Movements have inspirational leadership.
June 19th, 2008
[Warning: I am about to talk politics. Sort of.]
We’ve been debating this statement a lot lately at Brains on Fire in light of the political campaigns and the political movement going on around us.
Hillary – the woman – is/was inspirational to many.
Obama – the man — with all of his charisma is inspirational to many.
McCain does his share of inspiring.
But why/how has Obama created a movement and more importantly what does all this mean for moving your company or organization forward?
Obama put a stake in the ground for change right out the gate. And no matter how much you love Obama, are indifferent to him or even if you detest the man it’s hard to argue against hope and change for America right now. He is reminding all of what it means to believe in ourselves again.
What are the lessons from the Obama movement for businesses who want to create a groundswell of loud and proud customers? Well, one big one that pokes out at me: Put a stake in the ground and stand for something meaningful. Step back, get re-inspired by your bigger purpose, better yet your bigger promise. At Brains on Fire, we believe that great brand identities are rooted in purpose, not just profit. That they focus on relationships, not transactions. And they live through movements, not campaigns.
We often ask our clients this simple question: What is the one thing you’d keep doing even if you didn’t get paid? The look on their faces is one of surprise and then reflection. Fiskateers supports spreading the love of scrapbooking. You can bet there are many folks within Fiskar’s walls who would and DO support that cause even without pay. Rage, the SC Teen Anti-tobacco movement supports and believes with all its heart in giving passionate teens a voice. And it’s working.
I used to preach this message to not-for-profits: Start acting like for profits: pay fairly for services, create a consistent message/identity…
Now in this message cluttered world of ours, companies/brands need to reflect on what they can learn from not for profits: put your causes and your passions front and center, love your supporter/customers…
Perhaps we have even more to learn from political movements.
Other posts by Robbin.
Rusty says:
Agreed. Absolutely. It’s what makes life, life. It changes work to passion.
June 19th, 2008 at 11:55 amMovements have inspirational leadership. « my thoughts, exactly. says:
[...] Movements have inspirational leadership. Movements have inspirational leadership. [...]
June 19th, 2008 at 11:58 amBIG Kahuna says:
Good points, but just claiming an identity doesn’t make it so. Ask 10 people who they are voting for. If Obama is the favorite ask them why…they’ll say change right? But then ask them what he’s changing…
ah, er dunno. No war I guess? Obama has done a masterful job at promoting the “change” identity, problem is no one really knows what he means. And what he’s really going to change.
Now, I must disclose that I am and will always be a Republican. That said I’m happy to see Obama there, he’s likeable. If he wins we’ll see just how much he “changes”.
June 19th, 2008 at 12:31 pmtito mambo says:
While I think your conclusion is correct, I don’t think its a lesson that is demonstrated by Barack Obama. The “movement” that surrounds Obama is like many similar movements of the past: for example, the anti-war movement of the 60s and the civil rights movement. They depend greatly on the energy, time, and idealism of younger participants. Politics become movements when a young leader captures the attention of younger participants. Obama like King, RFK, and Eugene McCarthy were all 50 or younger when they lead their movements.
June 19th, 2008 at 6:24 pmWorse yet, Obama has picked up the often used mantle of change, but has made no attempt to define what he proposes that America change to. Change means he is against something, not that he is for something (other than his own presidency).
I do agree that an important element of marketing success is a clarity of purpose that your customers care about. I just don’t think Obama gets us to that conclusion.
Robbin says:
Ah. Maybe there is another lesson learned. How can companies tap into on the energy, time, and idealism of “younger minded” customers and potential customers? Does it take a young motivational leader? Or a young minded point of view? Younger people start out with a change the world mentality. So do a lot of young, energetic companies. Helping companies find themselves AGAIN, getting them to revisit why they started out in the first place is powerful tool for growth. I have seen that at work. So, perhaps is not age exactly, but a mindset. I have seen many an anti-war advocate over 40 passionately spreading the word of peace to the world. I am rambling a bit, but I am excited about your point.
To your second point. I hear you — “what will Obama change American to” is on the minds of a lot of bright people. Honestly — while I am really still on the fence about him, I think Obama is demonstrating change — in how he talks to Americans, how he raises money — for goodness sake his wife is getting into the “change game” with her style of clothing.
I don’t claim political expertise. AT all. But I do think that the way Obama has embraced connecting with Americans is worth study on many, many levels.
June 20th, 2008 at 11:48 amBIG Kahuna says:
I agree, he’s a much better marketer than McCain. Question is will he be a much better President?
June 20th, 2008 at 2:18 pmtito mambo says:
Robbin,
After my response to your post, I realized I had forgotten to add a point (I am getting older and more forgetful).
I am on my second reading of “The Soul of the Corporation”. It is a recent book on the importance of company identity as a strategic tool. I believe it is a very useful work, and if you haven’t seen it already, you may want to give it a look.
Tito
June 25th, 2008 at 7:44 am