A business plan, a conversation, a program is much more clearly communicated when it starts with what it’s not. It gives not only context, but actual meaning around what you are/ it is.
Just as important is who you’re leaving out.
Before you go into who your target is, tell me who you’re excluding.
The biggest brands are better described by what they are not and who they exclude than what they are and who they’re working to attract.
Exclusion builds hype, a tribe, a core network of people and widgets that believe in their importance and self-worth.
And that’s all brand building really is: getting people to have more self-worth by feeling included in something that’s bigger then themselves.
Stay Positive & You Can’t Have The Feeling Of Inclusion Without Exclusion, So Own It
Photo credit
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