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.

Why is it that some brands always seem to be one step ahead?  What creates the possibility for them to work in the future today?  

A good part of the answer…they have a strong sense for the emerging future.  

To better understand let me share a quick analogy…

Imagine you’re in the hills of your favorite park reveling in glorious sunny skies and spinning hard on your mountain bike.  You’re heading downhill on a single-track trail and you have two options.  You can focus your eyes and mind on the trail immediately in front of you OR you can look ahead.  If you choose the former then there is a good chance that you will be a little slower, more apt to stop and start, less courageous and pretty frustrated. Why?  Because you are blind to what lies ahead and as a result you are constantly reacting and less confident.  Now consider the latter where you look ahead.  Not only are you more efficient, but also you are more than likely having a lot more fun riding the bike.  And why is this?  Because you are simultaneously navigating the trail below as well looking ahead.  Those ruts and roots and twists and turns are subconsciously eliminated and you live in a proactive courageous mindset.

Great brands ride while seeing the trail ahead.  How?  By consistently having the discipline and courage to allow time for observation and reflection.  Simple thing really - taking the time to look up and sense what lies ahead.  Unfortunately, what normally tends to happen is that we get caught in the vortex of reacting to things.  Why?  Often it is function of lacking simple frameworks and fundamentals such as vision, guiding principles and positioning.  In addition, we tend to create from a point of desperation versus inspiration (something I see all too often in the world of sustainability) and as a result, we lose the ability and discipline to sense the emerging future.  Oh yeah, and god forbid you become transfixed on what others around you (i.e. competitors) are doing because then all hell breaks loose.  Trust me.  I lived both the good and bad and I can tell you with unabashed zeal that it is simple things like fundamentals, discipline and process that make the biggest difference.  

So look out on the horizon.  What do you see?  What insights and observations can you sense that give hint to the impending future?

Here’s my sense for the emerging future…

• Social media will redefine how we discover and hold brands.  Marketing as we knew it is officially deceased.  

• We are going to see an abundance of smaller bonfire brands dominate our landscape.  A strong entrepreneurial spirit is going to ignite a new generation of brands and companies that are driven less by their size than by their ability to be a catalyst for new possibility and positive systemic change.  That said I see a mosaic of  $25-200MM privately held companies that will reshape our landscape.

• Brands that consider HUMANITY and LIFE’s PRINCIPLES  in their every deliberation will thrive.  

• Creating a great product is no longer good enough. EVERYTHING matters - you will be defined by everything you do well and by everything you do not do well.  It is your fate.

• We will stop creating with a goal to be green, eco or sustainable and shift the thinking and design to be creating conditions conducive to life.

• The I will be overtaken by the WE.  As a culture we quickly recognize how we are all connected and that we truly do live in an eco-system or inter-dependent living system. 

• There will be a greater openness for collaboration and collective thought.  Great brands will actively seek symbiotic partnerships.

• Transparency and traceability will be a tenet of every great brand.   

• The journey will become greater than the reward.  Individuals will choose a place of work based on how vibrant, responsible and passionate the workplace environment is versus simply looking at pay.

• Human capital will be viewed as the best capital.  It will be positioned as an investment rather than an expense

• It will be okay to smile and laugh a lot at work. 

Without question, working in the future takes courage.  But look at the alternative.  Would you prefer to react to everything that comes your way or lead the way?

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?