brand manifesto

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A brand is always answering two questions. The first one internally facing: What do we believe? The second, externally: How do we behave? You must remain authentic to yourself, your core values, and what you stand for. If you’re not, people will sniff you out. But your brand must maintain cultural congruence — remaining relevant to the times, alway... See more

most companies see their potential customers as weak, naive, and prone to addiction.

what would the world look like if companies spoke to our highest values rather than looking to make a quick profit off our base instincts...

“Any damn fool can put on a deal,

but it takes genius, faith, and perseverance

to create a brand.”

- David Ogilvy

The startup is a song, not a fixed story. New movements arise, old ones fade, new harmonies join. A manifesto is great way to coalesce the current movement but it must be a living document.

A startup is a story The story is useful because it brings people to work towards something together The story is limiting because employees let it dictate what they can and cannot do The story isn't real - a startup is just people and what they choose to do every morning

Changing the interpretation of the past is critical to controlling the future.

When I was a little girl, I always dreamed of growing up to satisfy user needs in a way that meets business goals for transformative outcomes