It’s not about your brand personality.  It is who you are that matters.

In the classic 80’s film “Say Anything,” John Cusack’s non-jock, outsider character is asked how he got Diane Court, the most elusive girl in school, to go out with him. After stating the obvious (“I called her up”), he ultimately responds with, “I’m Lloyd Dobler.”

Who you are matters.  Not just what you make or sell (or process), but who you are.  

Most successful marketing companies and ad agencies talk about the importance of “defining your brand personality.”  But this misses the point.  I don’t define my personality as Nancy.  I am Nancy.  That means that everything I do, and don’t do is who I am. Everything. That defines my personality.  Not what I say my personality is. 

Similarly, many companies talk about the need for a mission statement.  But again, this misses the point.  Too many mission statements read like a soulless, uninspiring corporate-speak: “Be the leading, most respected manufacturer of blah blah blah.”  Hardly the catalyst that will inspire people to immediately stop what they are doing and buy your stuff.

So, who are you?  What matters to you as a company? 

Patagonia gets it right.  They talk about their mission in terms of “Our Reason for Being.”  Strong words that mean something real. Patagonia’s Reason for Being is to “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”  It is clear.  I know who they are. And, because of this I choose them over other options. 

But it isn’t just what they say – it is what they do.  And don’t do.  Their Reason for Being is reflected in everything:

It is reflected in how they source and manufacture their clothing.  They created “Footprint Chronicles” allows people to track a product’s impact from design through delivery. 

It is reflected in their efforts to minimize waste and (incredibly) consumption.  Beyond encouraging customers to make repairs themselves, Patagonia takes back their products even after years of use for free (or affordable) repair or replacement. They even went so far as to run a Black Friday ad urging people to NOT buy a jacket or anything else that they don’t need. 

It is reflected in how they invest their grant and charitable dollars – participating in “1% for the Planet,” an alliance of businesses that pledge to give 1% of their profits to grassroots environmental groups.  

It is reflected in how they treat their employees.  They offer health benefits to everyone, including part-time, retail, and warehouse staff.  They even subsidize child care and counseling.

It is even reflected in their corporate governance.  California recently passed B Corporation Legislation, allowing corporations to formalize a triple bottom line approach to business (profits, planet and people).  Patagonia was the first in line to register with this new incorporation.  

Patagonia doesn’t have an “environmental steward” brand personality.  It is who they are.  

So, who are you?  

• What is your company’s Reason for Being?
• How is that reflected in everything you do?  
• Are there aspects of how you act as a company (to your customers, your suppliers, your employees, the planet, etc) that is inconsistent with this?

Lloyd Dobler would agree.  It is a dare-to-be-great situation. 

For more information on how Compass(x) Strategy can help you with your Reason for Being, email us at info@compassxstrategy.com.

“Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify  or vilify them. About the only thing you can’t do is ignore them. Because they change things. They invent. They inspire. They push the human race forward….While some see them as the crazy ones, we see genius. Because the people that are crazy enough to think they can change the world are the ones that do.”

This 1997 Apple ad has been on my mind lately. Not just because of the passing of Steve Jobs, but because I was surrounded by these crazy visionaries on two recent occasions.

In Mid-October, I had the pleasure of attending TEDx Midwest, here in Chicago.  If you haven’t been to a TED event, imagine an entire day filled with the incredible talks you watch on TED.com, interspersed with purposeful connection and networking time.  

Then, at the end of the month, I participated in the annual B Corporation Champions Retreat in Philadelphia. For those of you unaware of what a B Corporation is (B stands for Benefit), it is a new kind of company that uses the power of business to solve social and environmental problems.  Though new, the idea is rapidly spreading.  In just three years there are already more than 470 companies representing 60 industries and a combined revenue of $2.2 billion. Unlike traditional companies, B Corporations are legally required to consider the impact of their decisions on their employees, consumers, suppliers, community and the environment.

I feel fortunate to have been able to participate in both of these mind-expanding events, so thought I would take the opportunity to share a few learnings.

1. There is a big difference between companies that develop innovation strategies vs. those that are innovative.  So many writers and “experts” talk about the need to put innovation at the core of everything you do, but that is pretty useless advice, really.  What does that mean?  What does that look like?  Well, it looks a lot like San Francisco’s New Leaf Paper. Founded over 10 years ago, they had the modest goal of fundamentally changing the paper industry.  This is one tough industry – low margins, highly polluting and resource intensive. New Leaf Paper was the first to introduce many ground breaking products, including super-bright 100% post-consumer recycled papers, coated papers, book publishing papers and several other products that no one thought possible. As a result of their innovations, major paper manufacturers have had to follow in order to maintain relevance, and have enhanced the environmental design of their products. This is no Dunder Mifflin!

2. When business is conducted as if people matter, it turns out that they do.  Take for example Southern Energy Management a North Carolina-based sustainable energy company focusing on solar power installations and energy efficiency solutions. Even as a relatively small company, they gave all their employees a piece of the company through a stock ownership program.  So when the recession hit hard, both management and their nearly 100 employees committed to surviving together.  As a result of that, not only did they survive with no cutbacks, but the company today is thriving and growing rapidly.  In fact, they were just recognized as One of CED’s (The Council of Entrepreneurial Development)  25 “North Carolina Companies to Watch.” 

3. World changing businesses are led, not managed.  This is something that was a common thread among all the people I met at the B Corporation Retreat. Behind every company was a leader with vision, passion, dedication and a just a little bit of obsession.  Rather than drone on with gushing stories, perhaps the best way to articulate this is through two powerful quotes stated by speakers at TEDx.  

• “Fear is ok.  Complacency will kill you.” – Alison Levine, Adventure Grand Slam explorer and mountaineer
• “Vision without action is a daydream.  Action without vision is a nightmare” – Pablos Holman, inventor and hacker.

So, please join me in saying “here’s to the crazy ones.”  I continue to be impressed and inspired by you.

Inspired?  Learn more about the crazy vision of Compass^(x) Strategy and B Corporations.  Ideas?  Let me know!

The 2011 Green Jobs Award program is run by the SJF Institute and Clean Edge. The SJF Institute connects, inspires and accelerates sustainable entrepreneurs and the fields that support them. Clean Edge, Inc, is the world’s first research and   advisory firm devoted to the clean-tech sector.

Compass X Strategy will be providing pro-bono brand growth and marketing strategy assistance to one of the winning companies.  Winners will be announced in November.  Stay tuned!!

How making choices can be a key strategy for business growth

Next weekend is Lollapalooza here in Chicago  – 140+ bands on 8 stages over three 10 hour days.  For those of you who know me well (or have been reading my newsletters), you know I am a huge music fan.  Which is why I put up with the heat, the crowds and the port-a-potties to spend three days enjoying some of my favorites bands and discovering artists that become my new favorites.  But here is the problem:  Sometimes there are too many choices.  In a given time slot, there may be two or more great bands playing at the same time.  One year, I decided to not choose – I can do both, I thought!  I’ll listen to some of the first band, then dash across to the other side of Grant Park and catch some of the second band.  Needless to say, it didn’t work. I spent so much time making sure I left on time that I didn’t fully enjoy the first band.  Then, it took me longer to the second stage, so I heard very little of that band, so I don’t really enjoy that either.  I should have just committed to one. They were both good choices.

When it comes to decision making, many companies face the same issue.  Especially when it comes to choosing who it is you want to target.  Read the rest of this entry »