Responsibility: produce compelling stories about our products that will evoke emotions and spread across the globe. You will be responsible for our cultural north star.
We all know them, the evil empires, the dinosaurs, the untouchables. Those that build walls around them to protect their monopoly. They’ve got one goal: making things better for themselves. Unfortunately, however, they seldom have a good story to share.
Then again, we all love a good story. It is central to our existence. Frequently it evokes emotions and shapes our reality. Think about those campfire evenings where we share memories.
We all know that enlightened companies have stories worth telling. They create compelling narratives that people want to share around dinner tables.
Bottom line: Remarkable companies know the power of stories and word of mouth. Therefore, they will always seek to improve their customers’ lives and tell it compellingly.
Marketers love the idea; rocket scientists do not.
This is a real thing. Imagine, with the number of satellites and objects launched into space, a single collision between two objects could trigger a wave of crashes resulting in chaos. Each collision increases the likelihood of another. To turn the effect around will take decades.
Aren’t we all hoping that our ideas will have the same effect? Spreading like there is no tomorrow. The problem is when the response becomes out of control and destroys all your hard work.
Bottom line: A much better idea is to stay in your orbit and be true to yourself. This way, you can cover a vastly more significant part of the globe.