Everyone wants to be Nike. And I can tell you how. But it’s simpler than you think. It’s also harder than you think.
“If you want more sales, make more calls.”
“If you want to be stronger, work out more than once a month.”
And, I would add, if you want a strong brand, do your research.
People want to skip this step because they don’t want to have to be curious. They don’t know how to ask the “obvious” questions or question assumptions. They just want all the answers to be there already.
I think the Cross Movement said it best: They just want the watch, they don’t want to know the time.
And this is understandable. Most people aren’t geared to do this kind of work. They aren’t curious about the hidden truths in the brand that could make it push to the top. They don’t have any faith that there are values that you can connect with in the market. They can’t slow down enough to study their situation to see subtle connections between the brand and the audience. Finally, they don’t know how to catalog and choose the best strategy to turn those subtle connections into a super-valuable, Nike-style brand relationship.
I’m not saying all brands can be the size of Nike. I’m not even saying all brands can have such a strong relationship. But in a world where manufacturing is getting more efficient, service is the industry of the future. And service is a relationship — a meaningful relationship with people.