Mistakes are the yardsticks
Of course nobody wants to make
a mistake. Mistakes by their very
nature are quite expensive. However
in attempting the impossible one
is likely to encounter failure. It’s a
beautiful thing; A turning point. It
proves you are taking risks.
We marvel at how Steve Jobs and Bill
Gates, the two computer giants never
completed their graduate classes.
It’s a significant plus in their story.
Disrupt your success to create a new
story. Make that mistake.
Keep Walking
Steve Jobs put it better, “Don’t settle.
Keep looking”. Brands that desire
to live long must keep walking.
Barcelona must keep updating their
brand of football to compete at the
moment. Uchumi, NBK and KCB at
one point slept on their laurels. They
were nearly swept off the market.
Living brands must keep updating
their offerings and benchmarking
with the best in the world. Nokia
lost the African market to tablets in
a blink. Blackberry slipped and is left
playing catch up. Even roofing Iron
sheets have kept improving. Keep
walking. Don’t settle.
Maintain the story line
Change is good but maintain the
story line. Be part of the change
but in the same industry. Don’t be a
Chameleon. Change strategies but
not principle. Be like Jesus who came
and died for a course.
Let your story flow but with
unpredictable ending. Keep them
guessing. What next for Coca-Cola
in their quest at quenching thirst?
Step on big toes
No one creates a big story without
ruffling giant feathers. Stir some
controversy. Think differently.
Challenge the norm. You are enrolled
in the school of greatness and one of
the courses that you must pass to be
awarded this particular certificate are
those big toes blocking your way.
Brands must stir up their industry.
Take on the giants in your field. Of
course your nose will be bloodied.
Nothing good comes easy. Kiss100
Radio took on the monopoly of KBC
radio and shook that industry. They
proved that there was still untapped
niche in that industry.
Keroche has taken on the giant
EABL and paid a heavy price.
Supermatch took on BAT. Look for
and step on those big toes to shore
up your story. It’s your bridge to
greatness.
Lend yourself to a course bigger
than self
Whatever you do to members of your
family are basically obligations. No
one is remembered for taking their
children to good schools. You build
a legacy by the things you do for and
beyond self.
Similarly, whatever brands do for
their customers is basically customer
service. Great brands inclined to
weaving a beautiful story must lend
themselves to courses beyond their
customers and profiteering.
That’s why I love Equity wings to fly
Foundation, the Keroche Foundation,
the Safaricom Lewa Marathon, the
Standard Chartered Marathon and
The Mater Heart Run.
Age is nothing
It is not how long you have lived. It’s
how much living you have packed
in those years. Martin Luther King
Junior or Jesus Christ never lived
beyond 40 years of age yet their legacy
remains strong to date.
Similarly, brands must never be
deluded with celebrating 50 years
of existence while they are almost
extinct. Uchumi has those 40 years
and struggling. Safaricom is relatively
young and is changing lives. Finally,
Brands are living things. Build them
to resonate with the society. Let them
touch lives beyond their business
calling to create lasting experiences.
As for individuals, pack more living
into your days; experience more
challenges, make that mistake, step on
your husband or wives toes; you never
know, you may just get a divorce and
in the process create a beautiful story
of your life! You are fore-warned!
Evans Majeni is a seasoned marketing
professional and columnist in this
publication. He sells Apple Products in
the Westland’s suburb of Nairobi. You
can commune with him on this or related
matters via mail at: Info@tahididigital.
co.ke.