There are two moments of total impact that a brand makes.
The first is at businesses inception. It’s based on the values the founder holds. It’s based on the reason the business exists. Think of Toms or Warby Parker or Krochet Kids. They started with impact.
A note on starting with the impact: you’re better off starting with impact than trying to tack it on. People can sniff out the fakes. No one you ask will associate JCPenney with X charity even though they have a jar at the register to collect donations. It’s not why JCPenney exists.
The second moment of total impact is far down the road and what we hope to stretch. It’s the impact we have after we make mistake after mistake trying to generate a difference, trying to do things differently, trying to create change.
Impact is that thing that happens when we stop trying to avoid blunders and embrace them.
Stay Positive & Turn Your Misstep Into A New Form Of Dance
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