At the start of every client project, we sit down for an initial face-to-face workshop with day one focusing on high-level brand position, and day two diving deeper into the creative and technical.
We kick things off with a 90 minute “discovery” conversation – learning where the brand has been and what it has taken to get where it is today. Then a shift happens and we move our minds toward what can be – what should be – and where the brand wants to go.
This is an incredibly freeing moment of our time together as we allow and encourage everyone in the room to dream big and lay all the chips on the table.
Most recently, I shared the following quote from Seth Godin at this transition from what was and is, to what can be:
“The thing is, like it or not, the future happens. Sure, tomorrow is risky, frightening, and in some way represents one step closer to the end. But it also brings with it the possibility of better and the chance to do something that matters.”
As we build our ideas – our brands – our dreams, recognizing where we’ve come from and where we are is, of course, an important step. But even more important is allowing ourselves to plan and dream for doing something even better tomorrow.
Yesterday with a client we learned that ‘tomorrow’ for them means increasing a product line, improving supply chain and handling that process domestically, and maybe most importantly, for the owner, continuing to improve internal culture and the long-term vision of building a sustainable empire for her daughter and grandson.
Whether you’re tomorrow is revenue driven, focused on process, or defined in legacy, tomorrow – for each of us, brings the potential to do something more efficiently. To do something better. To do something great.