We could learn a lot from a horse. 

Legendary horseman Ray Hunt, known as the ‘Master of Communication’, passed away this month. He was a brilliant individual who showed many how to better understand Equus, the language and essence of a horse. 

Ray and his horse whisperer posse were fond of often suggesting that a lot of folks ride horses, but not many folks are horse people.  In other words, we have a tendency to get out and want to ride horses without truly understanding the essence and fundamentals of what it means to be a horseman.  As such the experience is seldom if ever optimized and thus, his frequent suggestion that we all need to ‘slow down so that we can hurry up.’

In many the ways, Ray’s teaching could greatly inform and assist brands and cultures.  Too often folks think a great idea makes a great brand and they ride off into the sunset.  Unfortunately, the ride tends to be bumpy and inefficient because they failed to master the simple fundamentals. Untapped potential remains just that…untapped.  Why are fundamentals  important?  It’s simple…if you want to create a culture that is proactive, objective and empowered, then it begins with establishing the fundamentals as your foundation.

Here’s a quick test: 

Randomly select members of your culture and individually ask them the following:

·      Who are we?

·      What do we do?

·      What values drive our brand?

·      What principles inform our behavior?

·      What is our brand positioning that informs brand/product/strategy?

·      Who do we serve?

·      What is our vision or Northstar?

If you find that there is inconsistency in the answers then I suggest you get off the horse and ground yourself in the fundamentals.  Things like mission, positioning, principles and vision are what drive your brand and more importantly allow for a more inspired and empowered culture.  It’s the difference between being riding a horse versus being a horseman.  The latter optimizes the possibility.