Helge Tenno > “A New Year Resolution for 2011”

Note: I myself often use Apple as an example, but more on a meta level, as a culture, an ideal, more on a leadership level.
You may never become Apple, and Helge is right, but you may add a few traits to your own character – as a manager, brand, or corporation. Let us follow Helge's example. … Please enjoy!

(L/M NET features Helge's inspiring posts on a regular basis.)


“I promise not to use Apple, Nike or any other exceptional international superstar brand to prove a point in 2011.”

The excess and extent to which some of these brands are taken to account for stuff invites to think that if only half of it where true, the other half wouldn’t be.

Apple (as an example) is not proof that something might work. It is the story of one spectacular company, unique leadership and the right circumstances. If its success was copyable it would have been copied. Waving the Apple icon in front of readers or clients eyes is not only irrelevant, but also a distraction.

Brand superstars serve as proof that anything could happen, inviting clients to take a chance on both the best and worst of ideas – instead of forcing us to work within the confines of reality where only something could happen.

In 2011 I will stop using universals as proof that anything is possible, because the most interesting stuff, the most valuable stuff, is found when we agree that our clients have clear and identified limitations – and then solving stuff within these.

Helge works as a Planner for SDG, helping brands and organizations discover WHY they are valuable in consumers lives, and HOW they can create deliberate value on the arenas and inside the interfaces where they connect with them. @congbo