It’s a very noisy world. And we’re not gonna get a chance to get people to remember much about us. – Steve Jobs
It is indeed a very noisy world and I think Steve Jobs’ take from 1997 has only grown in importance since back in the days when he said those words to introduce the “Think different” campaign.
The world is not going to remember much about us. Which is why we need to make sure that it remembers the right things. The things that we truly stand for and that we are proud to be associated with so that it fuels our motivation and inspires our actions.
This is not to be confused with a fancy sounding marketing slogan. Fancy is great. But it’s not the point – let alone the starting point.
The starting point is that people need to be able to find an anchor in our message.
To achieve that, we don’t need fanciness but clarity: Clarity about what we want to be known for and why that would matter to our audience.
With that clarity, we’ll be in a much better position to find the best wording that turns that clarity into a fancy slogan.
First comes clarity about what we want to be known for, only then comes the genius marketing plan, the communication strategy, and the actual implementation.
