"Goosebumps, ever wondered what makes them?"
So started the brand narrative I recently created for d&b audiotechnik, one of the world's leading makers of speaker systems (Sydney Opera House, Royal Albert Hall, Wembley Stadium, the Taylor Swift tour... it's a very long list).
It's a simple question inspired by an off-hand story I heard about why the founders started out in the early 80s.
I'm mentioning it because, in my experience, the reason a business started is the reason it still deserves to exist today. The human condition doesn't really change very quickly (find Bill Bernbach's 'unchanging man' quote).
What does change is context.
Cultural context is the glue that binds your product and your audience together.
Many businesses just think about product and customer which is hard to make interesting. Triangulating with context brings it all to life, it clarifies your place in the world and people's lives.
So, as a business, you need to figure out how the question you asked yourself when you started is relevant today. And I think that applies whether you're a bootstrapped start-up or a 43-year old mega-multi-million turnover organisation like d&b group.
Turns out that goosebumps are a contortion of our 'fight of flight' response. Triggered by unexpected change and the more immersed in the moment we are, the more we feel them.
Which is handy, because this brief was to communicate that d&b group are changing and creating more immersive experiences - so goosebumps all round then.
Understand your founding truth and keep telling it.
What's true is true.
#founders
#founderstory
#clarity
I help you negotiate 30-50% more in compensation | LinkedIn Top Voice | Founder of The Salary Bump | Chief People Officer | Speaker | Relentless seeker of the perfect beach.
4moPlay is SO important! I do puzzles....love all of it!