I asked my 15-year-old daughter the other day, "What makes a great brand?' Do you know what she said? "Morality defined by action."
Gen Z, which my daughter is a part of, is the generation making the decisions that will shape the future, and it's fascinating to see how they view this expanded role of brands and businesses. Her response is indicative of the fact that times have changed. Delivering on a brand promise, which used to be the singular focus for businesses, has become table stakes.
Brands must keep their word about the products and services they provide and give back by doing good for society and the wider community. I've been very fortunate over the years to work with some of the world's best brands, Nike in particular, that focus on moving the world forward. In Nike's case, through sport. This brave risk-taking (standing by Colin Kaepernick against social inequality and police brutality) is a fantastic example of a brand taking bold action.
Despite the fact that supporting Kaepernick and other Nike Athletes led to disgruntled consumers burning Nike shoes in the street and Trump – President at the time – openly criticising the brand, Nike stood firm. As an employee during that time, I couldn't have been prouder, and more inspired to "Do the Right Thing" (a Nike Maxim). It's this strength of purpose, delivered with passion that, for me, is truly inspiring.
What Role can risk taking play in acheieving success?
Risk-taking is really important to achieving success in business, as calculated risk-taking often leads to opportunities for growth, innovation and advancement. Building a business requires a commitment of both time and money, risks in and of themselves. Balancing risk with caution and strategic planning is important to maximise the chances of achieving desired outcomes. Robust strategic planning – a clear vision, specific goals, and a mission grounded in purpose - can really help provide context and a filter for risk-taking. Risk-taking also requires courage, confidence and a willingness to embrace uncertainty – on the part of the individual and the organisation.
In a small business context, it involves making a decision on the basis of the information that you have today, choosing progress over perfection, BUT making sure that you have the flexibility to pivot in the future if you need to. Having set up a CBD business based on tinctures, but then seeing the commoditisation of hemp along with an ever-more crowded marketplace competing on price versus quality, led to me taking the decision to pivot with LUV Wellness into skincare. During that journey, I also saw how popular CBD was becoming, and because of the research and development we were involved with, we chose to release a skin serum made with CBG. This ensured that we were at the cutting edge of innovation in the space and able to differentiate from the competition.
What's important when seeking to foster a culture of innovation and creativity?
Inclusivity and open dialogue – a culture where all ideas are welcome
Diversity – in all its forms but especially fostering an environment that supports diversity of thought
Sustainability – ways to create and innovate that have a positive impact on profits, people and planet
Trust - the ability to trust your team
Risk-taking – encouraging a team so that they are empowered to take risks
Integration and route to market alignment - Understanding that a culture of innovation can and should impact all areas of the organisation, from product to brand to marketplace
Flexibility – to identify when something isn't working and then pivot in a direction that is
Humility – of leadership to take responsibility when things don't go to plan
Collective wins – recognition of the wins and reward for progress felt throughout the organisation
What is your personal success philosophy? And how do you use this to inspire and motivate those around you? Here are some ideas based on mine...
I have a number of mantras (some borrowed from Nike) that make a difference in my success, both personally and professionally.
Do the right thing
Progress over Perfection
Your job isn't done until the job's done
Listen to the Voice of the Consumer - The Consumer Decides
The best marketers focus religiously on one question: What does the customer need?
The marketing experts I've worked with all have different styles and preferences, but all of them have a consumer-centric approach that puts the target market first. Because the truth is, it doesn't necessarily matter what you think or feel about something as a marketer. The voice you have to focus on is the consumer's, not yours.
In every decision you make, big or small, you need to keep asking yourself: am I really focused on serving the consumer here? Is this what they want and need? Being able to answer these questions doesn't come overnight. It comes from spending time where they are, showing up consistently to find out their problems, learning their language and presenting your solution in a way that resonates.
Ultimately the consumer's preference must be the marketer's compass, and if you find their true north, it won't be long before your business starts getting where it wants to go. Read my full interview to Enness Global and discover more here.
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