Your Slogan in 5 Words or Less
In just a few words, each company has been able to completely define their vision, purpose and culture.
Let’s take “The Happiest Place on Earth” as an example.
Most people associate the slogan, “Happiest Place on Earth” with Disney’s theme parks. If you did that, you are correct, that is their slogan.
Let’s say I were a new employee at a Disney theme park. And let’s say I show up on my first day and the only direction I am given on how to do my job is to make it “the happiest place on earth”.
As it turns out, I’d be able to understand a lot about my job in those five words.
My job, I can deduce, is to make people smile and make them happy. How can I do that? Well, I can be happy and smile myself. I can proactively help people with problems, I can give customer support that’s above and beyond normal expectations, I can create a clean environment, I can make sure little kids see their favorite characters, I can listen and have empathy.
I’ve figured out all of that about my job from just a five words slogan.
The same exercise can be accomplished with each of the other slogans because each of the others defines both the user experience and the company vision.
Disney’s goal is to create happy
Nike’s goal is to inspire performance
BMW’s goal is to create a transcendent experience
And the list goes on.
What are these companies doing differently than others – and perhaps yours? That’s an important topic and one that you, as a leader, employee and consumer, should better understand. I will share that with you in this newsletter.