Growing a Brand. Growing a Team.

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It's natural for a brand to grow. But brand growth isn't an entitlement. Nor is it the result of launching new products and new marketing campaigns. Brand growth is the by-product of syncing the purpose, the vision, and the passion of the business with the actions of its employees.

In this presentation, John Moore shares lessons he�s learned first-hand from helping grow the Whole Foods and Starbucks brands as well as growing the teams responsible for making growth happen within those businesses. You'll learn how complacency, conservatism, and conceit will derail the growth of any brand and the growth of any team. And, you�ll leave with advice on how to instill a sense of purpose within project teams to thrive during times of change.

NOTE: This presentation was delivered at the In-HOWse Designer Conference held in Chicago on Monday, October 30.

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Growing a Brand. Growing a Team.

  1. 1. Growing a Brand. Growing a Team. John Moore
  2. 4. All healthy things grow.
  3. 9. Healthy brands grow.
  4. 10. Healthy teams grow.
  5. 11. Lack of growth indicates “poor” health.
  6. 12. Unhealthy brands don’t grow.
  7. 13. Unhealthy teams don’t grow.
  8. 14. Healthy growing brands and teams are visionary, passionate, and purposeful.
  9. 15. Being visionary isn’t predicting the future. It’s being alert to opportunities.
  10. 16. Being visionary isn’t predicting the future. It’s being alert to opportunities.
  11. 17. Visionary
  12. 18. Visionary
  13. 19. Visionary
  14. 20. Visionary
  15. 21. Visionary “ If you begin with ‘who,’ rather than ‘what,’ you can more easily adapt to a changing world.” source: Good to Great (Jim Collins, 2001)
  16. 22. Visionary “ It is better to hire people who can get you to where you want to be than people who profess to have been there before.” source: The Macintosh Way (Guy Kawasaki, 1988)
  17. 23. Passion attracts passion.
  18. 24. Passionate The passion that goes into a business can inspire the passions of those working for the business.
  19. 25. Passionate Businesses need passionate followers more than they need passionate leaders.
  20. 26. Passionate People quit people, not companies.
  21. 27. Being purposeful is about making meaning more than making money .
  22. 28. Purposeful Change the world.
  23. 29. Purposeful source: ZAG (Marty Neumeier, 2006) Our __________ is the ONLY __________ that __________ . (product category) (uniqueness) (brand name) Complete this sentence:
  24. 30. Purposeful If you went out of business tomorrow, would anyone miss you? source: Mavericks at Work (Bill Taylor & Polly LaBarre, 2006) Answer this question:
  25. 31. Purposeful Great companies get the right people on the bus. source: Good to Great (Jim Collins, 2001)
  26. 32. Purposeful The right person will hire the right people .
  27. 33. Purposeful Conscientious
  28. 34. Purposeful Conscientious Empathetic
  29. 35. Purposeful Conscientious Friendly Empathetic
  30. 36. Purposeful Conscientious Friendly Empathetic Ability
  31. 37. Purposeful Keep the Likeables.
  32. 38. Purposeful Keep the Likeables. Dump the Assholes.
  33. 39. Purposeful Assholes make themselves look good first, others second.
  34. 40. Purposeful Likeables make others look good first, themselves second.
  35. 41. Purposeful The ASSHOLE Ripple Effect versus The LIKEABLE Ripple Effect
  36. 42. Purposeful Assholes hire assholes. Likeables hire likeables. inspiration: The No Asshole Rule (Bob Sutton, 2007)
  37. 43. Purposeful No assholes. Only likeables. inspiration: The No Asshole Rule (Bob Sutton, 2007)
  38. 44. Healthy growing brands and teams avoid being complacent, conservative, and conceited.
  39. 45. Complacent brands and teams do not dare disrupt the “ good thing” going on.
  40. 47. same as it ever was
  41. 48. Complacency Repetition doesn’t make tradition.
  42. 49. Complacency Make the common uncommon.
  43. 50. Conservatism breeds decision-making based upon maintaining what you have and not growing what you could have .
  44. 51. Conservatism 60 30 10
  45. 52. Conservatism 60 30 10 Fix the Core
  46. 53. Conservatism 60 30 10 Fix the Core Expand the Core
  47. 54. Conservatism 60 30 10 Fix the Core Expand the Core Explore Beyond the Core
  48. 55. Conceit causes brands/teams to make company-centric decisions and not customer-focused decisions.
  49. 56. Conceit Listen to feedback from anyone and from everywhere.
  50. 57. Conceit Respond appropriately.
  51. 58. STOP asking … What will make our brand/team grow?
  52. 59. START asking … What is keeping our brand/team from growing?
  53. 60. Healthy brands & teams do not need gimmicks to grow. They grow naturally.

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