I loved Madeline Gins. I loved her as a friend and collaborator, as a sometimes co-conspirator. I loved her as my parent in New York. I loved her as the truly original spirit and intellectual light that she remained until early this morning.
Strategy is born from deep inspection of the question Why? Why is this goal important? If I cannot get to a good answer to why this goal makes sense in the context of my strategic vision, then the goal is suspect (or the strategy is suspect).
A stranger steps up to you on the subway and asks you to write a poem. You pause to consider the request. Then you let down your guard, detach from the rush, open your heart and oblige. In that moment you are being a true New Yorker—friendly, generous, creative, kind.
It’s not uncommon for clients to describe themselves as “the best-kept secret in town.” When they do so, a scene from Dr. Seuss’s classic, Horton Hears a Who, comes to mind—every Who in Whoville making noise to be heard out beyond their puff of dust.
If your Brand Idea is succinct, meaningful and consistently expressed, it'll be audible outside of your brand bubble, outside of Whoville.