No "20/20 hindsight" jokes. Just clear, concise suggestions, axioms and guidance for any business and brand's success in 2020 and beyond. Share all you like.

1. su ccessfu l b ra n d ın g
a n d co rp o ra te cu ltu re
ın a w o rld w h ere n o o n e
b elıeves a n yth ın g a n ym o re.
F O R C E O s C O O s C M O s C C O s
th e 110 1 e x p e rim e n t
P R E S E N T E D B Y
.
.
. .
n ew 2 0 2 0 ed itio n

2. b eca u se w e k n o w h o w to m a k e p eo p le
lo ve w o rk ın g w h ere th ey d o
a n d w e k n o w h o w to m a k e p eo p le
lo ve th a t co m p a n y,ıts b ra n d ,
a n d p u rch a se ıts p ro d u cts a n d servıces.
B U T D O N ’T D E S P A IR
.
.
. .

3. F IR S T T H E B A D N E W S
w e a re ın a “ p o st-fa ctu a l w o rld ”
exp erıen cın g a ra p ıd ero sıo n
o f tru st,b elıef a n d va lu e
ın a ll vıd eo co n ten t,n ew s a n d b ra n d s.
w e a re a ll to b la m e.
so let’s a ll g et o n w ıth th e so lu tıo n s.
.
. .
. .
. .
.
..

4. m a xım ıze th e p o sıtıve p o ten tıa l o f yo u r
h u m a n cu ltu re – b eca u se th a t ıs th e rea l b ra n d .
u se yo u r b ra n d ,p ro d u cts a n d servıces
to m a k e p eo p le’s d a y – w ıth every m o m en t,
ex p erıen ce,p ıx el,w o rd a n d ım a g e.
d o n ’t b e a fra ıd to stır u p so m e sh ıt.
tru st in tv.
b u ild a stro n g fo u n d a tio n a n d p u t a lig h th o u se o n it.
T H E F IV E K E Y IN S IG H T S / S U G G E S T IO N S
1
4
5
2
3
.
.
.
. .
.
.
. .
.
.
..
n ew !
n ew !

5. - u n co ver a n d m a xım ıze
u n ta p p ed ,tru e,p o sıtıve b eh a vıo rs
M A X IM IZ E T H E P O S IT IV E P O T E N T IA L O F Y O U R H U M A N C U L T U R E
W e h ave alw ay s d isco ve re d valu ab le e n e rg y w h e n w e p ro b e b e y o n d jo b d e scrip tio n s
an d u n co ve r th e d e e p e st h u m an valu e s o f life ,le g acie s,fam ily,lo ve ,d re am s,fe ars an d
p e rso n alm e an in g .
W h e n co w o rk e rs (w h e th e r o n th e asse m b ly lin e o r in C -L e ve lb o ard ro o m s) le arn ab o u t
e ach o th e r,co n se n su s g ro w s an d fo r u s,criticalin sig h ts ab o u t th e e sse n ce o f th e b u sin e ss
an d b ran d e m e rg e .O fte n ,th e se d e e p h u m an sto rie s b e co m e th e e x te rn alb u sin e ss an d
b ran d co m m u n icatio n s w ith stag g e rin g ly p ro i tab le re su lts.
2 1 st C e n tu ry su cce ss re q u ire s i n an cial,e th ical,so cialan d cu ltu ralatte n tio n .
A n d it’s so re m ark ab le w h at h ap p e n s w h e n w e allatte n d to b asic h u m an h ap p in e ss in
e ve ry asp e ct o f a b u sin e ss,cu ltu re an d b ran d .
1
. .
.. .

6. - everyth ın g yo u d o ıs yo u r b ra n d a n d everyth ın g
yo u d o ıs a m o m en t to tu rn so m eth ın g m u n d a n e
ın to so m eth ın g a m a zın g
U S E Y O U R B R A N D , P R O D U C T S A N D S E R V IC E S T O M A K E P E O P L E ’S D A Y
W e ro u tin e ly n o tice se ve ralk e y m isse d o p p o rtu n itie s in m o st g lo b alan d lo calb ran d tactics.
• W h y d o w e b site s ro m an ce th e vie w e r at th e b e g in n in g an d d u rin g p e ru salb u t afte r
th e o rd e r is p lace d ,th e th rillis g o n e ?
• W h y are lo g -in an d p assw o rd b o x e s d e vo id o f re alb ran d in g ?
• P ack ag in g ,e ve ry d e taila cu sto m e r se e s,se lls an d to u ch e s is an o p p o rtu n ity to
d iffe re n tiate ,se llan d b e sp e cial,m e an in g fu lo r in sp iratio n al.A sk M o o .
2
. .
.
. . .
.
.

7. - cra ft ta k es m o re tım e
a n d m a yb e n o o n e w ıll n o tıce a n yw a y
U S E Y O U R B R A N D , P R O D U C T S A N D S E R V IC E S T O M A K E P E O P L E ’S D A Y
T ru e .
F e w p e o p le n o tice an d ap p re ciate d e tails lik e n u an ce d ty p o g rap h y,artistic l o u rish e s o r
e le g an t p o e tic w ritin g .
B u t th o se w h o d o n o tice an d ap p re ciate th e m b e co m e a sp e cialk in d o f cu sto m e r o r fan o f
y o u r b ran d o r b u sin e ss.
T h e y b e co m e an e ffu sive h u m an b e in g w h o h as ju st b e e n d e e p ly im p re sse d b y o r h as ju st
falle n in lo ve w ith so m e th in g y o u p u b lish e d ,b ro ad cast,sh are d o r cre ate d .
W h at are th o se k in d s o f cu sto m e rs an d fan s w o rth to y o u ?
2
.
. .

8. - ıf yo u lo ve a n d resp ect yo u r cu sto m ers,
try sh o w ın g ıt
U S E Y O U R B R A N D , P R O D U C T S A N D S E R V IC E S T O M A K E P E O P L E ’S D A Y
T h e C an ad ian ro ck b an d R U S H h as a le g io n o f lo y al,p assio n ate ,d ie -h ard fan s th at h as
su stain e d an d g ro w n fo r w e llo ve r 4 0 y e ars.T h e y h ave fo llo w e d R U S H th ro u g h sty le ch an g e s,h air
an d w ard ro b e m ish ap s an d m o re .
W h y ? B e cau se o f d e e p in te g rity an d a ste ad fast re fu salto b e n d to o u tsid e p re ssu re s.
R U S H e ve n tru ste d th e ir fan s to th e e x te n t th at,w h e n th e ir ly rics d re w fro m G re e k
m y th o lo g y,A y n R an d ,F re n ch p h rase s an d d e e p scie n ce i ctio n an d fan tasy au th o rs,th e y sim p ly
said “w e le arn e d ab o u t th o se th in g s an d so can o u r fan s.”
T h at – d e ar C E O ,C O O ,C M O o r C C O – is p u re lo ve an d re sp e ct.
T h at l o w e d b o th w ay s.
2
.
. .

9. - n ık e.co lın k a ep ern ıck . u m ,yo u k n o w ....
D O N ’T B E A F R A ID T O S T IR U P S O M E S H IT
fro m m o n ey.cn n .co m 0 9 .1 3 .1 8
A m on g p eop le a ges 1 8 to 3 4 , 4 4 % su p p orted N ike’s d ecision to u se K a ep ern ick, w h ile 3 2 % op p osed it, a ccord in g
to a n S S R S O m n ibu s p oll p rovid ed exclu sively to C N N . In th e 3 5 -to-4 4 a ge bra cket, th e d ecision ea rn ed su p p ort
a m on g a m a jority, 5 2 % , com p a red to 3 7 % w h o w ere a ga in st it.
O ld er a d u lts w ere less su p p ortive ofth e m ove: O n ly 2 6 % ofa d u lts over 6 5 ba cked th e d ecision .
B u t th ey a re n ot N ike’s ba se. T w o-th ird s ofth e com p a n y’s sn ea ker cu stom ers a re you n ger th a n 3 5 , a ccord in g to
M a tt P ow ell, a sp orts reta il a n a lyst a t m a rket resea rch fi rm N P D G rou p .
N o w ,co u n t h o w m an y tim e s N ik e an d th e sp o o fs sh o w e d u p in y o u r F ace b o o k ,T w itte r an d L in k e d In fe e d .
B u t p le ase – d o n ’t stir it u p if y o u ’re n o t a tru e b e lie ve r in w h at y o u ’re stirrin g .A n d m ay b e if y o u ’re n o t N ik e .
3
. . .

10. - esp ecıa lly th a t tv o n o u r m o b ıle d evıces
T R U S T IN T V
F irst,p le ase u n d e rstan d th is i rst:
-n o t e ve ry th in g is a sto ry
-n o t e ve ry th in g sh o u ld b e a sto ry
-p le ase sto p say in g e ve ry th in g is a sto ry
B e cau se w e ’re h u m an b e in g s an d w e lik e w atch in g tv o n th e w allo r tv in o u r h an d .A n d b y “tv” w e m e an it
m ig h t b e a b lazin g su n se t,a crazy carto o n a d ram atic i lm o r e ve n ...an ad .A re ally,re ally,re ally g re at ad .
S o m e tim e s it’s a sto ry (b u t th in k – if allb ran d s are cre atin g sto rie s,w h y ad d y e t an o th e r sto ry to th at
o ve rcro w d e d m ix ? F o cu s in ste ad o n so m e th in g startlin g ,au d acio u s.,p ro vo cative ,sh o ck in g ly b e au tifu lab o u t
y o u r p ro d u ct,cu ltu re ,se rvice o r life itse lf.M ay b e ,ju st m ay b e ...it n e e d s to b e a sto ry. M m m aaaaay b e .
4
n ew !. . .

11. - g lo b a l b ra n d secrets fo r a n y sıze b u sın ess
B U IL D A S T R O N G F O U N D A T IO N A N D P U T A L IG H T H O U S E O N IT .
F in d o u t w h o y o u are .
D e cid e if y o u can an d w an t to b e th at fo r th e re st o f y o u r life .
E x p re ss it e ve ry d ay in ally o u d o ,in y o u r in te rn alcu ltu re ,p ractice s an d co m m u n icatio n s.
M ak e su re y o u b u ild a so lid ,h o listic fo u n d atio n o f b u sin e ss strate g y,p ractice an d b ran d e x p re ssio n .
T h is w ay ally o u r b ran d e x p re ssio n s,e x p e rie n ce s an d n e w sw o rth y actio n s re sin ate m o re p o w e rfu lly w h e n
th e y ap p e ar an d are tan g ib ly e x p re sse d sp ru n g fro m th e b e d ro ck fo u n d atio n o f y o u r d e e p e st valu e s.
M ak e su re y o u b e h ave lik e a lig h th o u se – stan d tallan d b rig h t an d le t b o ats co m e to y o u .
5
n ew !
. .

12. th ıs ıs th e p a g e a b o u t
g en x,g en y,g en z,vr,a r a n d a ı.
O H , W E A L M O S T F O R G O T
W e ’llk e e p it q u ick an d sim p le :
• Y o u n g e r p e o p le lik e to lo o k b e h in d th e cu rtain an d are n ’t im p re sse d w ith b e in g im p re sse d .
• A lln e w to o ls are ju st th at.U n tilw e allb e co m e h y b rid ro b o t/ h u m an s (an d w e su re ly w ill),
re m e m b e r th at m ag n ify in g re al,m e an in g fu lh u m an q u alitie s w illn e ve r faily o u r b u sin e ss o r b ran d .
T e ch n o lo g y as a m e an s to d azzle ,an d d e e p e n y o u r b ran d ’s e sse n tialre aso n fo r b e in g is a p o te n tially
p o w e rfu ltactic an d so m e tim e s,(so m e tim e s) th e m e d ia can b e th e m e ssag e .
.
. .

13. th ıs ıs w h a t w e b elıeve
w ıth fıerce,ın ten se p a ssıo n .
ıf yo u w a n t o u r ex p erıen ce,
exp ertıse a n d vısıo n ,
yo u k n o w w h a t to d o .
o r w e ca n h elp ın sp ıre/k ıck th e rea r en d s o f
w h o ever yo u ’re w o rk ın g w ıth n o w .
N O W , P L E A S E D O IT . O R A S K F O R H E L P
. . .
.
. .
. .
.
.
.
.
. .
.
.

14. th e110 1exp erım en t.o rg
G O O D B Y E . H E L L O .
.