Brand Matters: Clean Sweep
Brand rummage sales are more than a way to shed some avoirdupois. They are also cathartic. They have the potential to free brands and their creators from what is holding them back, draining their energy, taking them off focus. These brand cleaning and cleansing days encourage us to change our ways, to make “stop doing” lists alongside all the “start doing” lists we have. They help us become more intentional editors, strategic questioners and energy collaborators. The benefits of the fierce conversations that occur around all of these topics can help brands leap forward into new vistas unencumbered.
Jim Collins, a highly acclaimed author perhaps best known for his book “Good to Great,” is a serious practitioner of intentional editing. According to a recent profile of Collins and his latest work in The New York Times, he is able to produce such meaningful books on management and leadership because he purposely focuses his time on just three main tasks. By ruthlessly editing out all the activities that don’t align with those three goals, he is able to marshal his energy for the very best.
So, roll up your sleeves, get a little dusty and dirty, and work hard lugging the old stuff out. Take time to reminisce and savor the once forgotten treasures. Toss all that is irrelevant. Let go of the past mistakes. Then stand back. Look at the clean space. Breathe. Smile. Make your customers happy that you paid attention. Hopefully, you’ve got less stuff.
Andrea Syverson is president of IER Partners, a strategic consulting company specializing in innovative brand and merchandising directions. She may be reached at email@example.com.