Making Meaning - The Art of the Start

I referenced this video, The Art of the Start presented by Guy Kawasaki, in my first blog post. I felt it would be best to share this message, as I find it quite inspiring.


In this video Guy is speaking to a group of future venture capitalists and entrepreneurs. And although he never mentions branding, this is exactly what he is talking about. He talks about the importance of making meaning - going into business for something more than earning money. Rather, you go into business because you have a great idea that will make the world a better place, and you want to share it!


Again, it comes back to having purpose! When a company begins to make meaning, it is focused on accomplishing a goal and being true to what it stands for. Focus makes it easier to make strategic decisions because you know what direction you are heading. It's like booking a vacation - you start with a destination (i.e. purpose) and all your subsequent decisions are made knowing where you want to go.


With this laser focus comes trade-offs. When you know where you are going, you have a clearer understanding of what will and won't get you to your destination. Making trade-offs gives customers greater feelings of trust for your organization, becuase they know what you stand for as you don't stray from your purpose. Mind you, these trade-offs always benefit the customer, rather than jeopardizing their well-being, because you are focused on making meaning.


Take Nike, for example, it's been said that Nike's extreme focus & clarity of vision has allowed for flawless execution of its marketing resources, which ensures they are in the right place at the right time to speak to their customers (& fans). In fact this focus, on Authentic Athletic Performance, has led to Nike's 50% market share - an all-time high in their industry - and double digit growth in revenue when their competition has been taking a beating.


Going into business to make meaning is key. And to me, this is the heart of branding - having a fundamental guiding purpose. However, if an organization began without purpose and is struggling, that does not mean that it is doomed. Instead, it's time to find meaning (I'll talk more about this in another post).


Thanks for reading my blog! Until next time...