I’ve been sitting here in the ‘Shire (aka New Hampshire) trying to capture the visceral verve that blanketed The DO Lectures…an experience that in many ways for me is the ultimate Bonfire with Soul. Candidly, I am not sure words can adequately express the essence for what has been one of the most rewarding and inspiring adventures of my life.  Less than 100 individuals from all walks of life converging in a remote fforest in Wales and departing as one.  Quite beautiful…

Early in my talk I spoke about gratitude and abundance.  Grateful and humbled to be a part of such a wonderful event with such inspiring minds and souls.  Abundance in that The DO opens our minds and hearts to the wealth of possibility that awaits us…but of course, only if we DO.

So rather than write an endless sea of reflections (which I have already done and not surprising the list gets bigger and bigger and bigger), I thought I would take a page out of Buckminster Fuller’s play list and try to ‘do more with less’.

Here it is.  My ONE big reflection on The DO Lectures and why I would encourage all who believe in the possibility for what could be to engage in the verve and ethos of The DO.

BE FEARLESS - Ultimately, the DO is about giving permission to explore, leap, thrive and live with an unbridled joy.  It’s a place that encourages drawing outside the lines, making glorious mistakes, breaking every dang rule that binds, creating courageous conversations and recognizing that we know we are growing when we are uncomfortable.  In a world of can’t and no, there is a special place for yes and why not.  It’s called The DO…

*FYI - some amazing imagery in photos captured by many of the DOers!

http://www.flickr.com/groups/thedolectures/pool/

I am not a Futurist.  I am not even sure what a Futurist is or does.  But I can tell you one thing I feel certain about…

Tomorrow will look nothing like today.

More than simply a new type of brand, there is a new emerging zeitgeist.  It contains a collective of bonfires that are igniting a new dialogue, a new set of principles and a whole new behavior.  In many ways it is as if an old light is dying and a new light is beginning to burn bright.  I affectionately refer to this new light of bonfires as THE REAL 100 - progressive thinkers, social catalysts, entrepreneurs and pioneers who are reshaping the cultural landscape and creating positive systemic change.  They are certainly not the masses (at least not yet anyway), but they represent the harbinger of things to come.

Why the shift and what insights suggest this new ethos of light in the emerging future?  There exists a myriad of things to consider, but one thing in particular stands out.  Generation WE.  A bonfire of compassionate youth that is almost 100 million strong.  A passionate posse that will have tremendous impact on our behavior and every deliberation.

And here’s what is fascinating.  They are not like us.  In fact, they are a lot different.

•    Success is more than simply a financial number.  They have a healthy and holistic perspective on happiness that goes well beyond financial boundaries.
•    They hold environmental stewardship and social equity and justice as core tenets.
•    They embrace, love and cherish open collaboration and collectives.
•    Technology is their friend…their best friend.
•    My personal favorite.  They have essentially flipped ‘the man’ the bird and said thanks but no thanks…I’ll take the entrepreneurial route.

So what does it all mean and where does one begin?

It’s simple.  There is a revolution underfoot that is reshaping our landscape.  New principles that go well beyond being green and sustainable are giving rise to a new breed of brand and culture.  It’s about inspiration versus desperation, ethos versus tactics and leadership versus compliance.  Simple shifts in thinking are creating positive systemic change and making things happen.

So begin by inspiring an openness to adapt and evolve. Begin by opening our eyes to a new world order and possibility.  Begin by quieting our cleverness so that we can see the beauty and abundance in the blind spot. Begin by taking the time to understand the essence of Generation WE (look what it did for Obama!).  Be open to adopting new guiding principles that appeal not only to those we serve, but inspire and empower our internal culture as well.  Begin by appreciating the essence underscored in the values and principles embedded in THE REAL 100 and watch the shift happen.

THE REAL 100  / Top 10 Principles

1.    IT BEGINS INSIDE - It’s simple really.  Great bonfire brands have great cultures.  Cultures where there is purpose, vision and a palpable heartbeat that brings everyone to this common place of not work but adventure.  An environment where the best capital is human capital.  A community that promotes autonomy and accountability over micro-management.  A place that trumpets and promotes glorious mistakes because safe is indeed risky.  A place where passion meets compassion.   In essence, cultivating the inside so that we can nurture and grow the outside.

2.    GREAT BRANDS ARE A REFLECTION OF THOSE YOU SERVE - Look under the hood of THE REAL 100 and you’ll see a collection of folks that are a mirror image of those they serve.   They do not need focus groups to tell them the pulse of things.  They are the pulse of things!  The ultimate litmus test – can someone you serve meet you, your culture and your environment and feel your verve?

3.    BUILD RELATIONSHIPS, NOT THINGS - THE REAL 100 is not about buying things.  It’s about building relationships inspired by mutual respect, honesty and service.  There is a connection that you cannot find in a transaction.   Evangelists nurture your missive in a way that creates an effortless loyalty.  It takes time.  It takes hard work.  Most importantly, it requires us to hold those we serve less as consumers and more as partners.

4.    A BRAND IS A PROMISE.  KEEP IT - Like any great relationship, trust is the foundation. For THE REAL 100, trust is currency.  Sharing transparency.  Providing traceability.  Opening the onion of their brand.  Keep the promise and you will flourish.

5.    HUMANITY IN YOUR EVERY DELIBERATION - In the words of Barry Schwartz, it is imperative that we imbue a higher level of integrity and moral jazz.  Corporate responsibility is a non-negotiable.   We need humanity in our every deliberation.  The reality is that what plagues our world is not climate change, biodiversity, deforestation or market malaise, but rather a lack of appreciation for humankind.

6.    INSTANT KARMA - There is a spiritual quality embedded in THE REAL 100 and it manifests itself in a couple of ways.  The first is the recognition that cultural shifts start with us.  Not government, not large organizations, but passionate and brilliant individuals.  We alone can create the change we wish to see.  The second element is the belief that our actions affect our future lives and the lives of others. Good deeds will have a positive effect while bad deeds bring negative consequences. That said this principle speaks to the belief of an immediate concept of accountability for our actions.   We reap what we sow.

7.    CONSIDER THE WHOLE & THE EFFECT YOU WISH TO CREATE - Recognize that sustainability and green go well beyond environmental issues and include social equity and justice as well.  As Buckminster Fuller would say, ‘look at things through the widest possible context’…that way you can see the whole.  Carbon footprint, water footprint, and human footprint – they all need to be considered.

8.    RESPONSIBLE CAPITALISM - Ray Anderson (CEO Interface Global) is fond of opening his presentations with ‘I am an industrialist’ followed by an intoxicating journey of how they are making the world a better place and earning a living.  We need to stop thinking that doing the right thing and doing well is mutually exclusive.  Responsible capitalism can trumpet over the tired capitalism.  We simply need to commit in a way the two are viewed as one versus isolating them from one another.  Lastly, it’s also about growing strong versus the insatiable hangover from the last century to grow big.  It’s about being the best, not the biggest.

9.    EMBRACE GLORIOUS MISTAKES - Pioneers do not know failure, for the adventure and drive to create a new possibility is progress unto itself.  They live inspiration not desperation.  Failure?  That’s accepting the status quo.  THE REAL 100 is a collective of pioneering bold thinkers who are driven towards creating positive systemic change.  There’s a lot that they do not do well and there are missteps along the way.  But those are not failures.  Those are simply glorious mistakes that deepen the inspiration.

10.  HONESTY VERSUS PERFECTION - It’s not important to be perfect.  It’s imperative that we are honest.  We’re going to make mistakes…cool.  So when we do, let’s lose the crisis PR team and instead, speak from our heart versus the head.  Seventh Generation is a resilient and pioneering brand that has made an array or mistakes in its twenty-year history.  It also is open and honest about when it falls short.  The irony.  The Seventh Generation Nation seems to grow with every miscue.  There is nothing more profound than a sense of humility and willingness to be open about errors.

Enough said…

Imagine the ability to create a cultural shift by simply allowing folks to see the possibility…

There exists a myriad of reasons why untapped potential remains untapped, but one in particular stands out for me.  It is the inability to capture the essence and verve of what you are trying to communicate in a way that connects.  In other words, it is a big design question…HOW DO YOU GET OTHERS TO SEE WHAT YOU SEE?  How can you best optimize the possibility for what you are trying to express?  My fervent belief is that a part of the answer lies in one simple principle…SEE-FEEL-CHANGE.

I commented the other day on Twitter that every brand in the sustainability movement should invest in a film and video posse to tell their story.  Why?  The premise is simple…cultures with great ideas need to bring their story to life in a way that folks can SEE their vision.  Let them FEEL the essence of your verve and watch the CHANGE that unfolds.  As John Kotter suggests in his book The Heart of Change, one of the fundamental principles for creating shifts is SEE-FEEL-CHANGE.  Folks will be more likely to shift their thinking when they can see and feel the intention.

Consider the following examples:

1.  PARTICIPANT MEDIA - The folks at Participant Media and Film get it.   Founder Jeff Skoll understands the power and role film have played in influencing legislation and highlighted An Inconvenient Truth as the best illustration of “the power of film to make a difference.”  Their next film, Food, Inc. coming out this summer looks to be another powerful movie can move a nation.  And be sure to put Jacques Perrin’s Ocean (not a Participant Media film) on your list of must see movies.  I saw a sneak peak at TED this past year and all I can say is that for many of us we will never look at ocean in the same way…breathtaking.

2.  TED - The brilliant thing called TED - founded on the notion of Ideas Worth Spreading.  How do these ideas spread? By sharing twenty minute videos of amazing thinkers, concepts and ideas. In the time it takes to drink a cup of coffee we can be transported in a way that let’s us SEE a new world of scintillating thought.

3.  TECHNOLOGY - Got a camera and a computer?  Then watch the magic happen.  Case in point - youtube sensations Free Hugs (43 million views) and Where The Hell is Matt.  Technology is your friend and there is an abundance of platforms and technologies to let folks SEE your story.

4.  THE GIRL EFFECT - Trying to systemically eliminate the lack of opportunity for young girls in impoverished countries?  Too darn daunting to even consider unless of course you watch The NIKE Foundation video called The Girl Effect and then you SEE a new world of inspiration and hope.

5.  SETH GODIN - What’s interesting is that Seth Godin generally does not use visual elements to tell his stories, but he is incredibly adept at synthesizing complex ideas into resonant and compelling thought.  He allows us to SEE the metaphysical through words.

6.  WHERE THE WILD THINGS ARE - I never thought Where the Wild Things Are could be a movie.  Spike Jonze and the movie trailer let me SEE that what I thought was once impossible is indeed possible.

7.  SEVENTH GENERATION / BRAND CATALOG - When I was CMO at Seventh Generation we realized that we needed to continue to bring the brand to life by humanizing our intentions and product.  The team saw an opportunity to elevate our thinking by creating a simple catalog (the line was previously suggested on an excel spread sheet)…only it was not simply a catalog.  The team created a catalog inspired to be a coffee table book that shared the heartbeat of the brand and activity in a way many reps, accounts and others previously did not SEE.

8.  BIOMIMICRY - Have you ever been connected to biomimicry - nature as a mentor?  Read Janine Benyus’s book Biomimicry and you are attracted to the concept of nature.  Spend a day in the woods with Janine and you are not only attracted, but also engaged and captured by nature in a way that you SEE that nature is indeed our greatest mentor.

Ultimately it is about discovering the acupuncture point that best ignites the human spirit and allows us to SEE.  It can be done thru words, sound or visual design. That said there is an abundance of great ideas and great individuals striving to create positive systemic change.   The beauty is that creating a shift need not be expensive and complex.  The key is to discover the power of storytelling in a way that we can SEE the possibility…

The other day I finally watched Leslie Iwerks’ documentary The Pixar Story…twice.

The first time I was romanced by the amazing Pixar story.  As a father of two young daughters  I certainly love the movies, but it was behind the scenes of the company that fascinated me the most.   It’s almost too good to be true.  Nine movies, nine hits, ten Academy Awards and grossing over $2 billion in domestic sales.  Ripley’s good and incredibly inspiring.

The second time through the documentary I focused my attention on listening to the verve that gave hint to and suggested why they are so successful.  I was intrigued by the how.  What makes them so successful, time after time?  I discovered that embedded in the story of the brand are some wonderful principles for us all to consider. 

My take on the  top 10 Principles of Pixar:

1.  ATTITUDE OF A STUDENT – As a culture I sometimes think we have lost the art of listening and absorbing.  We tend to rush to solutions and judgment versus taking the time to quiet our cleverness and absorb in the way that let’s us see the true possibility.  The Pixar team was consistently asking why and what if…which inevitably led to their greatest gift…asking themselves why not?

2.  SEEK SYMBIOTIC PARTNERSHIPS - Butch had Sundance.  Fred has Ginger.  And Pixar had Disney, Tom Hanks, Steve Jobs, Tim Allen, Billy Crystal and Brad Bird.  The quick moral of this principle is that by finding the right partner you can optimize your efficiency and potential.  You need not climb the mountain alone.  In fact, discovering the right partner is encouraged.

3.  SHIFT FROM EGOSYSTEM TO ECOSYSTEM - Great teams have great chemistry.  Why?  Because they rally around the greater cause above and beyond their own personal desires.  As my friend Peter Senge often suggests, great cultures have the ability to move from an ego-system to an eco-system.  Even in their darkest days, you simply got the sense that the Pixar team was just that…a team.  A team that trusted, encouraged and believed in one another.  Beautiful. 

4.  HUMAN CAPITAL IS THE BEST CAPITAL - So often overlooked or underappreciated.  The beauty of Pixar is that they were disciplined around nurturing and cultivating the best talent across the board.  Candidly, I am not sure they would have had a tenth of the current success without the investment in brilliant individuals.  Human capital is not an expense…it is an investment.

5.  WORK FROM THE HEART v. THE HEAD - Sometimes you have ideas and thoughts that feel so damn right, but the establishment condemns the thought.  Pixar illustrates the incredible value when you have the right people and you work from the heart versus the head.  Their story is filled with moments when conventional wisdom would have said no way (e.g. 3D versus 2D animation), but their hearts suggested  yes there is a better way.  That said imagine all of the wonderful ideas we have crushed because our head and voice of cynicism said no versus what if.

6.  NOTHING STARTS WITHOUT A VISION NOTHING LASTS WITHOUT A VISION – From the onset the Pixar team believed in a vision of new possibility and new frontiers.  That vision enabled them to work through some very difficult times.  It also allowed them to partner with one of our culture’s greatest entrepreneurial spirits…Steve Jobs.  What’s most interesting is how Jobs could see the possibility in the vision while others passed.  

 7.  THE STORY DRIVES EVERYTHING – As is quite often the case with most brands, untapped potential remains just that…untapped.  Why?  There are a myriad of reasons, but one big one is that folks not only forget that the story drives everything, but they are simply awful storytellers.  Many brands lose sight of their story because they lack discipline and frameworks.  In addition, most brands run the risk of becoming stagnant because they are less than scintillating when it comes to storytelling. 

8.  CELEBRATE THE JOURNEY AND THE DESTINATION  - I loved the scenes of the documentary when the Pixar group documented the team’s reaction to small wins along the journey.  A simple thing that can have such a magnificent impact.  Inspiration and motivation fuels success…celebrate the journey!

9.  THERE’S NO SUCH THING AS AN OVERNIGHT SUCCESS – We love convenience and we love big gain with little pain.  However, if you look deep into the history of most great brands and individuals you’ll find that they were filled with dark moments, deep troughs and bumpy times.  It’s what gives the brands character, resiliency and appreciation.  It took Pixar ten long years to get to Toy Story.  Lean times (they lost $1M a year for 5 years –fortunately for them they had Steve Jobs as a believer and supporter) defined the character and values the team has today.

10.  HAVE FUN – Look at your brand’s values.  Any mention of having fun?  Probably not.  It’s a lost art of business.  The Pixar story resonated with me because you could not only see the joy they had in the journey, but you could FEEL it as well.   Having fun and loving what you do…what’s better than that?

What makes a bonfire brand? The answer is quite simple: It’s about inspiring folks in an authentic manner to join your conversation and become your evangelists.

Marty Neumeier said it best in his wonderful book Zag: The days of telling everyone you’re a great lover is over. From now on, it’s all about others telling your story for you.

So how exactly do you, the brand professional, actually accomplish that? In fact, it’s a lot like dating:

Stop talking about yourself so much. As the old Chinese proverb suggests, “the unspoken word is heard a thousand times louder than the spoken word.” So stop planning marketing and PR campaigns around every little green thing you do. It’s a waste of cash and in many instances; it can create a level of distrust and negative questions around your brand. SC Johnson telling me how green they are by creating their own green label, for example - it falls on deaf ears. You want me to connect? Have someone I respect tell me that you’re a great lover. Doing the right thing should be enough reward unto itself (forgive my altruistic ideals) and if/when others discover your goodness and share your story, well…that’s called gold.

Get in the game with social media. Your brand is officially in the hands of those you serve. So cut your marketing budget in half and invest in great human capital and better product. Yes, your marketing team will freak out and call bullshit, but once the numbness subsides, the great teams, will find energy and abundance in the necessity of thinking anew.

Choose authentic lovers. Partner with those that can tell your story. For example, look at all of the brands that benefited by having distribution with Whole Foods Market. The perception was/is that Whole Foods is the “house of goodness,” and so your mere presence suggested you were legit. In many ways, Whole Foods helped shape and define the resonance and authenticity of so many brands (including Seventh Generation). Another example would be B Corporation, fascinating new initiative that seeks to keep conversations objective via a set of comprehensive and transparent social and environmental standards.

Consider your sources. The less we listen to corporations telling us how green they are, the more likely greenwashing will diminish. That said, we should place emphasis on those we trust versus those that pitch. Paying others to tell your story is not recommended. Case in point: Sierra Club endorsing Clorox’s Green Works product line would have been cool, but discovering that Sierra Club was a paid consultant, not so cool. It created all sorts of red flags and produced more questionsthan confirmation for the authenticity and intentions of both Sierra Club and Clorox. The moral of the story - authenticity cannot be bought.

Ditch your carefully laid plans. Ad agencies better reinvent themselves fast - real fast. Brands need to build bonfires, not media plans and fancy ads.

Be flexible. The Chief Marketing Officer role needs to evolve or it will die. As I have said before, I am not sure what marketing means, but resonance and relevance is vital. That said the tired CMO job description should shift to something far more meaningful. Can I suggest Chief Trimtab, Gardener or Conversationista?

Less is more. ”Do-nothing branding” will emerge as a new trend. In other words, we will see bonfire brands grow without any traditional marketing strategies. I kid you not. One of the best things the team did at Seventh Generation was create a product catalog that mirrored a coffee table book. It brought the brand and product to life in a way that previously did not exist. It became a catalyst for discussion at the ground level. So the key for all of us going forward is to really sit and think about what will optimize resonance and relevance without any preconceptions as to what drives a brand. The cool thing is that it is a unique design question for everyone and thus, everyone can create and design on their own accord.

Natural selection. Brand Darwinism will ring true - we will see the collapse of hundreds, if not thousands, of brands based on natural selection. A logo and an idea are not enough any more (thank God!). That said, many brands will find it tough because they lack the authenticity and acumen to grow a bonfire brand. History and tradition are meaningless. It’s all about what you are doing going forward. The good news? A whole new breed of brand will emerge with stronger principles and a greater respect for authenticity.

Note:  This post originally appeared in SustainableLifeMedia (SLM)

During my first all company meeting at Seventh Generation,  I stood up as the new Chief Marketing Officer and mentioned that I had no clue about marketing (yes - a lot of folks looked in disbelief at each other saying ‘who the heck hired this guy?’), but that I did believe in building resonance, relevance and bonfires.* 

What rings louder and more true?  Saying you are going to create a marketing plan, or saying that you are going to build a plan that optimizes the resonance and relevance  between your brand and those you serve?  Initiatives informed by the latter consider the whole - you, your culture, those you serve and the greater good.  It’s a simple framework for decision-making.  Does the initiative optimize resonance and relevance?  If yes, proceed.  If not, drop it.

Now consider the following.  What ignites a greater sense of possibility and emotion - building a brand, or building a bonfire brand?  A bonfire brand is something that galvanizes and mobilizes your evangelists.  So ask yourself the following:  Are folks gathering to talk about your brand?  Do they defend your brand? Does your brand have evangelists that tell your story for you?   Ardent critics that want to see you thrive?  If no, ask yourself and those you serve why not?  What can you do to ignite the fire?  What are the keys to unlocking the possibility?  If your brand is not a bonfire brand, then you need to be concerned, incredibly concerned.  You are in essence replaceable. Conversely, bonfire brands have an effortless loyalty from those they serve.  A few examples - Apple, TED, Seventh Generation, Nau, Whole Foods, Buckminster Fuller Institute, Kiva, New Belgium Brewery, Patagonia, Tesla, Burning Man (literally and figuratively), Parelli Horsemanship , Guy Kawasaki and the Boston Red Sox.  It is important to note that what matters most is not the quantity of voices at the bonfire, but the quality and depth.  

One last thought.  If you are as good as you say you are then people will be drawn to you.  They will in essence bring the wood for the bonfire and stoke the flames.  You will become a beacon and folks will engage in the bonfire.  So for Christ’s sake stop watering down your story to make it mainstream.  Let them come to you versus chasing them.  You’ll stay true to your core and chances are, you’ll be stronger because of it.

*  While I would love to have been the one with the creative capacity to conjure up the term ‘bonfire brand’, I first heard the term several years ago from John Olson @ OLSON & Company in MN.  It has resonated with me ever since.  FYI - he’s a fascinating, fun-loving and brilliant guy!

At the core of the sustainability movement is TRUST.  Build it and you can thrive.  Ignore it and you’re screwed.  

So how does one build trust? 

One path is to begin with transparency and traceability.  There is a growing wave of consumers who want to know more. Open the onion of your brand to those your serve.  Let them see the good, bad and ugly.  No one is perfect and you will significantly enhance the resonance for your missive when you are open and honest. Of course it will greatly enhance your storytelling and resonance if you can also share a vision for the future and what could be.

A sense of humility is paramount.  At Seventh Generation we were far from perfect but we spoke candidly and openly to the Seventh Generation Nation about our plans and when we fell short.  Most recently Seventh Generation launched an initiative called Show the World What’s Inside that allows those they serve to see full transparency of ingredients. Patagonia created a brilliant vehicle for transparency and traceability with their Footprint Chronicles initiative.  And the folks at Icebreaker have done a great job of showing their chain of custody with their BAACODE.  You see folks do not expect perfection.  They expect honesty. As my good friend Michael Jager likes to say, a brand is a promise.  

Uphold the promise and you’ll be just fine.