Doing the right thing - our perspective

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We all have a strong sense of how we think things should be and how we want them to be. 

Guess what? Your customers see that too. 

And so do the people that work for you. 

And the people that talk about you. 

And the people who invest in you.

We help you close that gap. The gap between what you are now,
and what you really want to be.

We’re here to help you become a better business.

We’ve broken the planet and poisoned our values system and communities. Our self-worth is measured by what we consume, not what we do or whom we serve.   

So, we have to be provocative to wake ourselves from this slumber, which means we have to be provocative with purpose. There is enough going on in the world that we do care about. 

Align your brand, sincerely with these issues, and more importantly their resolutions and you’re heading in the right direction. 

So let's dare to be led by idealism and put compromise aside for once. 

If that’s not relevant to your product or service, then make it relevant. Because if you’re not solving the world’s problems, you’re most likely contributing to them and you’re certainly wasting your time and intellect. 

Do we really feel that has nothing to do with us? Are we really not interested in all that? Shouldn’t we be? 

All of our problems stem from mankind’s greed, apathy and inertia. Collectively, we’ve caused this and collectively we’ll all benefit from its resolution.

It's not about you. It's not about me. 

It's about us. 

And that means all of us.

The last thing in the world we want is to increase the mass of mass consumption. We want customers to make the right choices, and that means businesses need to 'look after' their customers to help them make the right choice. Too often businesses have justified their decisions by selling customers what they want; it's been like a parent spooning sugar and chips into the child's mouth because that's 'what they like'. 

This sense of absolved responsibility has to go. It doesn't mean we become a 'Nanny brand'. 

It means we do the right thing for our customers, by recognising and respecting the reciprocity any business has with their customers. So we look after them. We don't sell them more shit!. They're part of our future and ideally become advocates that help grow our business.

This may mean we have to 'lead' customers. We may have to 'educate' them to fill knowledge gaps. If we're doing the right thing this is all of value to society.

With challenging economies and advances in tech, brands have focused on being transactional. Being frictionless and maximising efficiency are logical objectives. But the irony is, that the role of the brand is minimised and becomes so beige that it often goes unnoticed.

Most people don’t give a shit about brands because brands simply aren’t interesting enough to make them give a shit. And please don’t see that as an excuse to create more vacuous nonsense on the assumption that people don’t care. They care, if you make it important.

And to make it important you have to care.

So if you really care, that care is picked up upon because it's baked into your business and so it transcends.

Consumers are looking for radical change. But there’s fear in providing radical change. We’re living in a period of extreme discomfort. And discomfort is the force that precedes change. 

The last thing holding us back is fear.

But what is that fear of? In 100 years from now it’s most likely that a stranger will be living in your house and at best you’ll be an unfamiliar picture to your great grandchildren. Only extraordinary people are remembered and to be extraordinary we need to do remarkable things.

Do we have the courage to pursue what we instinctively feel is right, or are we more comfortable simply following the accepting wisdom that blindly got us into this mess?

Do we have the determination to switch off our comfortable paths of least resistance, and do the stuff that feels more difficult?

Can we help encourage a world where doing the right thing, becomes the only thing?