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.

Dear Mr. President

Kudos!  

Your emergence as President of the US has given new meaning for living the extraordinary.  Stoked you made it. Now the hard part - igniting a nation to focus on what could be versus what is.  

I know your busy, but I simply wanted to offer up five quick thoughts for you to consider as you continue to build out your green team:

1. Call it Team Humanity and awaken us to the real essence of the green movement

2. Adopt Life’s Principles to inform your strategy

• Build from the bottom up
• Self-assemble
• Optimize rather than maximize
• Use free energy, cross-pollinate
• Embrace diversity
• Adapt and evolve
• Use life-friendly materials and processes
• Engage in symbiotic relationships
• Enhance the bio-sphere

3. Develop a Northstar (i.e. vision) for 2020 in a way that we are incredibly inspired and greatly empowered because we see our place and our contribution in the journey.

4. Break the rules that bind. Add an Anthropologist, Biologist, Humanist and representation from Gen Y (affectionately referred to as Generation WE) to the team. 

5. Cite Buckminster Fuller frequently and often so that his teachings and principles will be optimized.

Good luck!

Live, love & laugh,

Duke

PS.  I think it would be great if you built a local CSA farm on the White House lawn.  Cool?

Do you hear that? 

It’s the sound of a herd of brands sauntering together on the range.  At a time when we should be watching horses run we’re watching cows graze!

Sustainability is often a misunderstood, misused, ubiquitous, complex and daunting subject matter.  Most brands play it safe and simply strive to get on base.  As a result the sustainability movement is in danger of adopting a ‘herd mentality’ whereby we become a sea of sameness without fully understanding or grasping the full scope of the work, urgency, connectedness and ultimate possibility.  

So how can we separate from herd when it comes to sustainability and watch the horses run?  What do we need to do to liberate and inspire brands to create anew?

For starters, look at five simple principles towards unlocking your potential:

HOLD SUSTAINABILITY IN THE WIDEST POSSIBLE CONTEXT

Forget what you know and allow yourself to see the whole by thinking systemically.  Look at sustainability through a new lens that considers more than simply environmental issues. Position it as an ethos for you entire culture and not simply as a division or department.  Ask yourself, what will it take to design an effect that creates conditions conducive to life?

FOCUS ON CREATING NEW POSITIONING AND GUIDING PRINCIPLES

Positioning informs strategy, product and brand - without it you’re a ship without a rudder.  Design a positioning and ethos that considers your strengths, those you serve and the emerginging future in a way that creates conditions conducive to life.  In addition, embed new brand principles into your every deliberation.  

BE TRUE TO YOUR ARCHETYPE

Be yourself!  Create a positioning and ethos based on YOUR strengths and core values that work from the heart as well as the head. Stop looking at your neighbor for the answer.  The answer lies within!

DISCOVER YOUR TRIMTAB  

Identify the thing/place/initiative that will create the greatest impact with subtle movement and force. Death by a 1,000 initiatives is not the answer.

CREATE A NORTHSTAR VISION

Nothings starts without a vision and nothing lasts without a vision.  Create a Northstar that inspires and empowers your entire culture.  Design a vision that brings to life the effect you wish to create.  Let go and be bold!

So which one are you…a cow or a horse?