I like metaphors. A good metaphor provides clarity. A great metaphor gives actionable direction. A fantastic metaphor can spell the difference between spending decades in search of incremental growth…or experiencing unstoppable scale. Last week, I came across one such fantastic metaphor…because it nails the distinction that separates great brand stewards from mere entrepreneurs:
"You Can’t Build a Castle On a Swamp"
"You Can’t Build a Castle On a Swamp"
What’s the swamp? The swamp is branding your category promise; The swamp is polling your friends which logo to choose; The swamp is confusing PR with publicity; The swamp is copying your competitors’ copy; sticking too long to irrelevant positioning; delegating brand management to the marketing department, I could go on…
All that business – or should I say “busyness” – avoids the one action that lies at the heart of every enterprise that has ever reached scale: Going out and deliberately finding your higher ground, your category trumping differentiator, your space above everybody else’s in your market or niche – and claiming it for your company.
All that business – or should I say “busyness” – avoids the one action that lies at the heart of every enterprise that has ever reached scale: Going out and deliberately finding your higher ground, your category trumping differentiator, your space above everybody else’s in your market or niche – and claiming it for your company.
And our raison d'être is to help you do just that: To discover – and secure – your brand’s mountain top location. It is the only space your business ought to occupy if it is to make a superior and lasting difference in your category. It is the only space from which to scale. Why would you build anywhere else?
"You Can’t Build a Castle On a Swamp"
"You Can’t Build a Castle On a Swamp"
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