This document provides guidance on defining a brand through clear values and purpose. It emphasizes focusing outward on the buyer's wants rather than inward on what the seller has. Specifically, it recommends interrogating, reducing, and researching to design something that serves the greater good based on authentic core values in order to leverage community and earn loyalty.

2. STOP! 1. Remove your blinkers. 2. Set your ego aside. 3. This is not about you.

3. What’s in a name?

4. No less thaneverything(Right, Ken!)

5. Do: Top 10% of all companies - ever. Don’t: Waste your time and mine.

6. The What Definition Values Purpose

7. Definition Two choices: Everything to everyone b) Something to someone

8. Why? If you don’t know who you are… neither do we.

9. Values Be human. Have emotions. Find your voice.

10. Why? Because we are too.

11. Purpose What you contribute NOT get.

12. Why? It makes you meaningful and sharable to others.

13. Benefits Market with consistency/effectiveness Be shared to earn WOM/goodwill/loyalty Contribute to generate profit

14. Where to start? 2 options: What you do (how you act) 2. Who you are (how you sound)

15. Warning! Outward in NOT Inward out

16. What to own? Emotional high ground

17. What to sell? What the buyer wants NOT what the seller has.

18. How to do it? 1. Paper the walls Interrogate Reduce Research (Re)Design Stop

19. B2B Authority B2C Humanity

20. Market Realities Emotions are your currency Business is irrevocably social Top down control lost to bottom up community Technology changes, values don’t Shared values leverage community Expand self-interest to include greater good Look to community for profit, IP and longevity

21. Clear? To leverage community commit to a purpose that serves the greater good based on authentic core values.

22. Yoda Moment 1 Technology is teaching us to be human again.

23. Yoda Moment 2 When you own the relationship you own everything.

24. Yoda Moment 3 Companies will be distinguished by the quality of their listening.

25. Branding and Naming It not what you do, it’s who you are.

26. How do I know I got it right? Reverse Elevator Pitch

27. Blogger: www.simonmainwaring.com Twitter: @simonmainwaring