Speaker:
00:00:02
Objectively your brand may be quite extraordinary.
Speaker:
00:00:06
I'm not sure what it is for you, but maybe you're very innovative,
Speaker:
00:00:10
years ahead of the competition.
Speaker:
00:00:12
Or you adhere to much more ethical work practices.
Speaker:
00:00:17
Or you foster sustainable production while at the same time delivering
Speaker:
00:00:22
the highest production quality.
Speaker:
00:00:25
Someone looking objectively of how you do what you do should come
Speaker:
00:00:32
to the same conclusion as you do.
Speaker:
00:00:35
This is simply extraordinary.
Speaker:
00:00:39
Looking at objectively might not be the point though.
Speaker:
00:00:43
In fact, looking subjectively is.
Speaker:
00:00:46
People do look subjectively.
They ask things like:
00:00:49
how does this fit into how I see the world?
They ask things like:
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Or is it useful for me?
They ask things like:
00:00:58
Or does it make me happy?
They ask things like:
00:01:00
Or even what will my peers think?
They ask things like:
00:01:04
And they are right with looking through that lens.
They ask things like:
00:01:07
I mean, they owe you nothing.
They ask things like:
00:01:09
In particular, they don't owe you objectivity.
They ask things like:
00:01:12
They didn't ask you to make the product you made it.
They ask things like:
00:01:16
And now you're asking them to buy it.
They ask things like:
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They will do so if they decide it's for them.
They ask things like:
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But they will always decide from their subjective perspective.
They ask things like:
00:01:29
What makes a brand so difficult to grasp and so difficult to communicate
They ask things like:
00:01:34
is that everyone looks from their own subjective perspective.
They ask things like:
00:01:41
So when you communicate your product and you want people to fall in love
They ask things like:
00:01:45
with the product It might not be so much about why that thing that you've
They ask things like:
00:01:51
built is objectively better, but how you can address the right people who
They ask things like:
00:01:57
are looking from the right perspective so that what you consider to be
They ask things like:
00:02:02
objectively better is also and at the same time subjectively better for them.
They ask things like:
00:02:10
So how do people look at your brand and what do they see?
