Weekly Idea: An Optical Illusion and Brand Development

Posted on November 22nd, 2011 at 2:02 pm in Blog, Blue Ocean Ideas, The Weekly Idea, brand development, ideas, thought provoking by brody

Stare at the center of this image for several seconds. Relax. Keep staring.

Did you see it? The colors vanish.

This is called Troxler’s Fading (click for another visual example).

Here’s the principle: “Unvarying stimulus soon disappears from our awareness.” (Wikipedia) It’s just like how you can’t “feel” your shirt right now in the same way as when you put it on this morning.

The exact same thing is true for your brand. If you don’t move, if you don’t create edges, if you never surprise you will vanish.

Brands are built on consistency. If you’re not consistent, you’re not delivering on a promise. But no one ever said that consistency has to be predictable.

Predictable soon becomes invisible.

All of us are so busy that we are forced to ignore the predictable. What does this mean for your brand?

Take a risk,

brody

P.S. Yes, I can hear you now… “I want my latte to predictably taste the same at every Starbucks I go to.” You’re right. I’m not talking about the quality of your product or service. I’m talking about your advertising and messaging.

Weekly Idea: The Single Most Strategic Thing You Can Do

Posted on October 19th, 2011 at 2:51 pm in Blog, Blue Ocean Ideas, The Weekly Idea, ideas, thought provoking by brody

The single most strategic thing you can do is ask “Why?”.

In every circumstance, for every decision, ask “Why?”.

And when you have an answer to that question, take your answer and ask “Why?”.

Keep on asking why to every answer you get. Turn it into a habit. This will help make sure that what you’re doing is an intentional and meaningful decision.

This isn’t an exercise in skepticism. It’s an exercise in purpose.

This “keep asking why” technique is exactly the process we engage in with client work. Why does that message matter to your client? Why is that a good strategy? Why does this button go here? Why does this link say it that way? Why should we film at this angle? Why choose this music? Why do we think this certain thing is important?

Why do we do this?

Because we have to start with the assumption that know one cares. If that’s your starting point, you have to be intentional.

And earning the right to be heard (while having something meaningful to say) is the best marketing strategy we know.

What are you going to ask “Why?” about this week? I’d love to hear about it.

brody

P.S. This is a corollary idea, but it’s still good advice from our friend Pat: “You can’t just want what you want. You have to want what your wants lead you to.”

Weekly Idea: The Cost of Doing Nothing

Posted on October 12th, 2011 at 10:17 am in Blog, The Weekly Idea, ideas, thought provoking by greg

“The system produces exactly the results that it is intended to produce.”

I’ve always attributed that quote to Peter Drucker but I can’t find support for that. If anyone has an actual citation it’s worth a free lunch at Thai One On in Towson with me.

I choose to look at this phrase this way:

“If I do nothing, nothing will change.”

I know that sounds remarkably simplistic. And it is. But it’s true.

The cost of doing nothing is accepting things as they are without need for change.

And if your systems are producing the results you want to get, by all means you should keep doing what you are doing.

But I don’t want to fool myself:

“The cost of doing nothing is not nothing. It’s the continuation of the results I’m getting.”

Keep Moving Forward,

Greg

Blue Ocean Ideas would not exist without Steve Jobs

Posted on October 6th, 2011 at 3:40 pm in Blog, Blue Ocean Ideas, The Weekly Idea, must read, story, thought provoking by brody

All day, every day, we are on our Macs, iPhones, and iPads. Everything we make for our clients happens on a Mac. Standards, like various web standards, video compression standards… even our own “design standards,” are results of Steve’s influence.

But forget all that.

Blue Ocean Ideas would not exist without Steve Jobs because the way we think, the way we see the world, even the way we define a brand is because of Steve. In other words, Steve’s leadership is found in the very essence of who we are as an organization, and who Greg and I are as leaders.

Here is some of Steve’s wisdom that has shaped who we are:

• “A lot of times, people don’t know what they want until you show it to them.”
• “Design is a funny word. Some people think design means how it looks. But of course, if you dig deeper, it’s really how it works.”
• “Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just saw something. It seemed obvious to them after a while. That’s because they were able to connect experiences they’ve had and synthesize new things. And the reason they were able to do that was that they’ve had more experiences or they have thought more about their experiences than other people.”
• “Focus is about saying no. And the result of that focus is going to be some really great products. Where the total is much greater than the sum of the parts.”
• “Remembering that I’ll be dead soon is the most important tool I’ve ever encountered to help me make the big choices in life. Because almost everything — all external expectations, all pride, all fear of embarrassment or failure — these things just fall away in the face of death, leaving only what is truly important. Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is no reason not to follow your heart.”

Steve the innovator was also Steve the marketer. Apple’s iconic “Think Different” ad campaign started when Steve returned to Apple in 1997. This was it’s core copy:

Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.

Steve gave me and gave Blue Ocean Ideas a kind of permission and freedom to pursue this.

Personally, I can’t imagine what life would be like without Steve Jobs’ influence on the world. If you use Apple products, you know what I mean. Really, I can’t imagine life without Steve’s products. What I imagine would be a little more chaotic, a little less enjoyable, and a little less important. Which is why I’m a little scared of a future without Steve. Steve created a standard I could trust. Steve had the clout to change things for the better by my own definition of “better.” Steve gave me hope.

I didn’t think all of this until I was driven to tears by the news of his death.

I will be forever grateful for Steve. And I’m reminded to be forever grateful of the hope I have that isn’t Steve, that transcends Steve, and that endures.
brody

P.S. For the best tribute I read last night, see Simon Sinek’s comments here.

Weekly Idea: You Can Lead a Horse To Water…

Posted on September 27th, 2011 at 5:17 pm in Blue Ocean Ideas, The Weekly Idea, ideas, thought provoking by greg

I made a bold statement to a client last week.

“We’ve been working with you for a long time. We work with other organizations in your field, and we could help you strategically so that you can tell your story MUCH better.”

We’ve watched their marketing & communications efforts for years. They don’t have a comprehensive strategy. As a result every piece we do for them is a “one off,” without any consistent theme in message or aesthetic. There’s no plan, only product. The lack of coordination doesn’t scale and it doesn’t leverage to make the most of who they are. This is the opposite of brand development.

This scenario makes me sad and frustrated. I know they could do a better job telling the story of all the ways they help their clients.

And here’s the killer: They are a great organization. They know their business and do a good job of serving their clients.

And we love doing work for them. We’re invested in them. We’re committed to them.

If they took a good look at what they were doing from an outsider’s perspective, they would recognize it.

And before you think I’m getting all high horse on you: I’ll be the first to admit that Blue Ocean Ideas needs outside help so that we stay on target with our brand building. I’m a big believer in getting outsiders to help you craft your message. Even for myself.

So I’m preaching to me as well:

You can’t force a horse to drink.

You can lead a horse to water.

Don’t settle for average.

Greg

Weekly Idea: No More Re-Gifting

Posted on September 13th, 2011 at 12:24 pm in Blog, Blue Ocean Ideas, The Weekly Idea, ideas, thought provoking by brody

When I say “I have the gift of ______ (fill in the blank)” what I’m really saying is “I think I’m good at ______.”

“I have the gift of patience.”

“I have the gift of leadership.”

“I have the gift of finding simplicity.”

“See? I’m good at this. I’ve been given this gift.“

Sound familiar?

I think there’s a different way to look at our “gifts.”

What if we looked at gifts not as something we’ve received, but something that we have available to give.

When I tell someone, “I have the gift of ______,” I want this to mean, “Here, I have this thing. Take it. It’s not for me. It’s for you. It’s a gift.”

See the difference? Gifts aren’t what we’ve already gotten. They are what we always have to give.

Gifts aren’t what you bring to the table; they’re what you leave on the table.

What gifts do you have? It’s not a search for your identity. It’s a search for your service. And you might just find yourself.

I’m looking.

Brody

P.S. We get very gifted people – and those who are willing to give their gifts – as our intraviewers at «GO». There’s a «GO» Conversation tonight at 7 pm. Please come, bring a friend, and learn about Personality Types in Relationships, Work, & Life.

Weekly Idea: Inside the Belly of the Beast

Posted on August 30th, 2011 at 3:30 pm in Blog, Blue Ocean Ideas, The Weekly Idea, ideas, story, thought provoking by greg

We’ve been doing a lot of hard work around Blue Ocean Ideas. We always are. It’s in our DNA.

Much of the work is for clients of course. We love that work and the days go by like pages in a thriller when we are working for a client deadline: we can’t wait to get to the ending and to see where the story takes us.

The work that is hardest for us to do is our own internal work.

3 weeks ago I was tickling the sand with my toes in Stone Harbor without a care in the world.

For a small business owner there is nothing like being on vacation to reveal where things need to be improved.

Since then I’ve been working on reviewing the foundational ideas of our business:

• Clarifying our purpose (why we do what we do)
• Understanding our mission (what we measure)
• Revisiting what we tell the world and how we tell it (our story and the way it is told)
• What we sell and to whom (who do we serve)

In addition, I’ve been looking hard at some areas that I need to personally address to help us grow and to promote growth in my own life.

I love strategic work. Reviewing where we are, where we want to go, and how to get there is recreational for me whether it’s for a client or for Blue Ocean Ideas.

If I could do that all day long I’d be as happy as a tornado in a trailer park.

The work that requires more self awareness on my part, and acknowledging what I am not good at is another story.

That’s belly of the beast work.

But at the end of the day the only way out of the belly of the beast is by moving forward through the issues. Growth doesn’t happen any other way.

One of our favorite influencers, Roy Williams says, “The risk of insult is the price of clarity.”

Clarity is an amazing thing when you have it.

The next few weeks I’ll share some of what I’ve learned and the clarity we have gotten at Blue Ocean Ideas.

How clear are you on where you are going?

Keep moving forward,

Greg

p.s. I have another announcement on Saturday that you may be interested in. It’s a personal venture I’m going on. If you follow Blue Ocean Ideas on Twitter or “Like” our Facebook page I’ll be sending updates beginning Saturday.

Weekly Idea: True in Life, Sports, Religion, & the Bedroom

Posted on August 22nd, 2011 at 8:43 pm in Blog, Blue Ocean Ideas, The Weekly Idea, brand development, ideas, thought provoking by brody

Our bodies can do remarkable things.

With even a small amount of training and practice, you can throw a baseball right to someone’s chest from a distance of 30 yards or more.

Even more remarkably, it’s possible to take a bat measuring less than three inches in diameter and hit a tiny baseball moving at great speed.

If we didn’t know better, this would seem impossible. That is, until you keep your eye on the ball. And when we do, remarkable things seem to just happen.

This message could be about how you and I need to keep our eye on the ball so we can achieve what we want.

It’s not.

Here’s the simple point: Humans can only do what they first imagine themselves doing.

Until you can imagine yourself hitting a baseball, you won’t do it. Until you imagine yourself riding the roller coaster, you won’t do it. Until you imagine yourself eating sushi, you won’t do it.

What about your customers, clients, or donors? Can they imagine themselves taking the actions you want them to take? It takes some skill to get them to do that. It’s why Blue Ocean Ideas exists – to help you tell the stories that allow your audience to see themselves in your story.

Can you imagine your audience imagining themselves in your story?

brody

p.s. For a personal life example of the value of imagination check out Greg’s recent post about dropping Caleb off at college.

Weekly Idea: “No One Cares About You.”

Posted on August 16th, 2011 at 3:15 pm in Blog, Blue Ocean Ideas, The Weekly Idea, culture, ideas, thought provoking by greg

That phrase was an unusual gift at an unusual time from an unusual source for me. 10 years ago that phrase hit me like a freight train hitting a car in a railroad crossing.

Painful as that was though, it released me.

I was released from always making the world about me. I was released from constant selfish thoughts. I was released from making the world revolve around me.

I still have plenty of self centered and selfish thoughts and I often act on them. Like all of us I’ll be struggling with those things my entire life. But the compulsion to make it all always about me was dealt a fatal blow that day.

Think about how you craft your organization’s message.

There are two fundamental assumptions that you can make when crafting a message.

Way #1 is to assume that people care about you and are waiting for your message like a baby bird waits for mama to bring breakfast. This is the most frequently used assumption and the reason why most messages are lost on people. It’s just noise.

Way #2 is to assume that no one cares about you and what you are saying.

Way #2 is how we suggest all clients look at their messages.

Why?

Because assuming no one cares about you takes you out of your normal box of language, assumptions, and habits, and enables you to think freely, clearly, and simply about how you tell your story. You are bound to craft a better message that way.

It’s not about you,

Greg

p.s. For a great look at how we go from initial client meeting to finished web project check out this story.

This is the Future of Marketing

Posted on August 3rd, 2011 at 3:23 pm in Blog, Blue Ocean Ideas, ideas, thought provoking by anna grace

We vehemently agree with this.