Seth's Blog : The best way to stand for something

The best way to build a brand that matters, a story that spreads, an impact that we remember, is to understand a simple but painful trade-off: If you want to stand for something, You can't stand for everything. "Anyone can...

The best way to stand for something

The best way to build a brand that matters, a story that spreads, an impact that we remember, is to understand a simple but painful trade-off:

If you want to stand for something,

You can't stand for everything.

"Anyone can be our customer and we will get you what you want..." is almost impossible to pull off. So is, "we are the cheapest and the most convenient and the best."

It didn't work for Sears, or for Chevrolet or for Radio Shack. It definitely doesn't work for the local freelancer, eager to do whatever is asked.

Relentlessly trimming what's on offer, combined with a resolute willingness to say, "no," are two characteristics of great brands. And linchpins, too.

       

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• Which kind of truth?
• Plasticity
• The FLASH drives
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• Hobson's choice, Occam's razor, Wheeler's which and the way we decide

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Seth's Blog : Which kind of truth?

Organic chemistry doesn't care if you believe in it. Neither does the War of 1812. Truth is real, it's measurable and it happened. Truth is not in the eye of the beholder. There are facts that don't change if the...

Which kind of truth?

Organic chemistry doesn't care if you believe in it. Neither does the War of 1812. 

Truth is real, it's measurable and it happened. Truth is not in the eye of the beholder.

There are facts that don't change if the observer doesn't believe: The age of the Eiffel Tower. The temperature in Death Valley. The number of people in the elevator. 

On the other hand, there are outcomes that vary quite a bit if we believe: The results of the next sales call. Our response to medical treatment. The enjoyment of music...

If you believe that this wine tastes better than that one, it probably will. If you believe you're going to have a great day at work, it will surely help. Placebos work.

We make two mistakes, all the time. First, we believe that some things are facts (as in true), when in fact, belief has a huge effect on what's going to happen. In the contest between nature and nurture, nurture has far more power than we give it credit for. In countless ways, our friends and parents matter more than our genes do.

At the same time, sometimes we get carried away. We work to amplify our beliefs by willfully confusing ourselves about whether the truth is flexible. It makes belief a lot more compelling (but a lot less useful) if we start to confuse it with truth.

But belief is too important and too powerful to be a suspect compatriot of the scientific/historical sort of truth. 

We can believe because it gives us joy and strength and the ability to do amazing things. That's enough.

       

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More Recent Articles

• Plasticity
• The FLASH drives
• Sort by price
• Hobson's choice, Occam's razor, Wheeler's which and the way we decide
• On demand vs. in stock

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Seth's Blog : Plasticity

It's possible that you're the way you are, that you do what you do, that you react as you react, and that it can never be changed. Believing this is incredibly sad, though. Each of us is capable of just...

Plasticity

It's possible that you're the way you are, that you do what you do, that you react as you react, and that it can never be changed.

Believing this is incredibly sad, though.

Each of us is capable of just a little more. A little more patience, a little more insight, a little more generosity.

And if you can do a little more, then, of course, you can repeat those changes until you've done a lot more.

       

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More Recent Articles

• The FLASH drives
• Sort by price
• Hobson's choice, Occam's razor, Wheeler's which and the way we decide
• On demand vs. in stock
• Finding the thread

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