Good brands have a raison d’être, a reason for being. Usually, it’s the founder’s story for starting the business. Sometimes the founder’s story isn’t compelling but there was a focus-shift somewhere along the brands timeline that put it on it’s current mission. Starting a disruptive business is usually more about solving a problem than it is about making money. As brands, we strive to elevate the status quo, make better products, provide better experiences, and be more relevant to our consumers. In order to look forward, take a peek back. If framed correctly, your company heritage is your history with a future. Looking at where you’ve been and why your brand exists will help tell you where you are going. It may help you realign with your brand’s true mission. Or it may tell you that in order to be relevant today, you need a complete focus-shift. Whatever the case, sometimes looking backwards provides you with insight into moving forward.
The best brands have a mission, what’s yours?
I was shown a design for something today and was asked for my opinion. It was hard to give one without being given any context to the design. Who was the audience? What was the communication goal? How does this relate to the users experiences? What emotion are you trying to trigger?
Consider why you are creating something before making it just to look good, or worse, ‘look cool’. First develop your strategy, your style should be dictated by the problem you are trying to solve.
** Update ** Having baby #2 have thrown a lot of goals this year on the backburner. But I’m planning on knocking ‘em dead in 2013!
It’s always good practice to commit your goals to paper. It’s an even better idea to make them public, you’ll probably hold yourself accountable if your family and friends know about them. So, yeah, a few months late with my 2012 goals. But better late than never:
Have portfolio website/blog - I think I’m off to a good start here!
Start writing stories on on this blog regularily
I’ve got more career goals that include my day-to-day job, but some things are better kept private. Update: I did it!
Run 15km - just once without hip pain
Buy a Nordic Ski Pass
Sign up for a half marathon run, a fun ski mo race, or a cross-country ski race. Any type of event that will challenge yourself.
Commit to two yoga classes per week.
Lead a sport climb this year (I haven’t climbed in two years!)
Complete an overnight backcountry ski trip
Roast your own coffee beans - I have the green beans, time to roast!
Make homemade Chai
OK - so like some career goals, these are sometimes better kept to yourself. I have some financial goals this year, both for savings, spending, and investing. But these are goals I keep between me and my wife.