Objectively your brand may be quite extraordinary.

I'm not sure what it is for you, but maybe you're very innovative,

years ahead of the competition.

Or you adhere to much more ethical work practices.

Or you foster sustainable production while at the same time delivering

the highest production quality.

Someone looking objectively of how you do what you do should come

to the same conclusion as you do.

This is simply extraordinary.

Looking at objectively might not be the point though.

In fact, looking subjectively is.

People do look subjectively.

how does this fit into how I see the world?

Or is it useful for me?

Or does it make me happy?

Or even what will my peers think?

And they are right with looking through that lens.

I mean, they owe you nothing.

In particular, they don't owe you objectivity.

They didn't ask you to make the product you made it.

And now you're asking them to buy it.

They will do so if they decide it's for them.

But they will always decide from their subjective perspective.

What makes a brand so difficult to grasp and so difficult to communicate

is that everyone looks from their own subjective perspective.

So when you communicate your product and you want people to fall in love

with the product It might not be so much about why that thing that you've

built is objectively better, but how you can address the right people who

are looking from the right perspective so that what you consider to be

objectively better is also and at the same time subjectively better for them.

So how do people look at your brand and what do they see?