I have a young team.
My job is to coach them.
I want to build the Hiut brand, so its influence is far greater than its size.
And I spent the marketing budget on a good coffee machine.
That’s just how it is.
I don’t view lack of money as a constraint.
But a lack of clarity most definitely is.
So if we want to stand out in a busy world, we have to get clear on the main things.
- Who are we for?
- What change do we want to see in this world?
- How do we tell our story so that another human feels it?
- How do we look after our culture, what can never be lost, what can be easily lost?
So, on mornings when we are not clear, we have a clarity session.
Just 15 minutes.
We write bullet-point answers to the question of the day.
On Post-it Notes.
Then when the buzzer goes, we all have to pick one thing.
The most important thing.
THIS SEPARATES THE ESSENTIAL FROM JUST THE IMPORTANT.
THIS IS GOLD.
For example, what if there was a lack of clarity about what makes us unique (our story.), I would use the clarity sessions to draw THE KEY distinction:
What is important to us and what is unique (THE ESSENTIAL) to us.
That distinction matters.
The clarity sessions help us make those distinctions.
They filter out the clutter and leave the essential.
Mostly, when brands come to tell their story, they think they have to say everything.
But great communication is about saying less.
Just the stuff that matters.
Because people is busy.
They are not your editor.
That’s your job.
Kudos where kudos are due:
I got this idea from a practical book called ‘The 3-Minute Rule’ by Brant Pinvidic.