A Hamster Wheel In The Forest

Scientists recently did an experiment. What would happen if you put a hamster wheel out in the forest? No food. No red button to press to get a treat. Just the wheel, an open door and a motion activated cam.

Mice, rats, shrews, voles, lots of little guys who were obviously not getting enough exercise showed up. They ran. They came back again and again. It turns out hamster wheels aren’t just for the incarcerated. When the scientists took it away, they all kept showing up wondering why the gym had closed.

If you take a proven concept and place it in a new context, you may find out things about your audience that you didn’t know. What actually motivates them. What they are really thinking. Why they are responding the way they do.

Contextual awareness is the next major hurdle in marketing. The goal is being aware of your customers changes in location, behavior, interests and needs at any given moment, as those moments change. Do you truly understand what makes your customers tick?

photo credit: Philip Roberts @flickr.com

Just Keep Swimming

I was scuba diving in St. Croix a couple of weeks ago. Lionfish are an invasive species in the Caribbean and they are eating all the other fish - absolutely decimating reef populations. They’re evil. So whenever you go diving these days you take a speargun. Because while you’re out having diving fun, you are also always hunting lionfish. 

When you spear a lionfish, sharks, who can smell a single drop of blood in an olympic-sized pool pick up the electric impulses and soon show up hoping for a free meal. So you have to keep your eyes open. Because when sharks arrive after hearing a dinner bell, they are let’s just say, frisky.

The athletic marketplace is looking a lot like a reef these days. With the imminent demise of traditional sporting goods retailer Sports Authority, there is blood in the water. Athleisure brands like Under Armour, REI, Athleta and Sweaty Betty are circling, taking advantage of the opportunity and snapping up new customers as lifestyles and tastes change.

It’s survival of the fittest. Design and strategic branding are powerful assets for customer acquisition, but so is just paying attention when someone else is getting speared.

photo credit: lionfish: keywestaquarium.com

Under Your Skin

My wife Beth has some tattoos, a few different styles, added at different times, and scattered about. One cluster she wasn't happy with anymore. She decided to join them together into a single design that was unified and had continuity. 

In the tattoo world, they call this a “cover-up”. But obviously you can’t just start over with a clean slate. You have to incorporate the old designs into the new one in order to hide them.

It’s complicated, expensive and it takes far longer to do than the original. Meaning even more time under the needle. Ouch.

I’ve been working with a entrepreneur who realized the brand presence they have is a bit of a mess. They had developed it piecemeal, designing new elements as they were needed. But as it became larger, the brand became scattered.

As we worked to clarify his brand strategy and create an cohesive design system, it struck me that branding is a lot like tattooing. It’s far better to think it through and make the investment than to cobble it together bit by bit. 

Because doing a brand cover-up hurts.

A Better Mousetrap

My next door neighbor has mice. It was a cold winter here in the Northeast and I guess their basement was a little more cozy than the woodpile outside. Their cat, historically a great mouser, has been slacking. It's not healthy to have mice around when you have kids, so they had to set some traps.

Peanut butter is the ticket with mice. The trick is to put the trap out without setting it and let them get used to eating from it. Then one day you set it. 

Brands do the same thing with us. Nestle is doing it with their chocolate. We like Nestle's chocolate. We've gotten used to eating it.

So when Nestle announced that they’re going to cut the sugar in their chocolate, they set the trap.

We all know eating less sugar is a good idea. We’ve been packing away a little too much of it for the last few decades. So Nestle is betting that if we know there is less sugar in their chocolate, we will feel better about buying and eating more of it.

Some of us may be smarter, or have more willpower than that. But this mouse likes the cozy warmth of the idea of more chocolate. More chocolate is always better. Snap.

The Revolution Will Be Commercialized

In 1968 I had really long bangs. My haircut was modeled after Sandy, from the TV show “Flipper”. That haircut, a paisley nehru collared shirt from Sears, and a huge peace sign medallion from Spencer’s Gifts made me feel like I was participating in the 60’s revolution from my suburban home in Louisville, Kentucky. 

I didn’t know it then, but I was a perfect poster boy for the mass commercialization of hippie counter-culture.

Brands have always capitalized on societal trends. But many covet the prospect of having a deeper relevance, so they weave cultural trigger points into their messages. This is a risky line to toe. It’s very easy to be seen as trivializing them, or worse, profiteering from them.

Just ask Pepsi. #Resist-washing is the new green-washing.

Many of us feel deeply jarred by the current climate of political upheaval and global unrest. Brands, striving to be relevant in our lives are trying to show us they care. But can you show me you care without trying to sell me soda simultaneously?

photo credit: public domain advertisement

Let's Co-Everything

From co-working to bike-sharing to millennials co-habitating with their parents, it looks like owning something yourself is just getting too hard.

Going it alone in retail is hard, too. Just ask American Apparel. One of the fastest growing US companies only a decade ago, they are now closing their doors. They hadn’t made a profit since 2009.

The cost and risk of opening a retail presence has always been a significant barrier for brands just getting started. You used to have to go it alone. But now you don’t have to. 

There is a co-retailing startup called Bulletin. It helps smaller brands merchandise their products without having to have a brick and mortar store of their own. They divide up a single retail location into smaller sections, from a shelf to half a store, that you can rent month-to-month. It’s brilliant and is smashing the barrier to entry into physical retail.

The new co-economy is giving rise to this kind of innovation every day. Is there a barrier to entry that is standing in the way of you growing your business or creative practice? Take a step back and ask, “How can I co-it?”

photo credit: Sebastien Wiertz @flickr.com

Surprise and Delight

“Surprise and delight” is a phrase you hear in branding an awful lot. For good reason. Turns out, if a brand can make you feel surprise and delight, chances are you’ll part with some cash. 

Last week I flew in from SF to Newark and jumped in a Yellow cab. The driver was an older guy who immediately started sharing his life story with me. I was tired and I can’t say I was thrilled. But I wasn’t prepared for what he said.

“I just drive this cab once a week. Because I’m an astrophysicist the rest of the time. I got my doctorate in Berlin. The best place for STEM education. I drive because I have 4 kids in college. Three of them in med school, one in law and I need the money.” So of course I started pinging him with all the questions I had about the universe. Because, well, you don’t get a captive astrophysicist every day do you?

In the 20 minutes it took us to get to my house, I learned: 1. You can tell those 7 new earth-like planets can sustain life simply by the light emitted from them. 2. Life starts on planets as a result of volcanos. 3. There is water in the sun. (I know, but believe me, he can prove it.)

He completely blew away my taxi brand preconception. And he got a handsome tip. Because he truly surprised and delighted me. That and he didn’t drive like a maniac.

photo credit: pixagraphic@flickr.com

You Both Win

I opened a business checking account about 4 months ago at Wells Fargo. It took about half an hour. In and out, no big deal.

So when I walked into the branch last week for the first time since I opened my account, I was shocked when I was greeted at the door by name. “Hi Mr. VanDusen, great to see you today. What can we do for you?[smile]” 

To say I was shocked is an understatement. Whether or not this guy had some special memory gift or not doesn’t really matter. What did matter is that I suddenly felt like I mattered to them. Sure, Wells Fargo could be doing damage control for their recent transgressions, but in that moment, I forgot all that. Because they recognized me. I wasn’t just an account number. They knew my name.

The more distant our daily business transactions become, the more we need to reach out and touch people on a personal level. Because if you can figure out how to make people feel like they matter, then you both win.

photo credit: Crystian Cruz @ flickr.com

Our Brand Is Crisis

A friend of mine works at Nordstrom in design. She posted on Facebook that she and her co-workers received an email from the three Nordstrom brothers condemning the Muslim ban. In it they reiterated their “values of diversity, inclusion, respect and kindness” to their employees of which “thousands…are first and second generation immigrants”. A buoyant and positive brand narrative.

Days later (in a ‘totally unrelated move’) Nordstrom dropped the Ivanka Trump line. The POTUS sent out a condemning tweet. Kellyanne Conway went on FOX News asking the viewers to buy her boss’s daughter’s products. Federal laws were possibly broken. Apologies were made. Then rescinded. Pretty much a PR disaster.

After taking a slight hit as a result of the tweet, Nordstrom’s stock price did something interesting. It went up. A lot. So did sales. It seems that valuing and protecting the people that work for you is good for business. 

Brands that are built on celebrity rise and fall on the actions of the ambassador’s associations. When that persons name becomes synonymous with a chaotic and negative narrative, is it any wonder the brand is damaged?

photo credit: Grégoire Lannoy @flickr.com

Brandbot Voice

Danger Will Robinson. Those were the first robot words I remember hearing. Robbie the Robot on "Lost In Space" with his dryer vent tube arms flailing was a voice you could trust. Always watching out for Will.

I got a text the other day from someone who said they met me on Tinder and wanted to chat. Except that I’m not on Tinder. So that was the first giveaway that she was a chat 'bot. The second was that she wanted my credit card number so she could verify my age. Ummm, no.

Our first painful brand 'bot interactions were likely with voice recognition on customer service phone trees. But everyday the chances increase that when we are interacting with a company online, we are actually talking with a chat 'bot. This presents brands with a new and significant opportunity.

A powerful new touchpoint for reflecting brand personality is appearing. Not only does talking to a ‘bot need to feel “normal” but ideally you want to design a conversational brand voice that aligns with your brand’s positioning. And unlike my Tinder friend, it needs to be one you can trust. 

photo credit: Scott Beale @ laughing squid, http://www.laughingsquid.com

"Design ROI"-Rob Wallace

[The following article is a guest post from my good friend Rob Wallace of Best of Breed Branding. Posted with permission from the author.]

DESIGN ROI

Age of Accountability

While we live in the design age, we also live in the age of information and accountability. Today every business decision is supported by accurate and timely data.  Every effort is scrutinized for its direct impact on the bottom line. The new corporate mantra is, ”if you can’t measure it, you can’t manage it.” In the vernacular, management is asking, “show me the money”.  If you are a design manager, my goal is to help you do just that.

The Proof

I wrote an article for the Design Management Journal that has been described as providing “ground breaking thought leadership” on quantifying design’s return on investment.  Please email me for a copy at Rob@wallacechurch.com

This article represented the culmination of five years of independent research on empirically calculating design’s value.  It was built on an ROI methodology created by statisticians and used data from Wallace Church’s brand identity/package design assignments plus a handful of additional case studies supplied by major cpg corporate package design departments.   The methodology is outlined in Don E. Schulz and Jeffrey Walters’s book, “Measuring Brand Communications ROI” which is available on Amazon.

This article concluded that, on average, every dollar invested in advertising and package design resulted in over $7 in incremental value for the brand.  Great news!   But even more interesting is the data from case studies where there was no advertising and package design was the only element that changed. In these cases every dollar spent in brand identity/package design generated over $400 of incremental profit.  

New Insights From the Forefront of Design ROI

It has been several years since this article’s first publication, and I’m happy to report that the additional data we have garnished further supports design’s paramount ROI.  I’m also happy to report that, independent of this article, the greater business community has begun to recognize design’s paramount value in brand building.  I am however, disappointed to report that we as an industry have yet to embrace a standardized method to measure design’s direct financial impact. And as a result, many design managers still have to fight hard to justify the resources required to fund and manage the design process.

ROI Roadblocks: Reluctance, Fear, and Disbelief

While most design managers believe that proving our value would greatly benefit the design process, many remain skeptical. To some, it’s wrong to extract design from all the other tools that drive purchase behavior. One individual articulately commented, “I have spent so much of my energy convincing marketing to consider design as an integral part of a synthesized branding effort, why would I want to separate it now?  Even if we can, we shouldn’t measure design in a vacuum, but as part of an integrated whole”.  

There are those who consider the $400+ ROI result shockingly high and therefore not believable. This result seems hyperbolic, and therefore, is an easy target for “too good to be true” skepticism.

To those concerned, I say, try it.  Prove or disprove it to yourself before abandoning the notion.  Until we can segment each marketing effort’s specific impact on the bottom line, we’ll never know how to best dedicate limited resources. 

There are a number of prominent design practitioners who are simply reluctant to be quantified. I well remember a discussion with design evangelist Tom Peters, and how he emphatically emphasized that design must never be “relegated to the providence of the bean counter”.  I understand his point. Still, I’m convinced that senior management will no longer allow design to fly below the accountability radar screen. To those who are reluctant to being quantified, I suggest that we designers initiate our own accountability process. We need to set our own standards and develop our own best practices. For if we don’t, surly a process will be thrust upon us.

There are those who are concerned about setting the bar and having to continually raise it. “Congrats! Our last design project resulted in a $400 ROI.  Tomorrow I expect $500, then $750 and then $1,000.” To those who fear this upward spiral of expectations, I suggest that we first establish our own base standard and then embrace a process of constant improvement. We need to continually hone our best practices until we determine design’s ultimate profit potential.

Then there are those who are concerned that the methodology is not universally extendable to all design disciplines. Most, if not all, design disciplines result in a “before and after” that can be measured and compared against costs. Disciplines such as product design, merchandising and promotion all have measurable variables. Some design disciplines have success criteria built into them such as web design “click throughs”.  Even “soft measure” design disciplines such as corporate identity or environment design, can be analyzed against perceived stock price or worker productivity. While there may be no one “magic bullet”, I am passionately convinced that all design initiatives can and should be quantified in financial terms.

Lastly, and perhaps the largest group of naysayers are those who flatly respond, “It simply can’t be done.”  These folks ask, how can you pin point design’s specific impact? How can you control the competition or the market dynamics, or Wall Street, or the rainy Tuesday that discourages shoppers from leaving home?  Until we can isolate design from all of these uncontrollable elements we simply can’t measure it. 

The Moment of Truth

In the last several years, we have discovered that there is a moment in time where all of these ancillary influences can be metered out and package design can be isolated as the only variable. This golden opportunity occurs when launching a major brand redesign effort.

During a redesign initiative, there is always a transitional phase where the new design architecture is “phased-in” to the existing shelf set. New design gradually replaces the old as the product is sold through. This transition often takes a number of months and can be a critical time to measure design’s impact.  Here’s how to take advantage of this moment of truth.

Select one retailer to sponsor the new design. Launch the new identity in its entirety into selected stores in a specific geographic market. Divert the old packaging to the same retailer’s stores in a near-by geographic area with the same consumer dynamics. Keep the pricing and merchandising efforts identical. And then simply measure sales between the test and control stores for a period of several weeks.

During this test period, the brand’s offerings are consistent, the ad campaign and its frequency are the same, and all of the intangible and uncontrollable social and economic aspects are all identical.  The same Wall Street dynamics and the same rainy Tuesdays preside.  Design is the only variable, and the incremental sales that it generates are irrefutable.

The Good and Bad News

These research results have been remarkably higher than expected.  New data shows an average of more than $500 of incremental sales for each dollar invested in design.  In one recent case study for a leading national cpg brand, design’s ROI was nearly twice that.  So what’s the bad news? The results are almost too high to be believed. The results might be more acceptable if they were more like 10 or even 50 to one, but at literally twenty times this rate, they seem “too good to be true”.

Proving the Impossible

The numbers may seem overbalanced because the cost of a package design assignment is so small when compared to other marketing initiatives. The investment in a new identity for a multi-SKU major cpg brand might require a couple hundred thousand dollars in design fees while this same brand might commonly invest millions or tens of millions of dollars in advertising.  If done well, package design architecture can out live two to three ad campaigns. Imagine the media cost if you were required to run an ad that would be seen by all of your possible consumers. In the cases studied, research indicated that only 7% of consumers see an ad before experiencing the product at shelf. Now consider how many possible consumers see your package design. Virtually 100% of your current and potential consumers see your brand’s identity at retail.  With up to 70% of brands in high turn selling environments purchased on impulse, design is the last and most critical opportunity to influence the sale.  Considering all these factors certainly design’s unsurpassed ROI can be justified. 

A New Design Advocacy

If we as an industry are going to prove design’s ROI, then this message cannot come from design consultants, but from corporate design management and independent, impartial and credible associations. Organizations like the Design Management Institute and the American Marketing Association need to take up the cause. In the UK, the British Design Council has maintained a well-respected program called the Design Effectiveness Awards where design is awarded merit based not on arbitrary aesthetics but on marketplace performance. We need its compliment here in the US.

I am calling for a new breed of design advocates to join the fray. I’m looking for a number of passionate professionals to build upon the initial data. I am seeking new advocates to apply this or other methodologies across the entire spectrum of design disciplines. From these ROI results and the processes that drive them, I see best practices emerging, industry-wide adopted standards around the appropriate time and resources dedicated to design so as to generate its highest ROI.  This will be the day that design’s golden age will truly be actualized.

Interested?  Drop me an email and I’ll forward you the methodology and engage you in an ongoing dialogue with other industry thought leaders.  Email me at rob@bestofbreedbranding.com and let's together speed the process to empirically proving design’s value. 

photo credit: Anthony Albright@flickr.com

Open Doors

Just out of college I had a job painting the front doors of 400 apartments in a huge complex. You have to have the door open to paint it, so I got to peer inside 400 families lives. From the outside, all those apartments looked cookie-cutter-same. But when you looked inside they were…

In branding and design you have to understand what people do in order to fulfill their desires. The challenge is getting the truth. What people say they do and what they actually do is often very different. That’s why direct observation is the best way to uncover a consumer need. Seeing is always more accurate than hearing.

Today, people are photographing and posting every waking moment online, essentially opening their apartment doors for anyone to peer in. The Selfie Era. Some call it narcissistic folly. But those of us who leverage consumer insights for a living are having a field day.

photo credit: Hernán Piñera @ flickr.com

A Happy Ending

I like the way these jeans fit. So I decided to order another pair online. Same brand, same fit, waist, length, copied right off of the label. So when the order came… whoa, I was in for a big loose baggy surprise! Does this story sound familiar?

What are these, “Mom jeans” for men? How could it be that a giant in denim, one with 50 years of experience in making jeans was so off the mark? I couldn’t help but see it as a concrete illustration of the market share shrinkage this brand has been experiencing in recent years. 

By focusing on winning back it’s customers through advertising, social media, email promotional campaigns and a parade of celebrity spokespeople, they took their eye off the ball. They forgot about the product.

All truly iconic brands deliver one thing: a consistent product experience. Without that, any other investment you make in winning customers is wasted. Get the product right. Give the story a happy ending.

photo credit: Robert Sheie @ Flickr.com

Going Small

There is this thing called the Ringelmann Effect. Stay with me on this. Maximilien Ringelmann, a French agricultural engineer did an experiment where he asked people to perform a simple task: Pull on a rope. What he learned was that when there is only one person pulling, they give 100% of their effort. The more people you add to the rope the more the effort goes down.

Jeff Bezo’s has a saying, “Any team that can’t be fed by two pizza’s is too large.”. The bigger the team, the more complexity, miscommunication and bureaucracy. The less effort.

There is a trend happening in the branding and design world. Large client companies are divesting themselves of their big agency relationships and hiring much smaller agencies. Like 2-10 people small. I know because I did it myself at Pepsico. And the big agencies are freaking out.

The reason is that the big clients have finally figured out that when you have a tiny agency team pulling on your project rope, they pull really, really hard. They deliver above and beyond.

So as you think about how to handle your next project, consider going small.

Less Is More

In the hallway that leads up to the statue of David by Michelangelo in Florence, there is a row of unfinished sculptures of people. They're called “The Prisoners” because they are half-trapped in marble - they were left in the process of being freed by the sculptor.

I spent the last week cleaning out my father-in-law’s house, as he prepares to move into a retirement community. He needed help shedding stuff. The good news is that he was ready to let go of it. It wasn’t a battle like you see on the show “Hoarders”.

In the process of drastically editing down his possessions, we could see a lightness come back into him. An excitement for new possibilities and beginnings even at this late stage of life. By getting rid of things he was rediscovering something that had been trapped in all the stuff, himself. 

Branding and design are processes of subtraction. You shed all that is unnecessary to express the kernel of the idea. You find the essence. 

By shedding things, we carve a space for new experiences. We free the prisoner. In less, we can find more.

Dying on the Vine: Don't Build Your Brand On Borrowed Land

What are the stars of Vine saying to themselves these days? 

Don’t build your brand on borrowed land. 

Twitter announced recently that they will be shutting down Vine, the 6 second video sharing platform “indefinitely”. But what becomes of the stars that Vine made? Well, some of them have gotten internet-famous enough to have parlayed their multiple 6-seconds of fame into work in independent film, cable, TV, advertising, or are taking on longer-form projects than Vine allowed. Apparently, millennials, just like Bumbles, bounce. (Sorry for the pre-Thanksgiving Rudolph reference…)

But there are scores more not-so-stars who will be hung out to dry. Those with hundreds or thousands of followers cultivated and nurtured over years of posting video content snippets. All them will go poof very soon. 

It’s not like it hasn’t happened before. Think of all the individuals, bands, companies that poured blood and sweat into MySpace internet-eons ago. The volume of content being generated is larger than ever and the pace of change is faster than ever. So when change comes, having your content host and your associated following disappear can be a painful wake-up call. 

Building an email list, a documented following that is independent of any specific platform is the gold standard of content developers, marketers and entrepreneurs. It takes a lot of time, effort and money to get folks to give you their email address. Twitter knows this and is happy to shackle you to it’s platform. It makes gleaning the emails of your Twitter followers all but impossible. 

When Twitter goes belly-up, and it will eventually, all those retweets, hearts and follows won’t mean dookey.

The only thing that will matter are the personal networked connections you have made. The ones where you know each others email addresses. And those you might have, dare I say it, talked to on the phone.

While it’s pretty safe to say that email will be around for while, in cyberspace nothing lasts forever. So when the current circus folds up its tent and drives out of town, you won’t want to find yourself standing around still dressed like a clown.

photo credit: el toro @ flickr.com

The Hunt

All over the country people are actually walking around for once. Heads still buried in their smartphones, they are hunting for something. Pokemon. 

Deep down in our DNA we are all still hunters and gatherers.

One of my favorite things about working in fashion, branding and design is trend hunting. Exploring the retail world, stores, cities, cultures, digital environments, observing human behavior. Finding the patterns is challenging, fascinating and intoxicating. If this is happening, what will that cause? What’s next?

Successful brands are always watching. Analyzing the market and spotting where the opportunities are. They get out there and walk around. They know that nothing stands still. What are the macro societal trends? What micro consumer trends are being created from them?

Sure, you can buy a McKinsey & Co. report, but there is nothing like finding that one insight, that one Pokemon of trend hiding in the corner that can make your day. And maybe your third quarter, too.

photo credit: Chase Elliott Clark @ flickr.com

Pick A Lane

I met with a woman last week who just patented an invention. It’s incredibly simple. It's the kind of invention that you look at and say “of course!”.

The invention has implications for food and beverage, entertainment, travel, spectator sports, quick service restaurants, for CPG. The list goes on and on. 

She landed a meeting to pitch it to the largest beverage brand in the world. Let’s call them Big Red. She laid out the 50 ways they could use it. They loved it. They said “of course!”. So it was a shock when the meeting resulted in zip. Nada.

The reason wasn’t that it’s a stupid invention. It’s brilliant. The reason Big Red passed was because they were presented with too many options. No one knew where to start. Even Big Red, who has more resources than God.

She learned the hard way that "less is more". Next time she will pick a lane. One consumer, one occasion, one fulfilled need. The next client will know exactly how to put their feet in the starting blocks. They will see a simple picture of what winning looks like. And how to start. 

photo credit: {Robyn} @flickr.com

Make Your Mark

Long before I entered the design and branding arena, I was a painter. I worked on a large scale, usually about 5' x 6'. I’d sit in my studio and contemplate the expanse of white canvas in front of me. What do I do first? What if I blow it? It could be paralyzing.

Over time I discovered the key to unlock this limbo. You just make a mark. Any mark. You just have to disrupt the white of the canvas. Because after you've made that first mark, you have something to react to. To build upon.

So often we want to create something new. Something out of nothing. Like a business, or a brand, or a blog. But we are paralyzed. The answer is the one I found painting. Make a mark. It doesn't matter if it sucks. Because you're going to keep making marks and over time those first marks will be replaced with something better. Something approaching your vision. 

I can't tell you that starting isn't the hardest part. It is. But you just have to make one mark and then the journey of creation begins.

photo credit: Anders Lejczak @ Flickr

Out Of Your Comfort Zone

Yoga hurts. That’s what my wife’s t-shirt says anyway. It’s funny because if you’ve done yoga, you know it’s true. What yoga does is make you hold a pose that hurts a little, feels good a little and puts you right on the edge of your comfort zone. 

The goal is to maintain a feeling of peace when you are in the middle of doing something hard. It’s a great analogy for business. Our professional work can be trying. Learning to maintain a sense of balance and calm in the storm is what we all strive for.

However, just outside our comfort zone is where we grow, where we learn, where new things happen and new opportunities appear.

To grow, you have to let go of worrying what people think of you. Let go of perfectionism. Let go of that ego a little. Don’t try so hard to fit in. Because winning in business is about standing out. 

It’s about moving out of your comfort zone.