“In ancient times, the North Star was the anchor that held the world in place, the stable, motionless hub of the night’s orderly parade of stars,” said Dr. E.C. Krupp, Director of Griffith Observatory in Los Angeles.
The North Star is not the brightest star in the sky. Unlike many stars that travel a great distance over the course of the night, Polaris—the North Star—always stays in roughly the same place. Therefore, it is a reliable way to find direction.
Polaris is a symbol of inspiration that guides you and leads you toward a purposeful destination. It is not your goal. It is not your strategy. It is your “why,” the reason you are in business, your true sense of direction.
Why not choose the brightest, most impressive, mysterious, and distant star to guide you? Wouldn’t it be much more inspirational? Why select the reliable one, the lighthouse that you can always spot at night?
Finding a North Star, the very core of your brand’s story, requires boldness, curiosity, focus, intuition, and understanding of others. Once you connect with it, though, you should be able to spot it at any time. You will adapt your brand’s story to changing circumstances and to your own development, but the very essence of it will firmly stay in place. The whole starry sky can be in motion, changing and twinkling, but you will always know where your Polaris is. Thus, you will never get lost, even if you might get off track now and then. People will always know what your brand truly stands for. If you produce sneakers under a cool name like Nike, and all of a sudden you decide to start a hotel business, people will have no problem imagining what your hotels look and feel like because they can easily connect with Nike’s North Star.
The Black Horse Method by John Weston Group, a storytelling business strategy for brands' growth, is a telescope spotting the North Star of brands. We understand very well that there are stars, there are shooting stars, and there is a North Star.
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