Years ago I read Masanobu Fukuoka’s One-Straw Revolution and it moved me.  To say that it is a book on agriculture and farming is akin to suggesting that Sun Tzu’s Art of War was simply a military treatise.  In other words, Fukuoka’s philosophy around farming has the ability to inform a broad range of topics and strategies.  Ultimately, it is about quieting our cleverness in a way that allows us to see how we really can do more with less.  

For those not familiar with the book, One-Straw Revolution is an engaging story of a unique Japanese farmer named Fukuoka.  A man many credit with inspiring the permaculture movement.  Folks marvel at his approach to farming because he creates sustainable and bountiful crops year after year, while only working on his land a fraction of the time compared to other local farmers.  While other farmers are busy harrowing, tilling, seeding and plowing, Fukuoka seems still and Zen like.  His energy is focused on handling the seeds in his home and then observing the land.  His methodology has been described as do-nothing farming which is ironic, because by doing nothing he has actually mastered the art of doing more.

So juxtapose Fukuoka’s methodology with the crazy worker bee syndrome in our culture today.  How can we shift our thinking and behavior in a way that we are more resourceful, efficient and sustainable over time?  Look back on the past year.  What really mattered?  What made a difference?  How much capital (human and financial) was wasted because you did not take the time to be present and truly understand the essence of your surroundings?  Imagine how different the past year would have been if you simply had taken the time to quiet yourself and observe before doing.  My sense is that there is an amazing opportunity to shift our focus and obsession away from doing to observing and reflecting followed by design (note:  Otto Scharmer’s Theory U is a great resource for more on this discussion, as is  Sister Corita Kent’s rule #8 and Buckminster Fuller’s Trimtab principle).  

It is my fervent belief that growing a brand is an art, and that we are desperate for more artists.  We need leaders willing to adopt the art of do-nothing branding.  In other words, let’s loose the habit of becoming intoxicated with the latest, greatest thing and instead, become artists that are focused less on a tactic and more on the effect we wish to create. 

For example, what if brands seeking to enter into the green movement were less inclined to create a green product and more apt to invest time in finding the right set of principles and positioning that could ignite a new ethos in their entire culture?   In essence, discovering the acupuncture point for driving a brand by sitting back to observe the canvas, before frantically rushing to the brush.  My premise is that by investing in this new breed of artist we will not only spend less capital, but also be exponentially more efficient and strong.  We will, in essence, OPTIMIZE the value of the journey for all involved.