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If You Believe 
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 1
I've seen the best brands 
of my generation destroyed by 
madness and greed. 
© 2011 Retail Voodoo, LLC. All rights reserv...
Factories and post-war prosperity 
spawning an era of hyper choice to 
the point where we now have 300 
choices of toothpa...
Design has become a shroud of 
sameness, protecting us from the 
original, the different. 
© 2011 Retail Voodoo, LLC. All ...
Business schools and marketing firms 
have chased the Four P’s of Marketing 
into the corner, stripped them naked 
and sto...
There are 300 choices of toothpaste. 
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 6
My mission is to rid the world of 
unnecessary products by helping 
breakthrough ideas dominate so 
powerfully that the pr...
Have you ever killed a brand 
just to watch it die? 
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 20...
300 choices. 
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 9
The experience economy is a 
real conversation helping people 
to commune. 
© 2011 Retail Voodoo, LLC. All rights reserved...
To be different, together. 
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 11
To disrupt consumer driven society 
and reconnect with other people. 
© 2011 Retail Voodoo, LLC. All rights reserved. Thur...
Against all business school theory, 
I believe that people will let brands 
help define them so long as you, their 
stewar...
The people have assumed control of 
your brand. 
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 1...
They want you, and your brand, 
to have morals and values. 
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June...
People look to brands to take a stand 
on issues the way previous 
generations looked to religion. 
© 2011 Retail Voodoo, ...
They willingly help ideology driven 
brands become distinctive markers 
of human identity. 
© 2011 Retail Voodoo, LLC. All...
No one is waiting to erect a 
monument to our excuses. 
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16,...
I believe design without a voice is futile. 
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 19
Ideology trumps systems. 
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 20
I believe that people look to leaders 
who are self-aware enough to 
listen without worrying what they 
will say in respon...
And that the people will follow, 
if they believe. 
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 201...
300, I say. 
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 23
Now, is your mission to sell more 
product to 18-34 year olds? 
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, ...
To increase shareholder value? 
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 25
Is your mission to line extend in 
pursuit of 2% share increase, or do 
you actually believe in something? 
© 2011 Retail ...
Are you in the business of selling 
things, or do you have a higher calling? 
© 2011 Retail Voodoo, LLC. All rights reserv...
Because if you believe – if you 
truly believe – then maybe 
we can believe, too, 
© 2011 Retail Voodoo, LLC. All rights r...
and maybe we can help reach others 
who believe… 
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 ...
and together, build a community 
of believers. 
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 30
But if your biggest goal is line extension 
– if share capture or stock price is 
keeping you up at night, 
© 2011 Retail ...
then perhaps we will have the pleasure 
of meeting on the battle field. 
© 2011 Retail Voodoo, LLC. All rights reserved. T...
Written from the cottage on the dock, somewhere in Seattle 
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June...
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 34
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If You Believe Manifesto by David Lemley

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Written by David Lemley, former Creative Director of LDC, LPK and Hornall Anderson who now presides as High Priest of Retail Voodoo.

Published in: Design, Business, Technology
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If You Believe Manifesto by David Lemley

  1. 1. If You Believe © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 1
  2. 2. I've seen the best brands of my generation destroyed by madness and greed. © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 2
  3. 3. Factories and post-war prosperity spawning an era of hyper choice to the point where we now have 300 choices of toothpaste. © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 3
  4. 4. Design has become a shroud of sameness, protecting us from the original, the different. © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 4
  5. 5. Business schools and marketing firms have chased the Four P’s of Marketing into the corner, stripped them naked and stomped them to death. © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 5
  6. 6. There are 300 choices of toothpaste. © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 6
  7. 7. My mission is to rid the world of unnecessary products by helping breakthrough ideas dominate so powerfully that the pretenders die. © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 7
  8. 8. Have you ever killed a brand just to watch it die? © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 8
  9. 9. 300 choices. © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 9
  10. 10. The experience economy is a real conversation helping people to commune. © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 10
  11. 11. To be different, together. © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 11
  12. 12. To disrupt consumer driven society and reconnect with other people. © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 12
  13. 13. Against all business school theory, I believe that people will let brands help define them so long as you, their stewards, understand the following: © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 13
  14. 14. The people have assumed control of your brand. © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 14
  15. 15. They want you, and your brand, to have morals and values. © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 15
  16. 16. People look to brands to take a stand on issues the way previous generations looked to religion. © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 16
  17. 17. They willingly help ideology driven brands become distinctive markers of human identity. © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 17
  18. 18. No one is waiting to erect a monument to our excuses. © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 18
  19. 19. I believe design without a voice is futile. © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 19
  20. 20. Ideology trumps systems. © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 20
  21. 21. I believe that people look to leaders who are self-aware enough to listen without worrying what they will say in response. © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 21
  22. 22. And that the people will follow, if they believe. © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 22
  23. 23. 300, I say. © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 23
  24. 24. Now, is your mission to sell more product to 18-34 year olds? © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 24
  25. 25. To increase shareholder value? © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 25
  26. 26. Is your mission to line extend in pursuit of 2% share increase, or do you actually believe in something? © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 26
  27. 27. Are you in the business of selling things, or do you have a higher calling? © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 27
  28. 28. Because if you believe – if you truly believe – then maybe we can believe, too, © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 28
  29. 29. and maybe we can help reach others who believe… © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 29
  30. 30. and together, build a community of believers. © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 30
  31. 31. But if your biggest goal is line extension – if share capture or stock price is keeping you up at night, © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 31
  32. 32. then perhaps we will have the pleasure of meeting on the battle field. © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 32
  33. 33. Written from the cottage on the dock, somewhere in Seattle © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 33
  34. 34. © 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 34

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