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.

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

The Un-Sexy Solution

If you ever want evidence why our species has survived so long, Google Images for the phrase "There, I fixed it." You'll find thousands of pictures of hilarious solutions to some of life's challenges. And a lot of duct tape.

Those pictures always reminds me of my days at Gap. I was amazed when I realized that the $16B goliath ran entirely on Excel spreadsheets being emailed around the globe. Unsexy, but it got the job done.

The tech explosion has introduced myriad apps, sites and hardware that are really sexy - with more features than you could explore in a lifetime. You can get lost in the sea of functionality, interfaces and connectedness. Last week I saw a cutting board that has wifi. Really.

But, sometimes the best solution isn't the sexiest. Sometimes sexy can distract you from actually getting the job done. Sometimes a scuffed shoe doesn't need a rechargeable handheld oscillating brush with a touchscreen. Sometimes it just needs some spit and a rub on the back of your pant leg.

Curiosity Not Passion

I was sitting in a lime green room with a drop ceiling. My guidance counselor said, “You should follow your passion”. I thought, OK, great! The only problem was I didn’t have one. 

Passion is a word that carries the weight of certainty. Passion burns with a lot of heat. But passion can also run out of fuel before the destination is reached. 

If she had asked me instead, “What are you curious about”? That was a question I knew the answer to. I had a bunch of answers to that one. 

Curiosity is evergreen and self-perpetuating. Curiosity invites exploration and experimentation. Following fascinations can lead you into new worlds. One interest fuels another and they expand into the realm of possibility.

Even now, we are prodded from every angle to follow our passion. The media says it. The business book authors say it. They say it on Shark Tank. I am certain that there are thousands of brilliant businesses, products and careers that were never launched because someone hit the “passion” wall. 

I'll bet curiosity has launched thousands more.

Idea Muscles

It’s been a while since I worked out. Things are starting to get a little soft. I know when it's time to get back at it because it gets progressively harder to entertain the thought of actually doing anything physical. A body in motion…

I found that coming up with creative ideas works the same way. The more I don’t do it, the harder it becomes. Creative thinking is like a muscle. Just like lifting weights, there are exercises I do that make it stronger. When I don’t do them, my creativity sits on the couch and orders in pizza.

Inspiration doesn’t pop in your head like a lightbulb. You have to go out and hunt it down. I feed myself with graphic design on Pinterest, branding trend on Medium, hit my retail go-tos in Manhattan. Whenever I get a thought, any thought, I click to my Google Sheets tab and write that sucker down. I brain dump. I have to get 5 ideas down before I can take a breather. 

If you’re stuck, if you are feeling a little vacant, get that idea muscle to the gym. Lift some. Inspiration isn’t magic, you have to put in the work.

You Are A Package

I’ve done a lot of work in consumer packaged goods. The biggest challenge is getting consumers to choose your product from all the others on the shelf. Recently, in working with entrepreneurs and mid-sized businesses I have noticed how many of the guiding principles of CPG translate directly to their branding challenges. Here are three:

Shelf Pop: When you are on display, as an individual or business, you have to know what your competition looks like. What shape are they? What colors do they use? Iconography or photography? Bottle or box? You need to differentiate yourself in a way that makes you jump off the shelf when a purchase decision is being made.

Communication Hierarchy: At most, you get 3 levels of communication. Brand, variant and flavor. You have to make hard choices about what you want your customer to know. What motivates them? A functional or an emotional benefit? Are you going to make them look sexier? Make them smarter? Define what your label says. 

Shopper Journey: How do customers shop for you? Impulse buy at checkout? Always right next to the sunglasses? Are you with your competition or are you charting new territory in a different aisle to stand out? Create an intuitive path to help people find you.

These days, the physical and digital worlds are packed with brands to choose from. Your goal is getting picked. Becoming someones favorite. How will you make it from the shelf to the cart?