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Brand Manifesto | Part Two

November 9, 2015

Brand Manifesto | Part Two

It’s the radical idea of creating hope in a cynical world. Changing the way the world tackles poverty and building a world based on dignity.

Starts, demands, thrives and requires. Four words that are not in the vocabulary of most organizations.

Starts, as in, “here’s where we are, where few others are.” Most politicians and corporate entities can’t imagine standing with the poor. Apart from them, sure. But with them?

Demands? Demands mean making hard choices about who your competition will be and what standards you’re willing to set and be held to.

Thrives, because your organization is only worth doing if it gets to the point where it will thrive, where you will be making a difference, not merely struggling or posturing, because none of this comes easy.

I highlight a very different (but strikingly similar) document from HubSpot. The same dynamic is at work: no platitudes, merely a difficult to follow (but worth it) compass for how to move forward.

Both require the hubris of caring, of thinking big and being willing to fail if that’s what it takes to attempt the right thing.

It’s easy to write something like this (hey, even the TSA has one) but it’s incredibly difficult to live one, because it requires difficult choices and the willingness to own the outcome of your actions. If you’re going to permit loopholes, wiggle room and deniability, don’t even bother.

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