Strange Currencies
One of my favorite singles from R.E.M.’s iconic album, Monster. When you hear it, it’s like you’ve heard it before (sorta like “Everybody Hurts). And that’s the point. Everything old is new again, with a different riff.
Recently, someone asked me how I transitioned from working in consumer brands to healthcare. That’s easy. I am a professional patient. I’ve seen the good, the bad, and the beautiful firsthand. Excellent care, a doctor who listens, and the stunning results of an individualized treatment regimen add years to your life. How does this approach apply to creating your voice?
Marketing is What You Do. Branding is Who You Are.
The lines are blurred between B2B and B2C. Until robots replace us, business requires humans. Here’s a list of what works and, more importantly, what does not.
What Works?
Humans- first
Trust-build it
Differentiate-own a swim lane
Focus-lose the laundry list
Collaborate-it takes a village
Innovate-make something better
Iterate-bust it, break it, fix it
Cultivate-always
What Does Not Work?
Industry speak and buzzwords
Lack of differentiation
Lack of trust
Lack of Convenience
Hiding behind technology
Regulation paralysis
What Does the Future Hold?
Humanness-creating meaningful connections through storytelling
Influence-the character of your company IS your brand
Culture wins-your people and your customers are your culture
If you forget everything else, remember this: we are all human beings. As a brand and as a company, share what makes you human. That’s what makes you great.
