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A closer look at one of the greatest speeches in American history offers inspiration for anyone trying to motivate a crowd. Each year around this time, I make it a point to listen to Dr. Martin Luther King, Jr.'s great "I Have a Dream" speech. It's electrifying every single time. The content of Dr. King's speech, his inspiring presence, and the moment in history all came together to make the iconic "I Have A Dream" speech the defining moment of the American Civil Rights Movement. But there are several other reasons why this speech, delivered over 50 years ago, remains as an example of one of the best speeches in American history. I'm passionate about helping people become better presenters. Here are some techniques used in this magnificent speech that we can all learn from and be inspired by. It’s Anchored in a Powerful Location In most cases, you can't handpick the spot to give a presentation, as MLK did for supreme symbolic effect when he stood on the steps of the Lincoln Memorial and echoed the opening words of the Gettysburg Address ("Five score years ago..."). But you absolutely can amplify your message by adapting it to your setting and location. Think about place, and how you can weave imagery, anecdote, and historical context into your presentation. Even if you're presenting essentially the same material in Annapolis and Anaheim, it's worth exploring what inspiration you can draw from each location to make your overall presentation more unique, more tailored, and more memorable. Abraham Lincoln also incorporated context in his iconic speech. Think about place, and how you can weave imagery, anecdote, and historical context into your presentation. Touchtones that Speak to Head and Heart In his opening paragraphs, Dr. King eloquently references the Gettysburg Address as well as the Emancipation Proclamation, the Constitution, and the Declaration of Independence. These intellectual references give his words weight and credibility; they ground his speech in significant historical context. In the latter part of the speech, Dr. King turns his attention to his listeners' emotions as he quotes passages from the Bible, "My Country Tis of Thee," and a stirring Negro spiritual. It's the elegant balance between these two elements--the intellectual and the emotional; the head and the heart--that makes his speech so compelling and satisfying. It's the elegant balance between these two elements--the intellectual and the emotional; the head and the heart--that makes his speech so compelling and satisfying. Great presenters connect with their audiences by weaving in well-chosen references and touchstones that will resonate. Vivid and Metaphorical Language Let's face it: Many speeches are boring, even those about important topics that affect our lives. It's easy to default to jargon and technical terms, or get lost in complex facts and statistics. But when you use evocative, vivid language, you create strong and memorable images. It's easy to default to jargon and technical terms, or get lost in complex facts and statistics. But when you use evocative, vivid language, you create strong and memorable images. Dr. King doesn't just address gradualism, he warns us about the tranquilizing drug of gradualism. He paints a vivid picture of the plight of African-Americans, "living on a lonely island of poverty in the midst of a vast ocean of material prosperity." He talks about his faith, with which "we will be able to hew out of the mountain of despair a stone of hope." For example, Dr. King weaves in an evocative extended metaphor, like a golden thematic thread, about cashing a check: "In a sense we've come to our nation's capital to cash a check. When the architects of our republic wrote the magnificent words of the Constitution and the Declaration of Independence, they were signing a promissory note to which every American was to fall heir. Instead of honoring this sacred obligation, America has given the Negro people a bad check, a check which has come back marked "insufficient funds." But we refuse to believe that the bank of justice is bankrupt. We refuse to believe that there are insufficient funds in the great vaults of opportunity of this nation. And so, we've come to cash this check, a check that will give us upon demand the riches of freedom and the security of justice." Vivid imagery, evocative language, and on-point metaphors are mighty tools for making your message clear and memorable. Vivid imagery, evocative language, and on-point metaphors are mighty tools for making your message clear and memorable. Sharpening Ideas Through Contrast Nothing brings an idea or a concept sharply into focus like demonstrating what it's not. In a presentation, there are a number of compelling ways to employ contrast--problem/solution, past/present, present/future, us/them, ideal/reality. MLK makes use of many of these, to great effect. For example: "With this faith, we will be able to transform the jangling discords of our nation into a beautiful symphony of brotherhood." And: "The whirlwinds of revolt will continue to shake the foundations of our nation until the bright day of justice emerges." You might notice that Dr. King repeatedly contrasts what is against what could be. If you haven't watched Nancy Duarte's fascinating analysis of this method in "I Have a Dream," be sure to take a few minutes to absorb her electrifying insights. Reinforcing Key Points Through Repeition If there's an important message you truly want your audience to remember and take away, saying it once is likely not enough. Not only does repetition help your message stick, it can improve your presentation's rhythm, structure, and flow, as in this gem of a passage: "Now is the time to make real the promises of democracy. Now is the time to rise from the dark and desolate valley of segregation to the sunlit path of racial justice. Now is the time to lift our nation from the quicksands of racial injustice to the solid rock of brotherhood. Now is the time to make justice a reality for all of God's children." Dr. King's crucial idea--that now is the time for action--seeps into your consciousness and gathers strength through the expressive repetition and emphasis. Purposeful repetition, stripped down to its purest essence, can be potent and poetic, but it's worth noting that being repetitive--rambling or including too much extraneous information, is a different thing altogether. Strive for the first to make sure your key points truly sink in, and avoid the second by stripping away anything that doesn't directly support those key messages. Purposeful repetition, stripped down to its purest essence, can be potent and poetic, but being repetitive--rambling or including too much extraneous information, is a different thing altogether. Clear, Compelling Call to Action Your presentation should be designed to inspire action or effect change--if it's not, argues Seth Godin in "Every Presentation Worth Doing Has Just One Purpose," what's the point of giving it at all? Dr. King, of course, is the master, articulating in lucid detail not only the action that must be taken (and the dire consequences if action is not taken)... "We have also come to this hallowed spot to remind America of the fierce urgency of Now. It would be fatal for the nation to overlook the urgency of the moment." ...but how he wants his listeners to conduct themselves as they take action. "In the process of gaining our rightful place, we must not be guilty of wrongful deeds. Let us not seek to satisfy our thirst for freedom by drinking from the cup of bitterness and hatred. We must forever conduct our struggle on the high plane of dignity and discipline. We must not allow our creative protest to degenerate into physical violence. Again and again, we must rise to the majestic heights of meeting physical force with soul force." The sense of urgency is palpable, and his instructions are crystal clear. It's a compelling call to action that can't be ignored. Ending on a Hopeful Note Dr. King traverses intense emotional territory, from the "flames of withering injustice" to those "battered by the storms of persecution and staggered by the winds of police brutality." But he closes by filling his listeners' hearts with a hopeful, aspirational message. He paints a picture of how things can be: "One day right there in Alabama little black boys and black girls will be able to join hands with little white boys and white girls as sisters and brothers." Another example of this is the lovely passage that came to characterize his entire speech: "I have a dream that my four little children will one day live in a nation where they will not be judged by the color of their skin but by the content of their character." While most of us will never give a speech as rousing or historically important as Dr. King's, we can all be inspired by his masterful craft and delivery, and try some of these techniques to make our words more stirring and our messages more powerful. Originally published in Fast Company #presentationtips #communication #inspiration #MLKDay

Over the past year my branding and content work has encompassed connected wearables, design build, web development, artificial intelligence, sparkling wine, consumer tech, international banking, and augmented reality. (I do love variety!) This may not seem like promising territory to discover common threads, but there is one theme that emerges clearly across every single one of these projects. It is the desire for flow. Over and over, literal and metaphorical, explicit and implied, I saw it. Flow--the removal of friction, the heightened state of creativity and expression, fluidity of movement and experience. PHYSICAL AND METAPHORICAL FLOW I started off the year working closely with Osmosis, an offshoot of the brilliant Seattle product engineering firm Synapse. Their vision is to improve the experience of attending sports events, concerts, and other live events through connected wearables. As we developed the brand concept, the idea of flow emerged as a unifier--Osmosis would accelerate the flow of people, facilitate the flow of data and information, and amp up enjoyment by delivering "in-the-moment" flow. The concept of flow directly inspired the name (conjured up by the terrific Chris Johnson, the Name Inspector) and the visual brand identity, all smooth curves and water-inspired colors (props to Design Commission): PROJECT FLOW Around the same time, Momentum, a well-regarded Seattle design-build firm, launched their new website, based on some foundational brand work we completed last fall. Although flow isn't expressed explicitly, the idea was one of our key brand inspirations--Momentum's unique, rigorous, "plan-design-build" process is specifically designed to remove friction, so projects can flow more smoothly, and clients can realize their vision more quickly. DIGITAL FLOW Next I helped Bear Group, a successful Seattle web development firm, develop copy and overall marketing strategy to express a new strategic positioning, expertly crafted by Lindsay Pedersen of LCP Consulting. One of the key brand concepts was the idea of operational integrity--that the websites they build work effortlessly, across every platform. Again, flow. This idea came to life visually through simple, ambient background videos on their home page. INFORMATION FLOW I also worked with Mumm Napa in Napa Valley to completely revamp their tour script, with a specific focus on expressing their brand positioning and pillars in a way that, yes, flowed with the physical layout of the building and the detailed information about méthode traditionnelle sparkling winemaking that needed to be conveyed. I had to balance strategy with storytelling, and make sure the script covered the key points while still leaving plenty of room for authentic personal touches. There's also, of course, the flow of exquisitely crafted bubbly--a particularly enjoyable part of the job.... CREATIVE FLOW In the spring I continued my ongoing collaboration with Haiku Deck, the indispensable visual presentation tool that co-founder Kevin Leneway designed specifically to encourage creative flow. The app's minimal design and the vivid stream of evocative, beautiful images deliver this beautifully. I collaborated with co-founder Adam Tratt and Design Commission to develop the identity for Haiku Deck Zuru, an artificial-intelligence-based tool that uses a flow of dynamic data to further streamline and smooth the process of presentation creation. EXPERIENCE FLOW I also had the opportunity to work with Madrid-based BBVA on a new purpose statement and accompanying brand concepts. Their research had identified several core customer desires, one of which was for banks to be available and respond to their needs no matter where they are—yet another take on flow. In September I flew to London to collaborate with Naked Communications and the BBVA leadership team, envisioning how managing the flow of money might become easier, perhaps even automatic, across a shifting stream of customer touchpoints. [During my short stay in Shoreditch I enjoyed an intense burst of creative flow myself -- this is just one of dozens of photos I took of the dazzlingly inventive neighborhood art and architecture.] AUGMENTED REALITY AND THE FLOW STATE In September I kicked off a brand development project with Meta, an early player in the emerging augmented reality space. Their vision is to help people achieve an enhanced flow state, fueling creativity and productivity, through their technology. One of the key differentiators between virtual reality and augmented reality is that augmented reality presents information as a digital layer on top of your immediate surroundings, instead of closing yourself off into an isolated digital world. You can interact with your surroundings and your collaborators more naturally--for better flow. THE LANGUAGE OF FLOW I'm wrapping up the year helping Buoyant Design crystallize messaging and vocabulary for a website relaunch. "Buoyant" suggests float, fluidity, and lift—more variations on the theme. We developed a custom brand vocabulary with phrases like equilibrium, immersion, and formula to express the meaning of Buoyant, and its underlying concept of flow, cohesively. ACHIEVING FLOW The concept of flow is not new, of course--it was described in detail, as the "psychology of optimal experience," by Mihaly Csikszentmihalyi more than 25 years ago. He proposes flow as the secret to happiness in this outstanding TED talk. I outlined the core aspects of the flow state in this visual presentation, which may inspire ideas for unlocking flow for yourself and your customers, colleagues, and clients. THE NEED FOR FLOW Although each iteration of the flow theme had its own distinct quality, the thread is unmistakable, and it's easy to understand why. We are constantly bombarded with tiny interruptions that take us out of the "in the zone" flow state. We have shrinking patience for unnecessary friction and frustrations--we just expect things to work, smoothly and intuitively, in any setting and on any device. More than ever, we crave fluidity, seamlessness, ease, pure flow. Will this be as true in 2016, or will some new theme emerge? Only the flow of time will tell. #MummNapa #BBVA #Osmosis #HaikuDeck #Meta #BearGroup #clientappreciation

Awards can be incredibly effective marketing tools, quickly communicating excellence, quality, legitimacy. When I worked at Cranium, game packages with an Oppenheim Platinum or a Toy Industry Association Game of the Year seal consistently outsold those without. I mean, how could you leave this on the shelf? Even if you don't have a physical product, it's powerful to be able to describe your startup as Geekwire App of the Year and one of Time Magazine’s Top 100 Websites. Some awards are determined only by a judging panel, but these days, many include at least some kind of public vote component. This can feel daunting, but it's also an opportunity to rally your team, raise your visibility, and reinforce your brand in a positive way. Here's a systematic way to rally votes and strengthen your brand in the process. 1. GET CRYSTAL CLEAR ON THE SPECIFICS When exactly (dates, closing time and time zone) is the voting period open? Do people need to create an account to vote? Are there any other special voting requirements (for example, live in a specific city or country, be a member of a specific group, etc.)? Can people vote just once, or once each day during the period? How long does it take to vote? Time it! Does voting work well on different devices (i.e., laptop, phone, tablet)? Test it and find out. Can votes be counted on different devices? Test it and find out. Is there anything frustrating or confusing about the voting process? Take notes. 2. DETERMINE YOUR LEVEL OF EFFORT #1 will give you a clearer sense of how much time it might take to rally votes. Based on your findings, you need to be strategic about how much effort you put in. High effort should equal high reward. Your team and community can only handle so much vote rallying, so save the high-touch, daily appeals for high-profile awards that are truly meaningful. The award should help you reach the audience you're trying to reach, reinforce your brand values, and strengthen your company culture. Case in point: At Haiku Deck, we were one of five finalists for a Webby Award in Mobile Productivity, and we decided to go for it. Even though we had to go up against more established companies with significantly larger communities, we felt it was worth actively participating in such a high-profile event. And, yes, there's always the flip side. We once made the mistake of getting embroiled in a daily-vote popularity contest for a local, relatively unknown mobile tech conference. Even though we did win that one, we weren't particularly proud of it, and we probably spent too many of our "goodwill" chips with our community on the wrong thing. A good test is to picture the prize--Would a win be something you'd put on your website or your packaging, put out a press release about, talk about in your recruiting? If not, keep it simple and move on. 3. CLARIFY YOUR "WHY" If it is a high-reward situation, and you do want to rally the vote, be sure to step back and articulate, for yourself and for your team, why this matters. For example: Winning a Webby Award would raise our visibility with exactly the kind of mobile-savvy, early-adopter tastemakers we're trying to reach. or Winning this award would reinforce how much we value improving neighborhoods through great design and strengthen our important relationship with Seattle Design Review. Be sure to reference this "why" in different ways when you ask for votes, so people have some context. 4. GIVE BEFORE YOU GET Before you start just asking for votes, take a spin through any other categories to see who you think deserves to win. Consider your expertise, your customers and partners, your relationships, your community, and your network. Demonstrate thought leadership (and goodwill) by publicly supporting companies doing work you admire or building products you and your customers would value. Tag and mention them on your social media channels to encourage reciprocity. If a certain category relates to your industry, use it as an opportunity for team building and professional development--for example, set up a brown bag to evaluate the finalists and decide who your team should publicly support. Look for opportunities to trade votes with partners or other companies in your extended network that you respect. For example, "Hey, congrats on being nominated for Pioneering Periscope Use! You definitely have our whole team's vote, and we'd be so grateful for your support in Killer Office Snacks!" 5. RALLY YOUR TEAM Now it's time to get down to brass tacks. Even if your team is on the small size, you can move the dial with some focused effort. Remember to be clear about your why (see #3) and acknowledge the fact that it can feel awkward to ask for votes, but a win would be helpful for new business, publicity, funding, recruiting, etc. For a one-time vote, put a person, or a few people, in charge of systematically making sure every single person in the office votes. Bring around pastries, or coffee, or cupcakes and physically stand over each person's desk and make sure they do it. If they can vote from multiple devices, get it done. If there are other teams sharing your office space, ask them to do it, too. Yes, it's shameless. Yes, it's effective. Just have fun with it and get it done. For a daily vote, send out a calendar reminder with a voting link (that you have tested ahead of time). Remind people at your daily standup. Put someone in charge of troubleshooting any issues. Ask each person on your team (as well as spouses and partners) to post to any social media accounts they use regularly: Facebook, Twitter, LinkedIn, Instagram, etc. Make it as easy as possible for them. Pre-write a post customized for each channel, with a killer image if possible, that they can use easily--but let team members customize it or write their own post if they want to. Another approach is to tag teammates in your own posts for easy sharing. Ask each person on your team to email their family and friends with a link to the vote. Pre-write the email for them to make it easy. Go back to everything you learned in #1 and include clear, step-by-step instructions and even screenshots if necessary. For example: "You'll need to create an account to vote in this one—sorry about that, but we didn't make up the rules! Just type in your email and a password, and be sure to UNCHECK the box next to "Sign me up for email updates." Then click through to the 2nd page, check the box next to KILLER OFFICE SNACKS, and click SUBMIT. It only takes about 90 seconds, but this award would really make a big difference for our small team. You can vote from your phone or your laptop, or both. Remember that voting closes Friday at noon eastern time. Thank you so much for your support!" 6. RALLY YOUR COMMUNITY This is an important component, but definitely one to handle with care. There's nothing more annoying than a company begging you to do something for them incessantly. Be humble. Be clear. Be grateful. Thank every single person who helps you personally and publicly, to the extent that it's feasible. Reward them a little something special if you can. Create a schedule to cover all of your social channels for the duration of the voting period. Be especially careful not to repeat yourself over and over. Look for creative hooks. Sprinkle in other messages. Vary your focus across your channels. Don't forget your email list--ideally, ask for support early on (here's an example), and then send a final reminder or two (we had fun with this one) to those who didn't click on your first campaign. (MailChimp makes this a breeze.) 7. GET CREATIVE Zoom out and think of other angles in. Think about what you can create that will demonstrate why you should win. Think about what will inspire different groups to share and take action. One of my favorite all-time examples is this truly killer video created by Killer Infographics, illustrating why they deserved the Geekiest Office Space Geekwire Award (yes, they won). Here some other creative ideas: I created brand-driven content inspired by the 18th Annual Webbys theme "The Miracle of the Internet" and its playfully irreverent religious imagery. This piece, which codified our presentation philosophy (#4: "Thou shall not read thy slides aloud word by everlasting word") and promised presentation salvation in the form of Haiku Deck, was featured in the Webby Awards People's Voice daily digest and has been viewed and shared more than 100,000 times. We also created a Haiku Deck featuring all of the other Seattle companies who were finalists in different categories. We shared and tagged it on social media channels to encourage broader sharing. In 2014 we created Haiku Decks to showcase ALL of the nominees for all 13 of the Geekwire Awards categories (yes, even the ones we weren't nominated for). These eye-catching decks showcased our full range of visual presentation styles, earned us plenty of good will in the Seattle tech community, and collectively racked up well over 50,000 views in the span of about a week. Here's one example: Right now my husband's company, Public47 Architects, is one of a handful of firms being honored for excellence in urban design in the inaugural People's Choice Awards for Seattle Design Week. A win would certainly be awesome for his firm, but it would also be a source of pride for the management and residents of the Anhalt Apartments, the Capitol Hill neighborhood, and Public47's other clients. This kind of thinking can inspire plenty of ideas and opportunities for rallying support. 8. MANO A MANO If you're in a tight race and the deadline is looming, Facebook Messenger can be a super-effective tactic. See who is online and message people individually, letting them know you're down to the wire and asking if they could take 2 minutes to vote. This is definitely a tactic to handle with care--don't ever be a jerk! Acknowledge that you're asking a quick personal favor and ask what you can do in return. Let your friend know this is important to you (don't forget to reference your "why" above) and that you are truly grateful for their support. While there's no foolproof way to guarantee a win--we ended up getting edged out by Pocket in the Webbys--there are plenty of ways to rally the vote and strengthen your brand in the process, even if you don't come out on top. What's worked for you? I'd love to hear your ideas in the comments. #wordofmouthmarketing #HaikuDeck #brandactivation #Cranium #creativity #companyculture

How we worked across time zones in two languages, under time pressure, to help a global bank with new leadership become a purpose-driven organization. Madrid, Spain Banking Focus: Internal CONTEXT Under the leadership of a new president, BBVA was committed to becoming a purpose-driven organization. The executive team had crafted a directional purpose statement at a recent offsite, but they wanted to refine the wording, develop the ideas behind it, and express it more concretely through a manifesto and a mood video to be shared internally. The executive team had crafted a directional purpose statement, but they wanted to refine the wording, develop the ideas behind it, and express it more concretely Vitamin C worked intensively with BBVA's Spring Studio and Michael Connell of Commonwealth to achieve this--in both English and Spanish--for one of the world's largest banks, with stakeholders spread across time zones, in an extremely short time frame. VITAMIN C SERVICES Brand Strategy Competitive analysis, customer research immersion, and external inspiration Archetype analysis Development of brand purpose statement with pillars and proof points Brand Activation Collaboration and direction on concept, script, and execution of internal video expressing the brand purpose Development of brand vocabulary and visual expression guidelines Brand Expression Development of manifesto to bring the purpose statement to life MOMENT OF CLARITY BBVA had recently done extensive customer research to uncover four insights that unified its extremely diverse global audience: desire for clarity, seamlessness, peace of mind, and control. We incorporated these insights directly into the expression of the purpose, supporting pillars, and proof points. CREATIVE INSPIRATION We began by rapidly outlining eight possible creative directions to guide the development of the purpose, taking inspiration from everything from the iconic design of the BBVA headquarters to the bank's recent acquisition of Simple. The team rallied around the Creator archetype, with its emphasis on imagination and building enduring value, and the idea of creating possibilities and opportunities for all. This foundational work strongly influenced the eventual purpose announced by BBVA president Carlos Torres ("to bring the age of opportunity to everyone") and new tagline, Creating Opportunities. The team rallied around the Creator archetype, with its emphasis on imagination and building enduring value, and the idea of creating possibilities and opportunities for all. CONTENT CLIP HAPPY CLIENT "Thank you for your Herculean push to make this happen under pressure." Marianna Wickman, Global Head of User Experience & Design COLLABORATORS Michael Connell, Commonwealth Spring Studio #brandpurpose #brandstrategy #brandstorytelling #brandmanifesto #internalcomms #creatorarchetype #BBVA

How we translated a 200+ page agency strategy document into inspired expression across dozens of touchpoints for a revered sparkling wine brand. Napa, CA Food and Beverage - Sparkling Wine Focus: Internal, B2C CONTEXT Mumm Napa had made a substantial investment in a refreshed brand strategy by a well-known Bay Area agency, but the resulting 200+ page document did not address how to activate that strategy. The team needed help translating the new position and pillars into both internal training materials and a wide range of external communication materials. In an ongoing engagement, Vitamin C has helped them transform dozens of touchpoints to bring the new strategy to life. VITAMIN C SERVICES Brand Strategy Refinement and development of brand pillars to make them actionable throughout the organization Brand Activation Development of voice/tone guidelines and recommendations for carrying brand strategy through physical and digital brand touchpoints Mockup and content for official brand guidelines and product catalog Brand Expression - External Content development to fully express the new brand strategy in label "romance" copy, tour script, winery signage, tasting menus, newsletters, wine club collateral and emails, job descriptions Brand Expression - Internal Conceptualization and development of pocket reference guide, hospitality handbook, and product catalog for winery staff Editorial and brand review of all blog content created by external agency Ongoing content development for brand manifesto, club newsletter, email outreach, and other brand touchpoints MOMENT OF CLARITY One of the first projects we tackled was a pocket reference for winery hospitality staff. As we worked through what content to include, the need for a completely revamped product catalog and a master wine reference became clear, so we conceptualized and created them. We structured them around the four pillars (relaxed elegance, heritage, hand-crafted, and versatility) to completely transform the way the staff talked about the wines, shifting the focus from traditional food pairings and technical details to memorable storytelling nuggets and spontaneous occasions for enjoying the wines. These tools have become invaluable resources and have helped eliminate inconsistencies and errors across Mumm Napa's print and digital materials. CREATIVE INSPIRATION We developed a new brand manifesto for Mumm Napa, and couldn't resist styling it like a champagne flute. CONTENT CLIP COLLABORATORS Origin (Brand guidelines) FINE (Blog content) #MummNapa #brandactivation #brandvoice #brandmanifesto #B2C #brandguidelines #internalcommunications

How we helped a tech pioneer communicate leadership and neuroscience expertise in a secretive, rapidly evolving industry. Redwood City, CA Tech - Augmented Reality Focus: B2B, B2C, Internal CONTEXT Meta, a Y Combinator alum, was moving at the speed of startup as they prepared for the launch of their ambitious second-generation augmented reality product. The team had attempted to articulate their brand internally, but a lack of clarity and alignment was holding them back. They put out an RFP to some big-name agencies, but decided to hire Vitamin C and Interactivism to work in parallel to develop the brand strategy and brand identity rapidly. The team had attempted to articulate their brand internally, but a lack of clarity and alignment was holding them back. VITAMIN C SERVICES Brand Strategy On-site brand immersion and stakeholder interviews Audit of existing materials and external inspiration Competitive analysis Development of brand vision/mission/position and pillars Brand Activation Messaging framework Brand expression guidelines including voice/tone, vocabulary, and photography Brand guidance on website design and structure, marketing deliverables, and launch plan Brand Expression Website content development, including timeline summarizing the history of Augmented Reality MOMENT OF CLARITY During our competitive analysis, it became clear that virtual reality and augmented reality are often lumped together as VR/AR (with VR often getting more attention), when the experiences are actually quite different. We decided to elevate and clearly explain the differences between the two to more clearly communicate the Meta experience as well as the practical applications. CREATIVE INSPIRATION We developed the brand foundation around three pillars that expressed the differentiating qualities of augmented reality as well as Meta's unique competitive advantage and specific expertise in neuroscience: Human (deeper understanding), Liberating (freer expression), and Designed for Flow (optimal productivity). We developed the brand foundation around three pillars that expressed the differentiating qualities of augmented reality as well as Meta's unique competitive advantage and specific expertise in neuroscience. These pillars informed the stunning new "light painting" brand identity. You can also hear them in Meta's CEO and founder, Meron Gribetz's TED Talk, A glimpse of the future through an augmented reality headset. CONTENT CLIP HAPPY CLIENT "Everyone loved what you brought to the table." Brendan Works, Director of Product COLLABORATORS Interactivism (visual identity) Stuart McFaul, Spiral Group (messaging and marketing strategy) #brandstrategy #brandpurpose #brandvoice #messaging #branstorytelling #websitecontent #B2C #B2B #internalcomms #startup #explorerarchetype #Meta

Abraham Lincoln's Gettysburg Address is more than a venerable piece of history--it's a master class on presenting a poised, powerful speech. Seven score and 12 years ago, the 16th president of the United States stood in a muddy field and made a two-minute speech that has been celebrated as one of the greatest of all time. Abraham Lincoln's eloquent Gettysburg Address graces the walls of the Lincoln Memorial and inspired the opening words of Martin Luther King's equally famous "I Have a Dream" speech. It endures. And though few of us will have occasion to consecrate a battlefield, the qualities that make the Gettysburg Address so exceptional can help anybody deliver a more memorable, powerful presentation. 1. START STRONG Though we don't know whether Abraham Lincoln warmed up the crowd with a witty anecdote, we do know that "Four score and 7 years ago" is a more arresting and memorable way of saying "In 1776." Tip: Start with a powerful fact, image, or story that commands attention right away. 2. CREATE WITH CONTEXT IN MIND Let's face it: putting speeches and presentations together is a lot of work. It's tempting to trot out the tried and true, perhaps with some minor tweaks. But Lincoln's speech is strongly rooted in, and perfectly tailored to, its unique context: "We are met on a great battlefield of that war. We have come to dedicate a portion of that field, as a final resting place for those who here gave their lives that that nation might live." Tip: Make each presentation you give feel alive and unique by including specific details that are deliberately chosen for the audience, the place, and the event. 3. INCLUDE VIVID IMAGERY Although Lincoln didn't use visuals in the way that most modern presentations do, he used language to evoke emotion and mood in an equally powerful way. These words transport you to the battlefield, even reading them more than a century and a half later: "But, in a larger sense, we can not dedicate--we can not consecrate--we can not hallow--this ground. The brave men, living and dead, who struggled here, have consecrated it, far above our poor power to add or detract." Tip: Vivid imagery and powerful visuals draw your listeners in and help them understand and remember your message. 4. BE HUMBLE Lincoln keeps the focus squarely on the soldiers who gave their lives and the cause they fought for. The complete absence of ego lends power and gravity to his words: "The world will little note, nor long remember what we say here, but it can never forget what they did here." Tip: We've all been in the audience when the presenter can't stop talking about how smart/clever/innovative/insightful he is. Don't be that guy. 5. MAKE IT ABOUT WE, NOT ME On a related note, if you read the text carefully, you won't ever find the words I, me, or mine, in the Gettysburg Address, but you will notice more than a dozen occurrences of the words we, us, and our. Lincoln draws his audiences into a shared moment and appeals to them with a stirring call to action: "It is for us the living, rather, to be dedicated here to the unfinished work which they who fought here have thus far so nobly advanced." Tip: Think of your presentation as a shared experience, and look for ways to actively include the audience and address their questions, needs, and feedback. 6. USE POETIC LANGUAGE Though Lincoln's writing isn't overly flashy, there's an undeniable elegance to the language, with turns of phrase that establish pacing and flow. His rhythmic repetition of "We cannot dedicate, we cannot consecrate, we cannot hallow" is just one example. Tip: If there's one idea you want to communicate (and there should be), look for ways to repeat it, visually and verbally. 7. REFERENCE PAST, PRESENT, AND FUTURE Lincoln immediately grounds his speech in history, evoking the country's founders and deftly connecting their principles to the crisis at hand. He then outlines his own stirring vision for the future: "...we here highly resolve that these dead shall not have died in vain--that this nation, under God, shall have a new birth of freedom--and that government of the people, by the people, for the people, shall not perish from the earth." Tip: Touching on where you've been, what's happening now, and what you want to happen next is a winning formula for nearly any presentation. 8. CLOSE THE LOOP On this note, Lincoln's flowing finish echoes his opening lines--so beautifully, in fact, that many people mistakenly associate the poetic phrase "of the people, by the people, for the people" with the Declaration of Independence. Tip: Tying back to your strong opener creates a sense of closure and helps reinforce your key message. And take special care not to close with any variation of "I know we're over time, but..." 9. KEEP IT SHORT I've seen some PowerPoint slides with more words than Lincoln's entire, elegant speech. At a mere 278 words, it packs a lot of meaning into just a 10--10!--sentences. Lincoln could have said more, but he chose not to--and no doubt, he held his audience's attention, and the enduring admiration of posterity, as a result. (Case in point: Just before Lincoln spoke, the Honorable Edward Everett gave a two-hour oration that has been largely forgotten.) Tip: It's always a good strategy to leave your audience wanting more, not wishing for a way to escape. 10. BE AUTHENTIC Abraham Lincoln wrote several copies of his famous speech in his own handwriting. He didn't have a ghostwriter, a design team, or a corporate template. It was his heartfelt message to a wounded country, perfectly tailored to its time and place. Tip: Your message will resonate more strongly if it comes from you, with your own stamp on it. Make it yours. Here is the speech in its entirety, in Haiku Deck form: Originally published in Fast Company #presentationtips #communication #HaikuDeck

Just as delighting your valentine requires more than grabbing a box of drugstore candy on your way home, showing your customers your care with, say, a 10% off coupon, isn’t going to cut it. Building lasting relationships with your customers takes patience, consistency, and, yes, love, but the great news is that the little things can go a long way. 1. EXTEND A WARM WELCOME If you're sending a welcome email, skip the fancy branded template and make it as low-key, warm, and personal as you can. Send it from an actual person if you can instead of a "no reply"--for example, your founder or your customer service lead. If you're selling a physical product, consider how to make the "unboxing" moment delightful. My husband recently ordered jeans from denim crafters Imogene + Willie, and they arrived in gorgeous packaging with a hand-written postcard on top. Warm and welcoming, just like their flagship store in Nashville. 2. ASK FOR FEEDBACK Ask your customers for their input and ideas frequently, and sincerely--through surveys, emails, on your blog, in person. That "sincerely" is key, however--this is only effective if your customers feel that what they have to say is valued, and that you're actually going to listen. The important thing is that they feel heard. 3. SHOWCASE THEIR WORK AND IDEAS Curating and celebrating our users' work has been incredibly effective for building our global community--at Haiku Deck, each week we hand-picked the best decks to appear in our Featured Gallery. On our blog, in our emails, and in our Decks of the Year awards, we always looked for ways to celebrate the amazing content our community creates. SlideShare and Quirky do this beautifully, as well. 4. RESPECT THEIR TIME Any time a brand--even one that I love--asks me to take a "quick" survey that turns out to be 25 questions long, or requires me to call a 1-800 number during certain hours to resolve a simple issue, it puts a strain on our relationship. When you're asking your community for feedback (really, when you're asking them to do or read anything), keep it short, simple, and focused. If someone has a question, do your best to respond directly and succinctly, right there. 5. PRIORITIZE LISTENING AND RESPONDING Many brands invest significant resources to plan in elaborate detail, far in advance, what they're going to say on social media. Yet some of those same companies leave tweets and posts unanswered, often due to a "lack of resources." I believe this is backwards. Listening and responding to your customers should be top priority--even if it's just a quick thank you or brief acknowledgement. This doesn't have to be dull, though--for inspiration, check out how much fun @Eat24 has interacting with their customers! 6. GET TO KNOW INDIVIDUALS, NOT JUST DATA POINTS I hear a lot about big data, and of course data is essential for illuminating trends and showing the big picture. But I'm a fan of the small data, too. I make it a point to get to know individual customers, especially the ones who are really engaging and advocating for what we're doing. Lunch with Haiku Deck superfans Steve Peha and Margot Lester At Haiku Deck, we have an extremely broad audience. I picture specific people when I'm considering our feature set and our communication--the busy sales and marketing speaker, the tech CEO, the design blogger, the high-school counselor, the communications professor. Note that these are not brand personas; they are actual people we've gotten to know through social media, customer service, or, sometimes, by picking up the phone. They keep our team informed and inspired. 7. BE GENEROUS Generosity is a powerful tool for building customer loyalty--but being generous doesn't always have to take the form of dollars. It might be spending a little extra time to really understand what's going on with a support request or tweeting a customer a coffee if they've been particularly helpful or patient. Sometimes we create custom Haiku Decks or offer to do a Hangout to support a particular cause or event. These small gifts of time and creativity are always appreciated, and they build stronger connections with our community. 8. DON'T JUST TALK ABOUT YOURSELF So many of the marketing emails I receive are incredibly narrow in their focus. See our new product! Read our exciting news! Buy this thing! As in any kind of relationship, this type of one-way communication (or, more accurately, monologue) gets old, fast. I have a particular appreciation for companies who share valuable information with me--who teach me something or inspire me. Canva does this perfectly with its Design 101 email series. 9. SAY THANK YOU If a customer does something awesome for you, don't miss the opportunity to say thank you! And in an age of digital noise, handwritten notes really stand out, and are that much more likely to get shared--like this.) 10. APOLOGIZE IF YOU NEED TO As is the case in any lasting relationship, apologies are sometimes necessary. Whether your misstep is tiny or colossal, apologize promptly, sincerely, and graciously, and you'll be remembered for it. Just ask JetBlue. 11. LOOK FOR OCCASIONS TO WOW We always keep an eye out for occasions to really wow someone. This doesn't always work perfectly (case in point: trying to have a pizza delivered from across the country is tricky), but it can win you lifelong, loyal fans. 12. EXCELLENT SERVICE I can't emphasize enough how important great service is. Haiku Deck's CEO, Adam, reads support requests first thing every morning, and gets on the phone if he needs to do help get a time-sensitive issue resolved quickly. This extends to the realm of physical products too, of course. Rapha makes gorgeous, high-quality cycling jerseys, backed by some really creative guarantees--if you try it and don't like it, if your garment is damaged in a crash, or even if you lose weight and need a new size--they've got your back. How do you show your customers you care? I'd love to hear your ideas in the comments. #wordofmouthmarketing #HaikuDeck #brandactivation #customerservice #communication #marketingstrategy #creativity

How we balanced science and experience to introduce a radical new way of designing, fitting, and merchandising running shoes. Seattle, WA Consumer Goods Focus: B2C, B2B, Internal CONTEXT The Brooks team had done groundbreaking research revealing exciting new insights into how running shoes should be designed, fit, and merchandised. They needed help translating the technical underpinnings into crisp, clear messages that would resonate with both retailers and runners, online and in store. VITAMIN C SERVICES Brand Strategy Internal stakeholder interviews, competitive analysis, external inspiration Development of vision, mission, position, and pillars for Brooks Run Signature Brand Activation Exploration of how brand strategy could inform shoe finder functionality and experience Brand Expression Development of brand vocabulary and shoe finder language and "help me choose" support points, comprehensive messaging framework to guide communications for internal team, retailers, and consumers, development of brand vocabulary MOMENT OF CLARITY The brand framework we developed carefully balanced the science behind Run Signature (research-based and innovative) and the desired runner experience (individualized and immersive). This "science + experience" framework inspired one of the foundational phrases: "We obsess about the science, so you can enjoy the run." CREATIVE INSPIRATION During the external inspiration, we were inspired by the Beats iOS interface, where you tapped floating bubbles and complete clever fill-in-the-blanks to define your tastes. This model strongly influenced the functionality of the Shoe Finder. CONTENT CLIP HAPPY CLIENT "We were really stuck on this--we never would have gotten so far without you!" Heather Snavely, VP Marketing #Brooks #B2C #B2B #internalcommunications #brandstrategy #messaging

"Pics, or it didn't happen." In our digital world we are increasingly immersed in photos, and we can't get enough of them. An average of 350 million photos are added to Facebook, and 95 million to Instagram each day. Through photographs we communicate our experiences and observations, capture treasured memories, and evoke powerful emotions. Of course, photos can mean business, too--many brand presentations incorporate photographs of some kind--though there's an art to choosing and using them well. Here are three methods for doing so. METHOD 1: DEEPEN MEANING The most satisfying presentations have a powerful central idea, and photographs can be an ideal way to bring that unifying theme to life visually and vividly. The most satisfying presentations have a powerful central idea, and photographs can be an ideal way to bring that unifying theme to life visually and vividly. THEMATIC IMAGERY For example, when we launched the Haiku Deck Web App, the central idea was that we were bringing Haiku Deck to the cloud. In our Haiku Deck press release, I used images of clouds and water in various forms throughout to reinforce the message. CONTRASTING IMAGERY In this set of slides for a talk I gave on innovation, I used pairs of contrasting photos throughout to express visually how we break free from the confines of convention--for example, tiny, closed windows followed by open, colorful windows to illustrate different attitudes toward customer feedback. Similarly, to illuminate our unique approach to brand ambassadors, I contrasted a photograph of uniform, monochrome lights with an artful image of one-of-a-kind lanterns. PRO TIPS Make image searching part of your creative process. Sometimes I even discover the perfect unifying creative idea while I'm searching for images. Once you you land on a theme, collect a wide range of images that express it up front and weave them in as you're developing your presentation. ILLUSTRATING CONCEPTS This method also works for individual points within your presentation. For example, when I'm talking about the optimal amount of words on a slide, I like to compare it to oysters--about a half dozen are delicious; more than that can give you a stomachache. This photograph expresses the idea perfectly. SYMBOLIC COMMUNICATION Here's a powerful photo I found to express the mission of a company focused on data transparency. PRO TIPS This technique works best with metaphorical, or lateral, thinking: Instead of searching for something literal, like "six," or "words," I explored things that come in sixes. Similarly, if you want to illustrate an abstract concept like teamwork, don't search for teamwork--think about things that require teamwork, like riding a tandem bicycle, wearing a two-part Halloween costume, or paddling in a canoe. If you want to illustrate an abstract concept like teamwork, don't search for teamwork--think about things that require teamwork, like riding a tandem bicycle, wearing a two-part Halloween costume, or paddling in a canoe. METHOD 2: MAKE IT PERSONAL Incorporating personal photos can be a beautiful way to add meaning and depth to your work. You could include photos you have taken, photos of people you know who illustrate your points well, or even photos others have taken of objects or places that have personal significance to you. BRINGING AN EXPERIENCE TO LIFE For example, when I gave a talk recently about my years at Cranium, I sprinkled in some personal photos to make the culture and creative spirit feel real. CONNECTING AUTHENTICALLY If you're giving your presentation live, this is a great way to weave in personal anecdotes that can help you relax and connect with your audience more authentically. But even if you aren't, incorporating these personal touches adds a layer of depth to your presentation that clip art can never achieve. Incorporating personal touches adds a layer of depth to your presentation that clip art can never achieve. PRO TIPS You don't have to be a professional photographer to use your own photos, but do make sure any images you're using are clear, properly sized, and high enough resolution that your finished slides look sharp. If you are incorporating, say, your own Instagram photos, try using a consistent filter or composition style to tie everything together. METHOD 3: CREATE A DISTINCT LOOK Even if you're not building around a central theme or metaphor, you can use well-chosen photographs to make your presentation feel polished and cohesive. EVOKING A MOOD The types of photographs you choose can really shape the mood of your presentation. For example, if you're doing a retrospective or addressing a historical topic, vintage photographs or even a strong sepia filter can create a nostalgic feeling. EVOKING BRAND IMAGERY To avoid the glazed-over feeling we often get from presentations with a corporate template packed with branding and logos, choose photographs that evoke your brand and branding messages. For Haiku Deck presentations, I preferred to represent our brand with beautiful images of colorful origami instead of showing our logo over and over again. To avoid the glazed-over feeling we often get from presentations with a corporate template packed with branding and logos, choose photographs that evoke your brand and branding messages. EXPRESSING BRAND COLORS A related approach is to let your company or brand colors dictate the palette for the photographs you select, or to mix in abstract photographs or patterns that evoke your brand in a more subtle way. For example, here are some beautiful background photographs that evoke a company's brand colors. PRO TIPS Abstract photos of colors and patterns can be a refreshing way to express your brand without hitting your audience over the head with a heavily branded corporate template. After you've chosen your images, take a look at the set as a whole, looking for easy swaps that might make the overall palette feel more visually unified. #presentationtips #creativity #brandexpression #HaikuDeck #visualcommunication #brandactivation #nationalphotographymonth #photographymonth #storytelling

We depend on presentations to document details and dictate discussion, to inform and to teach, but we don't always instinctively think of them as "inspirational." But we should: Presentations should act like poetry. I believe this is completely possible to achieve. Here are six things to think about to make your presentations more like poetry. POETIC BUILDING BLOCKS Most descriptions of poetry touch on these essential components: the expression of feelings and ideas, distinctive style, rhythm, beauty, intensity of emotion, and brevity. 1. EXPRESSION To me, the most important element of a poetic presentation is a single, powerful idea to build around, to expand upon, to infuse into every aspect of your creation. Think of this as your creative hook or your angle. Without a strong underlying inspiration or theme, presentations can end up feeling jumbled or disjointed--just a sequence of slides. Without a strong underlying inspiration or theme, presentations can end up feeling jumbled or disjointed--just a sequence of slides. The Dragonfly Effect, an inspiring book and blog about how social media can drive social change, is a great example of how powerful a cohesive creative hook can be. I incorporated beautiful dragonfly imagery into this presentation I made to summarize the key concepts. Poetry in Practice: When you're crafting a presentation, give yourself some time up front to identify a theme you can carry through. This could be a metaphorical idea, a powerful phrase or some other unifying creative thread. I often get my ideas from exploring in the Haiku Deck image search. 2. DISTINCTIVE STYLE There are a wide variety of unique poetic forms, each with their own moods, characters, and general formats. The same is true for presentations. Whether you are sharing a lighthearted list or making an impassioned case for a cause you care about, select a style that fits and carry it through cohesively. Each presentation you create should feel distinct, in a way that suits its unique purpose. Each presentation you create should feel distinct, in a way that suits its unique purpose. The other important point here is to be distinctive—which means taking special care to avoid cliché in subject matter, wording, and image choice. Poetry in Practice: Instead of using templates for your presentations, select fonts and images to reinforce your mood and theme. As you develop each presentation, keep formatting and even image palettes as cohesive as possible to sustain the mood. 3. RHYTHM Poetry is strongly associated with rhythm, with cadence, with well-chosen words. You can play with alliteration (the repetition of consonants), assonance (the repetition of vowel sounds), or even rhyme as you title your talk and script your slides. Zooming out, try to give your presentation a sense of rhythm, structure, and flow. You can do this by repeating visual or text elements at regular intervals--for example, solid-color slides to introduce new sections, or a short, simple string of text repeated throughout for poetic emphasis. Poetry in Practice: Allow yourself time, and a few edit passes, to explore possibilities for word choice--you might consult a thesaurus or rhyming dictionary for ideas. If you land on a poetic, powerful phrase, try repeating it at intervals throughout your presentation to underscore its rhythmic resonance. 4. BEAUTY Beauty alone can't carry an unsubstantial idea, but a beautifully presented idea can blossom into something bigger, more powerful. In a presentation, beauty may take the form of evocative, well-chosen images that deepen your meaning, or it could be an elegant metaphorical idea that intrigues and illuminates. Beauty alone can't carry an unsubstantial idea, but a beautifully presented idea can blossom into something bigger, more powerful. Poetry in Practice: Use high-quality imagery, and don't rush the selection of your images--they should be more than just decoration. Be sure each image you choose deepens and extends your meaning or tells a story. 5. EMOTION In the age of big data, it's common to value information over emotion, and to structure presentations accordingly. Yet in the words of Jonathan Gottschall, author of The Storytelling Animal, "Humans simply aren't moved to action by "data dumps," dense PowerPoint slides, or spreadsheets packed with figures. People are moved by emotion." "Humans simply aren't moved to action by "data dumps," dense PowerPoint slides, or spreadsheets packed with figures. People are moved by emotion." Jonathan Gottschall, The Storytelling Animal Poetry in Practice: No matter how data-heavy your presentation is, your message will be more memorable if you can turn your stats in stories. Emotion and information can work together to elevate your key points. 6. BREVITY Certainly there are grand, epic forms of poetry, but most poetic forms favor brevity. Keeping your presentation concise and focused will nearly always make it feel more poetic. Poetry in Practice: Instead of trying to pack in more--more words, more ideas, more thoughts, more data points--see what you can remove. Give your ideas some breathing room, so they can bloom. IN CLOSING Here's one last example I'd like to share, in which I tried to incorporate all of these poetic building blocks to some extent. I created it for presentation expert Nolan Haims, based on a blog post he wrote that inspired me. Sending this to him felt a bit like cooking dinner for a famous chef, and I offered to make any changes he requested, but he loved it! And the central idea here--to trim those ubiquitous lists of three down to just two--is a strong technique that can make your presentations more compelling and poetic. There's no foolproof formula to creating poetic presentations--like poetry itself, there are plenty of forms to explore and ways to experiment. But I hope these poetic building blocks can plant some seeds for future presentation inspiration. Originally published on the SlideShare blog #presentationtips #communication #HaikuDeck #visualcommunication #NationalPoetryMonth #poetrymonth

I remember distinctly when the glassybaby sign first appeared on a corner in Madrona, in 2003. I strolled in one day with my infant daughter, expecting cute onesies and maybe Scandinavian toys, and was surprised to find myself in a tiny gallery lined with shelves of colorful glass candleholders. I'll confess that my first impression wasn't overwhelmingly positive; I just couldn't get my head around a store full of fancy $40 candleholders. But this brand has since grown on me like a cozy, flickering fire, and I've discovered that there's quite a bit more to the story. Here are five reasons why I admire this exquisite brand. 1. POWERFUL STORY I believe there is nothing like an authentic, memorable founding story to anchor a brand and give it emotional power and richness. Glassybaby's is one of the best I've come across. Its founder, Lee Rhodes, found peace in the colorful vessels as she battled a rare form of lung cancer while raising three young children. As described on the glassybaby website: "She had endured surgery, countless rounds of chemotherapy, and was searching for a few moments of serenity to escape the fear that encompassed her life. Lee filled [the glassybabys] with tea lights and scattered them throughout her home. She found great hope and healing in their color, light, and love." One especially lovely thing about glassybaby is that each purchase, each gift, becomes its own story as you select exactly the right shade, and name, for the occasion. On Mother's Day, I chose baby, a pale peachy hue I know will look perfect in my mom's beach house, and red, red happiness for my mother-in-law. 2. CRAFTSMANSHIP Each glassybaby is handmade by artisans in the Madrona hotshop--in fact, you can peek in and see them at work on any given day. The high quality is evident in the heft and stunning color of each unique piece. I love that they have been able to continue manufacturing locally even as they've scaled up to supply new shops around Seattle and in New York. The obvious care and craft makes each glassybaby feel that much more special. 3. GENEROSITY Since 2003, Glassybaby has donated more than $900,000 to charities dedicated to health, healing, and quality of life. In each collection, several glassybabys are offered to benefit specific organizations that align with the company's mission. I was surprised to see a prominent glassybaby presence at a recent Seattle Sounders Women match, but it all made sense when I read more about the partnership behind it to "kick cancer." This deep commitment to worthy causes--in a way that authentically supports the brand's roots--adds meaning and grounding to what might otherwise be perceived as a style-focused brand. Another generous (and all too rare) detail that stands out is free everyday shipping from their online shop. 4. FOCUS It takes incredible focus and discipline to do one thing and do it well. Pressures from retailers, media, and investors to deliver something new can be intense, but I've observed too many brands spin out from their centers as they rush to expand with new products, lines, and categories. There is a compelling purity and simplicity to a glassybaby shop that I believe amplifies the deep power of the brand. 5. COURAGE I have a soft spot for companies that play by their own rules, and I love this quote from Lee Rhodes: "Even with my early success, I can't tell you how many people told me that my product and my company wouldn't work. Many doubted that I could hand-make a product in the USA; others doubted that I could be successful with a single product; still others questioned my decision to give a portion of revenue away. All of these people underestimated the power of color and light. I knew I had something special because you can't help but look at a glassybaby and feel something." For me, glassybaby is a model for brand cohesion. The powerful story at the core shapes everything, from how the product is made to the causes the company supports, and the effect is a warm, sustaining glow. What memorable details can your brand's founding story inspire? #wordofmouthmarketing #brandstorytelling #causemarketing