that suggests a market position}
for products that sell at retail, the package is the best and last chance to make a sale
if you communicate w customers online, your website needs to follow a sequence. one that supplies users with only the information that they need instead of trying to squeeze everything on to the homepage like this slide, nad making the users do all hte work, which will undoubtly invite them to leave, when all you really had to do was ask yourself this simple question:
does our website look fat in this dress?
too many websites are bloated with irrelevent information
Discipline 4
{validation means bringing the audience into the creative process}
the old communication model was a monologue
the new communication modle is a dialogue
if your audience can't verbalize the concept, you've failed to communicate it.
validation through: distinct, emotional, memorable, deapth of meaning
discipline #5
cultivate
business is a process, not an entity
a living brand is a pattern of behavior, not a stylistic veneer.
brands are like people
bc people can change their clothes without changing their characters
brands are like people
bc brands are made up of people
success brands are controlled/cultivated via successful characters of a brand
so lets say you've done all 5 disciplines (differentiate, )
you've added the left brain to the right brain
you've zigged when the competition has zaged
you've .....
now what?
it's time to pass out the compass
what is the compass
cointinuiting brand education
it is this slidewhos
the more distributed a brand becmes, .... ............the stronger its management needs to be.
what your company needs is a cheif branding officer
the cbo forms a human bridge between logic and magic, strategy and design
you build a sustainable, competitive advantage
Take yourself back to when you were a kid.....
[About SP: Building Brands From the Inside Out]
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| Last Updated on Tuesday, 13 January 2009 05:53 |
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