![]() ![]() When I worked at Yahoo, they were embarrassed to share the fact that the most clicked-on button on the entire site was the Yahoo logo (which did nothing on the home page) and the most searched-for term in their search box was also “Yahoo.” People hadn’t figured out what bookmarks were yet, or decided to simply keep clicking around until something worked. If you use the sidebar in your file finder to put shortcuts to the folders you use often, you won’t burn energy finding your way through nests of folders, again and again. If you adopt a file naming system (each version gets a number, from 1 to X, so the latest file always has the highest number before its name) then you won’t hassle with trying to figure out which is the most recent version. Not to save us five or ten minutes a day, but to save us from a few hundred unimportant decisions that break our flow.įor example, if instead of trying to come up with a unique and original password every time you use a new service, you use a password manager, your load just got lighter. These require effort, and there’s probably a finite amount of energy available for these focused choices. I used to drive 200 miles to Boston once a week or so.Īfter a few trips on the highway, my subconscious figured out that getting behind a few trucks for the entire ride enabled me to spend four hours without using much conscious effort on driving.Įvery day, we make decisions. To imagine something better, to ship work that matters, and to lead. If history is any guide, this is precisely the moment we need the urge to create. This serves the defenders of the status quo, but distracts us from the journey. It feels like culture and tech have both hit a cul de sac, and it’s easier to simply chill out. Ennui, eco-anxiety, marketplace exhaustion and justified frustration with systems of caste and injustice have all amplified resistance. In the last few years, though, resistance has been spreading as a cultural norm. We can’t make it go away (the more important and useful our contribution, the more likely it is to appear) but we can learn to use it as a compass. Knowing that it has a name helps us dance with it. ![]() ![]() Writer’s block, procrastination, overconfidence, or a belief in un-delivered talent are all symptoms of resistance. PS a Google tip: you can find the definition of any word by typing “define:” followed by the word into your search box.Steve Pressfield defines Resistance as the inertia, stories and excuses we manage to create to avoid powerful or creative work. “Modern” was always part of the brand brief - no faux traditionalism, but resolutely forward-looking for a new generation of chocolate enthusiasts…” then I wonder if there’s a vocabulary disconnect.ĭesign is essential but design is not brand. If you hear a designer say this (believe it or not, I didn’t make this quote up), “A TCHO Chocolate bar, with its algorithmic guilloche patterns, looks like a modern form of currency. If you’ve never heard of it, if you wouldn’t choose it, if you don’t recommend it, then there is no brand, at least not for you. But just as it takes more than a hat to be a cowboy, it takes more than a designer prattling on about texture to make a brand. Today, that’s a shadow of the brand, something that might mark the brand’s existence. It used to be a logo or a design or a wrapper. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.Ī brand’s value is merely the sum total of how much extra people will pay, or how often they choose, the expectations, memories, stories and relationships of one brand over the alternatives.Ī brand used to be something else. ![]() Here’s my definition: A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. ![]()
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