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Rohit BhargavaPersonality Not IncludedBrand voice must beunique, authenticand talkable.
Dear XXXXX,We know youve been working for us for a while, and wejust wanted to say that we like you, youre a lovelyperson, and it goes without saying that any member of theInnocent family is a real treasure.As you may have heard on the news (boring), theres beena nasty bit of recession going on. Were afraid to saythat even Innocent Towers is not immune (although we areimmune to woodland magic).Anyway, because of this belt-tightening and cloth-trimming, were going to have to terminate youremployment with immediate effect.We hope that we can still be friends, and if you see usdriving by in the Innocent van, you might stop and leanat the window for a chat for old times sake. But apartfrom that, we will need you to return any equipment youmay have in your possession. Also, wed just like toremind you, in a nice way, of your confidentialityagreement with us. So dont go nattering our businessover your garden fence - jabber-chops.We do really like you though. And dont forget for aminute how nice we are.So yeah, unlucky, bye!Innocent Drinks Plc.notvoodoo.blogspot.co.ukideasbrothers.net
People think focus means sayingyes to the thing you’ve got to focuson. But that’s not what it meansat all.It means saying no to a hundredother good ideas.Steve Jobs
@MIKEATHERTONA MINIMUM VIABLE PRESENTATIONFOR UX SCOTLANDJUST DO IT
@MIKEATHERTONCHALLENGES FOR USPersonality only makes an good product greatHard to be the nice guy when PR loves trash-talkAgile makes sweeping changes hardSharpening focus takes true gritCustomers want faster horses
@MIKEATHERTONWINS FOR USA clear mission to energise the whole teamAbstaining from the feature-based arms raceAvoiding the roads to commoditisationActively paring away the bloatA commitment to a long-term relationship
Management is doing things right.Leadership is doing the right things.Peter F. Drucker
THE FUTURE OF DIGITAL PRODUCTS@MIKEATHERTONSMALL PIECES,LOOSELY JOINED.FOCUSED AND INTEROPERABLE.
BRAND IS YOUR RESPONSIBILITY@MIKEATHERTONMAKING MARKETING RUNYOUR BRAND IS LIKE MAKINGI.T. RUN YOUR WEBSITE.LIVE YOUR VALUES IN EVERYTHING YOU DO.
BE A CHALLENGER@MIKEATHERTONDON’T ATTACK PRODUCTS.CHANGE IDEAS.SOLVE THE PROBLEM IN A BETTER WAY.
FIND THE UNCONTESTED GROUND@MIKEATHERTONMAKE THINGS UNIQUE,AUTHENTIC & TALKABLE.USE BRAND-VALUES TO DEFINE YOUR PROPOSITION.
KNOW YOUR HEARTREFRAME YOUR CATEGORYDEFINE YOUR MISSIONFIND YOUR VOICEMAKE YOUR DIFFERENCE SHINEBRAND-DRIVEN DESIGNTHANKS! @MIKEATHERTON