Opinionated Blog

By: Andrea Shillington
Whether you’re an entrepreneur working on your next big idea or the leader of a well established company, in today’s world of choice, I’m sure, at some point you’ve contemplated how to stand out. Now, we are not just talking about how to be better at this, or best at that; we are talking about boldly going where no brand, in your industry, has gone before.

We boil it down to three simple basics:
1. Start with a genuine purpose (other than to just make money).
2. Get specific about who will buy (even more specific than that).
3. Be truthful, courageous and consistent when you go to market- loose the hyperbole and marketing speak.

To illustrate this point, let’s talk about one of the most saturated markets on the planet: coffee. Vancouver based Ethical Bean delivers its promise boldly starting with its name right through to its charitable work on a local and global scale. In this case, the company is born from its desire to make a difference in the world of coffee. From freeing farmers of harmful pesticides to leaving a minimal impact on the environment. Ethical Bean is about much more than taste, roasting and the latest flavour shot. As a result of their ethical cause, they are capturing the hearts of coffee drinkers who actually care about what they put in their bodies, where things come from and how it impacts the planet. Furthermore, Ethical Bean expresses themselves by speaking the truth. It’s not just marketing speak existing on a few items, no one can remember or care about. Their Tagline “Just. Better” is a promise. A promise by which the company behaves, makes difficult decisions and chooses to live by everyday.

There are many other, bigger companies with far deeper pockets like Starbucks offering ethical, organic and environmentally friendly products. What makes Ethical Bean stand out: is that they have started with a genuine purpose; chosen a specific audience; and are delivering on their promise with every package, bean and QR code. They are doing it better because they are being bolder about their beliefs and backing up their claims with real actions. As customers, we have no reason not to believe them. No reason to think its yet another green washing parade.

Ethical Bean is a product that has and will continue to disrupt people's choices and attract like minded people. We give them an A+ on being a brave brand.

If this article peaked your curiosity you may also be interested reading…
Blue Ocean Strategy
Start With Why by Simon Sinek
Winning Without Pitching by Blair Enns

Or just speak to us!

By: Andrea Shillington

Today, the whole of Vancouver is exuding their pride and emotional investment in the outcome of the Canuck’s final chance to win the 2011 Stanley Cup. Even those people whose lives haven’t revolved around hockey since the fall,
are surely fans now.

Fanatical behaviour has reached an all time high. People are wearing blue and green (even at Everest base camp). Hitch hiking from Winnipeg to Vancouver. Getting off work early. Screaming at the TV. Paying $3000 for a ticket or $90,000 for a box. But, these are just the things we do when we BELIEVE. As the hours draw closer to 5pm, there is a palpable feeling in the air. A feeling that connects us because “We are all Canucks” (a brilliant Tagline). As more and more of us become a Canuck, we too get to bask in their success. We get to be proud of how far we’ve come in the playoffs. We get permission to believe in ourselves. We get bragging rights. Because, tonight, we could all be winners!

The Canuck’s brand success is no accident. After all, they’ve certainly managed to capture the hearts of their target audience and far beyond. Starting at the top with the leadership. Owners who are passionate about the team. Coaches who have made critical decisions and shown their unwavering support for players (even when a certain goalie drops the ball in game 6). The team is sticking together and clearly aligned, even in the most difficult moments of their careers.

We also have players who are committed to Vancouver and acting like the hero’s we believe them to be. Through reaching out to the community to raise millions of dollars to help sick children. All the way down to authentic fan stories like the green men who now entertain us at each game. Plus, of course, they have proven themselves, game after game, to be one of the best, if not THE BEST team in the NHL. The Canuck’s have it right at every level. Dare I say it, no matter if we win or loose tonight. The die hard fans, will continue to believe in their beloved Canucks team next season. That’s what you do when you love, you forgive mistakes.

So, tonight, as WE score the goals ask yourself how you can turn customers into devoted fans? How could your brand inspire people to believe? And, what should your fans believe IN?

Go Canucks! Go!

By: Andrea Shillington
Without a meaningful purpose that is real to you, you can’t know how to be the leader you know you can be. But once you discover it, there will be no stopping you or the movement your purpose creates.

When we get started in our careers, few of us are fortunate to know our purpose, so instead we are driven by a lifestyle. To travel the world. A red sports car. A white picket fence. And so, we set out into the world to create the world we envision living. We choose an educational path. We apply for jobs. We work hard. We get promoted. Some of us are even brave enough to set up our own companies. But, as we climb Maslow’s mountain of needs, we inevitably get to the point where we want self-fulfillment from our work.

A desire to inspire people. To give back. To be remembered for something great. And that need, whatever it is, just won’t shut up.

In essence, it's our own purpose that we seek. Why are we here on this planet? Why do we work other than to make money? What drives us day after day? What is it about work that inspires you? Inspires others? Fills us with energy and passion?

Have you heard of Tom’s? It’s just a simple shoe company selling canvas flats. They are no Jimmy Choo that’s for sure. But, they sure are creating one hell of a movement! And it all started with the intention to help children around the world. Tom’s one for one policy assures that for every one pair of shoes purchased, a pair of shoes is provided to a child in need. In this case, Tom’s has created global success in the fashion industry by focusing on selling their purpose.
Without question, there are many successful and hugely profitable companies without a purpose other than to make money. But would they be missed if they were gone tomorrow? For those of you who know your purpose is bound for greatness, our world is starving for more inspirational stories like Tom’s. How can you turn your business into a cause?