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