Archive for May, 2006

Why is Starbucks so successful while other coffee brands falter? Why are we so infatuated by Apple products such as the iPod and iMac?  Why do we choose Nike footware over competing products? These are all questions that don’t seem to have a clear answer. I’ve wondered many times why one brand does so much better than others. Why seemingly equal products end up with such different outcomes.

Enter Idea-engineer, Patrick Hanlon and his new book, Primal Branding. Patrick has asked these questions and many others and distilled the results into seven pieces of “primal” code which he believes is the key to brand identity.

The seven pieces of primal code are: the creation story, creed, icons, ritual, sacred words, nonbelievers, and leader.

The creation story aspect is fascinating. It’s the interesting part of the company identity. How did this company come to exist? We all know about the two guys in a garage that started Apple computer, the college students that started Google and the guy who started Ebay in his back bedroom. Creation stories draw us in and give us an attachment to the product. We feel more a part of the company if we know the struggles and passion that it took to get it started.

The creed is the mission statement. All companies have a declaration that tells us what they are all about. It may be honesty or passion or going one step better than the rest. It uniquely identifies the direction and vision of the company or brand. If we can relate to the creed the company may have a customer for life.

The icons may be the actual graphic or logo of the business. It may be the taste of the food or the smell of the gourmet coffee. Icons differentiate the brand and give us instant recognition. We all know the Nike swoosh, the Starbuck’s mermaid, and the startup sound of a windows computer. Michael Jordan and Tiger Woods are very recognizable icons for Nike.

Almost every shopping experience involves ritual. In Starbucks you order, pickup, add sugar and creme, and then find a seat. The Amazon experience involves viewing the product, adding it to your cart, checking out, and then enjoying the fun of opening the brown box with the large smile on it that the UPS man just delivered. Different businesses, different rituals. Humans are creatures of habit and if a company can turn their ritual into one of your habits they will have a steady customer.

Sacred words are the language of the enlightened. People that know the sophisticated vocabulary of a business develop a close affinity for the product or service. Think about the vocabulary of Starbucks… tall, grande, vente, all provided by a barista behind a bar. Once you learn the language you have a feeling of belonging. You’re a part of the team, someone in the know.

The unbelievers are anyone who doesn’t believe in your product. With Starbuck’s it’s the people at home sipping instant coffee, with Coke it’s the Pepsi drinkers, with Democrats it’s the Republicans. Unbelievers offer contrast and a way to differentiate products and services. This contrast gives people a reason to use your product.

And finally there is the leader. It may be the CEO, the founder, or even a TV personality. Someone who you can relate to. Someone that gives you confidence in the product, that if something were to go wrong, would be there to fix it. If this person can gain your trust, they may have you as a customer for life. Personal connections are powerful.

Creating a brand that people believe in, means they want to be your customer and no one else’s. They prefer you above all other choices… even when the competition beats you with innovation, price, or other advantages.

Primal Branding is an amazing read. Patrick Hanlon is the founder of Thinktopia an idea task force whose slogan is, “Better Thoughts Through Thinking. He has served as the Creative Director at various advertising agencies

I picked up the audio book, “E-Myth Revisited” the other day. This is a book I wish I would have read years ago. The book is about starting your own business and the mistakes that most entrepreneurs make in the process. It gives some fascinating insights into different business startup methods and how many are destined to fail right from the start.

The book lists three “hats” the budding entrepreneur must wear. They are…

1. Technician
2. Manager
3. Entrepreneur

Author Michael Gerber says that the majority of new business startups are done by “technicians”, people that are good at a certain task such as a mechanic. The technician is the laborer, the one who produces the products or service. The manager ensures that processes and finances run smoothly and regularly. The entrepreneur develops the goals, and steers the company in the direction needed to attain those goals. Of these three dispositions, the entrepreneur is key… without it, the technician will end up overworked and underpaid. As the company grows, the business owner will want to draw away from the technician and manager work and delegate these jobs to others.

As someone who has been a “Technician” all of his life, this insight into the other necessary qualities of business planning has been very eye opening. The book gives many examples of business run from the “technician” perspective. In the past when I used to sell to auto repair shops I was always amazed at the mechanic who would start up a new shop and try to do all of the work himself. He usually had a phone in one hand and a wrench in the other. The difficulty of trying to do everything himself would soon lead to burnout and a quick return from businessman to employee.

In the coming months as we look at putting together a workable business plan the resources provided by this book and the comprehensive e-myth website will prove to be useful tools. For management resources we’ll look no further than our favorite management guru, Rosa Say, and her very informative blog, Talking Story. In the technician area, blogs such as lifehacker and lifehack.org will provide some useful tricks and tips, while fellow blogger Dwayne Melancon always provides real world business experience on his Genuine Curiosity Blog.

If a business startup is in your future be sure to pick up this book or get the audio version

As I’ve been listening to different audio books and putting this program together, one thing has become clear. I need a thesis and a workable project to make this site complete. With a dozen or so audio books under my belt, I’ve come to love the format. I can listen while I’m walking, driving, or just working around the house.

The format does two important things for me.

1. It helps me complete the book. Unlike written books which take uninterrupted time, the audio book format lends itself to multitasking. I can be doing something else while I’m enjoying the material. This is especially helpful while doing something that is naturally boring or unpleasant. Listening while exercising or weight training has proved to be a win-win situation. The book comes alive and the focus on exercise disappears. So many written books lie unfinished because of a lack of uninterrupted time.

2. Immersion in the subject. Being able to listen to a subject while walking, driving, or just sitting is a huge plus for the audio book format. My walks through local business districts have proven to be an amazing experience. The insights that I’ve learned are incredible. Listening to Seth Godin, John Maxwell, or Malcom Gladwell while exploring a new business district has opened my eyes to subtle clues about business success. All of a sudden important stories appear in some businesses while others are truly unremarkable. It truly gives you an important perceptiveness of reality. One that would be very helpful for business owners.

One thing has become clear. I love old towns. The unique business districts with an eclectic mix of entrepreneurial adventures are fascinating. Ever since I was a kid I always dreamed of owning a small business. Having a shop with cool stuff and adventurous customers has always been in the back of my mind. To open a unique restaurant with delicious food and live music has been an unwritten goal for years. Reality has always prevented me from pursuing any of these dreams.

Reality says that most businesses struggle and fail. Walk through any old town and you’ll find that to be true. Yet in every town I’ve been in there are always the standouts. Restaurants with lines out into the street, eclectic antique shops full of curious customers, and the ubiquitous art gallery with the painting you just have to own. What makes some businesses stand out from the others? Why are some a roaring success and others empty? That is the question of my thesis.

Seth Godin has opened my eyes to storytelling. In this new millennium, advertising and normal marketing is not enough. There is always somebody willing to sell your product cheaper and get it to your customer faster. Enter Wal-Mart and the other big box retailers. Selling products for less money that most businesses can buy them wholesale. How can a small business compete? The answer is they can’t. They can’t compete if they are telling the same story. If they are just marketing and advertising the same thing as Wal-Mart, Wal-Mart wins every time… even if it’s just a few cents.

Small businesses must sell a different product and tell a different story. A story that Wal-Mart or other mass retailers could never tell. A story so compelling that people are drawn in from far away.

That is my thesis…

Old Town: Developing an Authentic Story in a Wal-Mart World

Some questions that will be answered.

1. What kind of businesses thrive in an old town setting?
2. Who are the customers that come to old town?
3. What story must be told to bring customers in?

As I explore different Old Towns, these questions will be asked and the answers compiled. Is there a pattern for success? Is there a particular business model that works well in this environment? Is there a particular customer base/demographic that is drawn to old town businesses?

As I have walked through diverse old towns such as Temecula, Murrieta, and Fallbrook certain similarities are starting to emerge. Each town is completely unique but particular business models are coming to the forefront. Some stories are working better than others. There are incredible standouts with amazing tales being told.

Come along and join in the adventure.

Later this week we’ll talk about developing a workable project to accompany this thesis.

Designing and developing our own workable Old Town business.

We’ll buy the land, build the building and develop a story. All on paper… but the story will be real. The beams and stucco will exist only in a CAD drawing but the story will be authentic…

if only in our imaginations…

On the side of my Starbucks cup was the word elucubrate. This interesting word means “to produce (a written work) by working long and diligently.” This is a great mission statement word for this blog and others. With a path of over 40 audio books, the listening experience of these books will be captured in words and pictures over the next few years in the pages of this site. This has been an amazing experience so far and one I would like to continue to share with you.

Blogs are very interesting journals and a view into different aspects of life. Some of my favorite sites are definitely elucubrating amazing works of productivity, leadership, and motivation. Take a look at some of the links on this site and become a part of their ongoing stories. Sites like 100 bloggers offers a glimpse into the psyche of a variety of different authors. One of my favorite writers, Seth Godin, elucubrates a continuation of his popular books on his website every day.

For those of you genuinely curious about life, you’ll enjoy the continuing story on Dwayne Melancan’s blog. Dwayne always finds the most interesting tidbits of information as he travels around the world. His post on travelling “Unwrinkled” is a classic. Keven Eikenberry asks questions and the answers are always thought provoking and interesting. His story about the “shoe tree,” will make you think about creativity and possibly challenge you to elucubrate that written work of art that you have promised yourself that you’ll write… someday.

I noticed this morning that popular blogger, Rajesh Setty, has elucubrated a new e-book. Entitled “Personal Branding for Technology Professionals,” this is a great example of helpful professional resources being offered for free on the net. His previous e-book entitled, “When you can’t earn an MBA,” is a great resource for anyone looking into the MBA process.

I would love to hear from anyone willing to elucubrate a comment about this post.

Have a great day!