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The1101 experiment handbook 2020

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Paul MacFarlane

The document discusses the importance of building a strong corporate culture and brand identity in an era of diminishing trust in media and brands. It emphasizes maximizing the positive potential of human culture and engaging customers through genuine experiences, storytelling, and ethical practices. The text suggests that understanding deep human values and fostering relationships can significantly enhance brand loyalty and business success.

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su ccessfu l b ra n d ın g a n d co rp o ra te cu ltu re ın a w o rld w h ere n o o n e b elıeves a n yth ın g a n ym o re. F O R C E O s C O O s C M O s C C O s th e 110 1 e x p e rim e n t P R E S E N T E D B Y . . . . n ew 2 0 2 0 ed itio n
b eca u se w e k n o w h o w to m a k e p eo p le lo ve w o rk ın g w h ere th ey d o a n d w e k n o w h o w to m a k e p eo p le lo ve th a t co m p a n y,ıts b ra n d , a n d p u rch a se ıts p ro d u cts a n d servıces. B U T D O N ’T D E S P A IR . . . .
F IR S T T H E B A D N E W S w e a re ın a “ p o st-fa ctu a l w o rld ” exp erıen cın g a ra p ıd ero sıo n o f tru st,b elıef a n d va lu e ın a ll vıd eo co n ten t,n ew s a n d b ra n d s. w e a re a ll to b la m e. so let’s a ll g et o n w ıth th e so lu tıo n s. . . . . . . . . ..
m a xım ıze th e p o sıtıve p o ten tıa l o f yo u r h u m a n cu ltu re – b eca u se th a t ıs th e rea l b ra n d . u se yo u r b ra n d ,p ro d u cts a n d servıces to m a k e p eo p le’s d a y – w ıth every m o m en t, ex p erıen ce,p ıx el,w o rd a n d ım a g e. d o n ’t b e a fra ıd to stır u p so m e sh ıt. tru st in tv. b u ild a stro n g fo u n d a tio n a n d p u t a lig h th o u se o n it. T H E F IV E K E Y IN S IG H T S / S U G G E S T IO N S 1 4 5 2 3 . . . . . . . . . . . .. n ew ! n ew !
- u n co ver a n d m a xım ıze u n ta p p ed ,tru e,p o sıtıve b eh a vıo rs M A X IM IZ E T H E P O S IT IV E P O T E N T IA L O F Y O U R H U M A N C U L T U R E W e h ave alw ay s d isco ve re d valu ab le e n e rg y w h e n w e p ro b e b e y o n d jo b d e scrip tio n s an d u n co ve r th e d e e p e st h u m an valu e s o f life ,le g acie s,fam ily,lo ve ,d re am s,fe ars an d p e rso n alm e an in g . W h e n co w o rk e rs (w h e th e r o n th e asse m b ly lin e o r in C -L e ve lb o ard ro o m s) le arn ab o u t e ach o th e r,co n se n su s g ro w s an d fo r u s,criticalin sig h ts ab o u t th e e sse n ce o f th e b u sin e ss an d b ran d e m e rg e .O fte n ,th e se d e e p h u m an sto rie s b e co m e th e e x te rn alb u sin e ss an d b ran d co m m u n icatio n s w ith stag g e rin g ly p ro i tab le re su lts. 2 1 st C e n tu ry su cce ss re q u ire s i n an cial,e th ical,so cialan d cu ltu ralatte n tio n . A n d it’s so re m ark ab le w h at h ap p e n s w h e n w e allatte n d to b asic h u m an h ap p in e ss in e ve ry asp e ct o f a b u sin e ss,cu ltu re an d b ran d . 1 . . .. .
- everyth ın g yo u d o ıs yo u r b ra n d a n d everyth ın g yo u d o ıs a m o m en t to tu rn so m eth ın g m u n d a n e ın to so m eth ın g a m a zın g U S E Y O U R B R A N D , P R O D U C T S A N D S E R V IC E S T O M A K E P E O P L E ’S D A Y W e ro u tin e ly n o tice se ve ralk e y m isse d o p p o rtu n itie s in m o st g lo b alan d lo calb ran d tactics. • W h y d o w e b site s ro m an ce th e vie w e r at th e b e g in n in g an d d u rin g p e ru salb u t afte r th e o rd e r is p lace d ,th e th rillis g o n e ? • W h y are lo g -in an d p assw o rd b o x e s d e vo id o f re alb ran d in g ? • P ack ag in g ,e ve ry d e taila cu sto m e r se e s,se lls an d to u ch e s is an o p p o rtu n ity to d iffe re n tiate ,se llan d b e sp e cial,m e an in g fu lo r in sp iratio n al.A sk M o o . 2 . . . . . . . .
- cra ft ta k es m o re tım e a n d m a yb e n o o n e w ıll n o tıce a n yw a y U S E Y O U R B R A N D , P R O D U C T S A N D S E R V IC E S T O M A K E P E O P L E ’S D A Y T ru e . F e w p e o p le n o tice an d ap p re ciate d e tails lik e n u an ce d ty p o g rap h y,artistic l o u rish e s o r e le g an t p o e tic w ritin g . B u t th o se w h o d o n o tice an d ap p re ciate th e m b e co m e a sp e cialk in d o f cu sto m e r o r fan o f y o u r b ran d o r b u sin e ss. T h e y b e co m e an e ffu sive h u m an b e in g w h o h as ju st b e e n d e e p ly im p re sse d b y o r h as ju st falle n in lo ve w ith so m e th in g y o u p u b lish e d ,b ro ad cast,sh are d o r cre ate d . W h at are th o se k in d s o f cu sto m e rs an d fan s w o rth to y o u ? 2 . . .
- ıf yo u lo ve a n d resp ect yo u r cu sto m ers, try sh o w ın g ıt U S E Y O U R B R A N D , P R O D U C T S A N D S E R V IC E S T O M A K E P E O P L E ’S D A Y T h e C an ad ian ro ck b an d R U S H h as a le g io n o f lo y al,p assio n ate ,d ie -h ard fan s th at h as su stain e d an d g ro w n fo r w e llo ve r 4 0 y e ars.T h e y h ave fo llo w e d R U S H th ro u g h sty le ch an g e s,h air an d w ard ro b e m ish ap s an d m o re . W h y ? B e cau se o f d e e p in te g rity an d a ste ad fast re fu salto b e n d to o u tsid e p re ssu re s. R U S H e ve n tru ste d th e ir fan s to th e e x te n t th at,w h e n th e ir ly rics d re w fro m G re e k m y th o lo g y,A y n R an d ,F re n ch p h rase s an d d e e p scie n ce i ctio n an d fan tasy au th o rs,th e y sim p ly said “w e le arn e d ab o u t th o se th in g s an d so can o u r fan s.” T h at – d e ar C E O ,C O O ,C M O o r C C O – is p u re lo ve an d re sp e ct. T h at l o w e d b o th w ay s. 2 . . .
- n ık e.co lın k a ep ern ıck . u m ,yo u k n o w .... D O N ’T B E A F R A ID T O S T IR U P S O M E S H IT fro m m o n ey.cn n .co m 0 9 .1 3 .1 8 A m on g p eop le a ges 1 8 to 3 4 , 4 4 % su p p orted N ike’s d ecision to u se K a ep ern ick, w h ile 3 2 % op p osed it, a ccord in g to a n S S R S O m n ibu s p oll p rovid ed exclu sively to C N N . In th e 3 5 -to-4 4 a ge bra cket, th e d ecision ea rn ed su p p ort a m on g a m a jority, 5 2 % , com p a red to 3 7 % w h o w ere a ga in st it. O ld er a d u lts w ere less su p p ortive ofth e m ove: O n ly 2 6 % ofa d u lts over 6 5 ba cked th e d ecision . B u t th ey a re n ot N ike’s ba se. T w o-th ird s ofth e com p a n y’s sn ea ker cu stom ers a re you n ger th a n 3 5 , a ccord in g to M a tt P ow ell, a sp orts reta il a n a lyst a t m a rket resea rch fi rm N P D G rou p . N o w ,co u n t h o w m an y tim e s N ik e an d th e sp o o fs sh o w e d u p in y o u r F ace b o o k ,T w itte r an d L in k e d In fe e d . B u t p le ase – d o n ’t stir it u p if y o u ’re n o t a tru e b e lie ve r in w h at y o u ’re stirrin g .A n d m ay b e if y o u ’re n o t N ik e . 3 . . .
- esp ecıa lly th a t tv o n o u r m o b ıle d evıces T R U S T IN T V F irst,p le ase u n d e rstan d th is i rst: -n o t e ve ry th in g is a sto ry -n o t e ve ry th in g sh o u ld b e a sto ry -p le ase sto p say in g e ve ry th in g is a sto ry B e cau se w e ’re h u m an b e in g s an d w e lik e w atch in g tv o n th e w allo r tv in o u r h an d .A n d b y “tv” w e m e an it m ig h t b e a b lazin g su n se t,a crazy carto o n a d ram atic i lm o r e ve n ...an ad .A re ally,re ally,re ally g re at ad . S o m e tim e s it’s a sto ry (b u t th in k – if allb ran d s are cre atin g sto rie s,w h y ad d y e t an o th e r sto ry to th at o ve rcro w d e d m ix ? F o cu s in ste ad o n so m e th in g startlin g ,au d acio u s.,p ro vo cative ,sh o ck in g ly b e au tifu lab o u t y o u r p ro d u ct,cu ltu re ,se rvice o r life itse lf.M ay b e ,ju st m ay b e ...it n e e d s to b e a sto ry. M m m aaaaay b e . 4 n ew !. . .
- g lo b a l b ra n d secrets fo r a n y sıze b u sın ess B U IL D A S T R O N G F O U N D A T IO N A N D P U T A L IG H T H O U S E O N IT . F in d o u t w h o y o u are . D e cid e if y o u can an d w an t to b e th at fo r th e re st o f y o u r life . E x p re ss it e ve ry d ay in ally o u d o ,in y o u r in te rn alcu ltu re ,p ractice s an d co m m u n icatio n s. M ak e su re y o u b u ild a so lid ,h o listic fo u n d atio n o f b u sin e ss strate g y,p ractice an d b ran d e x p re ssio n . T h is w ay ally o u r b ran d e x p re ssio n s,e x p e rie n ce s an d n e w sw o rth y actio n s re sin ate m o re p o w e rfu lly w h e n th e y ap p e ar an d are tan g ib ly e x p re sse d sp ru n g fro m th e b e d ro ck fo u n d atio n o f y o u r d e e p e st valu e s. M ak e su re y o u b e h ave lik e a lig h th o u se – stan d tallan d b rig h t an d le t b o ats co m e to y o u . 5 n ew ! . .
th ıs ıs th e p a g e a b o u t g en x,g en y,g en z,vr,a r a n d a ı. O H , W E A L M O S T F O R G O T W e ’llk e e p it q u ick an d sim p le : • Y o u n g e r p e o p le lik e to lo o k b e h in d th e cu rtain an d are n ’t im p re sse d w ith b e in g im p re sse d . • A lln e w to o ls are ju st th at.U n tilw e allb e co m e h y b rid ro b o t/ h u m an s (an d w e su re ly w ill), re m e m b e r th at m ag n ify in g re al,m e an in g fu lh u m an q u alitie s w illn e ve r faily o u r b u sin e ss o r b ran d . T e ch n o lo g y as a m e an s to d azzle ,an d d e e p e n y o u r b ran d ’s e sse n tialre aso n fo r b e in g is a p o te n tially p o w e rfu ltactic an d so m e tim e s,(so m e tim e s) th e m e d ia can b e th e m e ssag e . . . .
th ıs ıs w h a t w e b elıeve w ıth fıerce,ın ten se p a ssıo n . ıf yo u w a n t o u r ex p erıen ce, exp ertıse a n d vısıo n , yo u k n o w w h a t to d o . o r w e ca n h elp ın sp ıre/k ıck th e rea r en d s o f w h o ever yo u ’re w o rk ın g w ıth n o w . N O W , P L E A S E D O IT . O R A S K F O R H E L P . . . . . . . . . . . . . . . .
th e110 1exp erım en t.o rg G O O D B Y E . H E L L O . .

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The1101 experiment handbook 2020

  • 1. su ccessfu l b ra n d ın g a n d co rp o ra te cu ltu re ın a w o rld w h ere n o o n e b elıeves a n yth ın g a n ym o re. F O R C E O s C O O s C M O s C C O s th e 110 1 e x p e rim e n t P R E S E N T E D B Y . . . . n ew 2 0 2 0 ed itio n
  • 2. b eca u se w e k n o w h o w to m a k e p eo p le lo ve w o rk ın g w h ere th ey d o a n d w e k n o w h o w to m a k e p eo p le lo ve th a t co m p a n y,ıts b ra n d , a n d p u rch a se ıts p ro d u cts a n d servıces. B U T D O N ’T D E S P A IR . . . .
  • 3. F IR S T T H E B A D N E W S w e a re ın a “ p o st-fa ctu a l w o rld ” exp erıen cın g a ra p ıd ero sıo n o f tru st,b elıef a n d va lu e ın a ll vıd eo co n ten t,n ew s a n d b ra n d s. w e a re a ll to b la m e. so let’s a ll g et o n w ıth th e so lu tıo n s. . . . . . . . . ..
  • 4. m a xım ıze th e p o sıtıve p o ten tıa l o f yo u r h u m a n cu ltu re – b eca u se th a t ıs th e rea l b ra n d . u se yo u r b ra n d ,p ro d u cts a n d servıces to m a k e p eo p le’s d a y – w ıth every m o m en t, ex p erıen ce,p ıx el,w o rd a n d ım a g e. d o n ’t b e a fra ıd to stır u p so m e sh ıt. tru st in tv. b u ild a stro n g fo u n d a tio n a n d p u t a lig h th o u se o n it. T H E F IV E K E Y IN S IG H T S / S U G G E S T IO N S 1 4 5 2 3 . . . . . . . . . . . .. n ew ! n ew !
  • 5. - u n co ver a n d m a xım ıze u n ta p p ed ,tru e,p o sıtıve b eh a vıo rs M A X IM IZ E T H E P O S IT IV E P O T E N T IA L O F Y O U R H U M A N C U L T U R E W e h ave alw ay s d isco ve re d valu ab le e n e rg y w h e n w e p ro b e b e y o n d jo b d e scrip tio n s an d u n co ve r th e d e e p e st h u m an valu e s o f life ,le g acie s,fam ily,lo ve ,d re am s,fe ars an d p e rso n alm e an in g . W h e n co w o rk e rs (w h e th e r o n th e asse m b ly lin e o r in C -L e ve lb o ard ro o m s) le arn ab o u t e ach o th e r,co n se n su s g ro w s an d fo r u s,criticalin sig h ts ab o u t th e e sse n ce o f th e b u sin e ss an d b ran d e m e rg e .O fte n ,th e se d e e p h u m an sto rie s b e co m e th e e x te rn alb u sin e ss an d b ran d co m m u n icatio n s w ith stag g e rin g ly p ro i tab le re su lts. 2 1 st C e n tu ry su cce ss re q u ire s i n an cial,e th ical,so cialan d cu ltu ralatte n tio n . A n d it’s so re m ark ab le w h at h ap p e n s w h e n w e allatte n d to b asic h u m an h ap p in e ss in e ve ry asp e ct o f a b u sin e ss,cu ltu re an d b ran d . 1 . . .. .
  • 6. - everyth ın g yo u d o ıs yo u r b ra n d a n d everyth ın g yo u d o ıs a m o m en t to tu rn so m eth ın g m u n d a n e ın to so m eth ın g a m a zın g U S E Y O U R B R A N D , P R O D U C T S A N D S E R V IC E S T O M A K E P E O P L E ’S D A Y W e ro u tin e ly n o tice se ve ralk e y m isse d o p p o rtu n itie s in m o st g lo b alan d lo calb ran d tactics. • W h y d o w e b site s ro m an ce th e vie w e r at th e b e g in n in g an d d u rin g p e ru salb u t afte r th e o rd e r is p lace d ,th e th rillis g o n e ? • W h y are lo g -in an d p assw o rd b o x e s d e vo id o f re alb ran d in g ? • P ack ag in g ,e ve ry d e taila cu sto m e r se e s,se lls an d to u ch e s is an o p p o rtu n ity to d iffe re n tiate ,se llan d b e sp e cial,m e an in g fu lo r in sp iratio n al.A sk M o o . 2 . . . . . . . .
  • 7. - cra ft ta k es m o re tım e a n d m a yb e n o o n e w ıll n o tıce a n yw a y U S E Y O U R B R A N D , P R O D U C T S A N D S E R V IC E S T O M A K E P E O P L E ’S D A Y T ru e . F e w p e o p le n o tice an d ap p re ciate d e tails lik e n u an ce d ty p o g rap h y,artistic l o u rish e s o r e le g an t p o e tic w ritin g . B u t th o se w h o d o n o tice an d ap p re ciate th e m b e co m e a sp e cialk in d o f cu sto m e r o r fan o f y o u r b ran d o r b u sin e ss. T h e y b e co m e an e ffu sive h u m an b e in g w h o h as ju st b e e n d e e p ly im p re sse d b y o r h as ju st falle n in lo ve w ith so m e th in g y o u p u b lish e d ,b ro ad cast,sh are d o r cre ate d . W h at are th o se k in d s o f cu sto m e rs an d fan s w o rth to y o u ? 2 . . .
  • 8. - ıf yo u lo ve a n d resp ect yo u r cu sto m ers, try sh o w ın g ıt U S E Y O U R B R A N D , P R O D U C T S A N D S E R V IC E S T O M A K E P E O P L E ’S D A Y T h e C an ad ian ro ck b an d R U S H h as a le g io n o f lo y al,p assio n ate ,d ie -h ard fan s th at h as su stain e d an d g ro w n fo r w e llo ve r 4 0 y e ars.T h e y h ave fo llo w e d R U S H th ro u g h sty le ch an g e s,h air an d w ard ro b e m ish ap s an d m o re . W h y ? B e cau se o f d e e p in te g rity an d a ste ad fast re fu salto b e n d to o u tsid e p re ssu re s. R U S H e ve n tru ste d th e ir fan s to th e e x te n t th at,w h e n th e ir ly rics d re w fro m G re e k m y th o lo g y,A y n R an d ,F re n ch p h rase s an d d e e p scie n ce i ctio n an d fan tasy au th o rs,th e y sim p ly said “w e le arn e d ab o u t th o se th in g s an d so can o u r fan s.” T h at – d e ar C E O ,C O O ,C M O o r C C O – is p u re lo ve an d re sp e ct. T h at l o w e d b o th w ay s. 2 . . .
  • 9. - n ık e.co lın k a ep ern ıck . u m ,yo u k n o w .... D O N ’T B E A F R A ID T O S T IR U P S O M E S H IT fro m m o n ey.cn n .co m 0 9 .1 3 .1 8 A m on g p eop le a ges 1 8 to 3 4 , 4 4 % su p p orted N ike’s d ecision to u se K a ep ern ick, w h ile 3 2 % op p osed it, a ccord in g to a n S S R S O m n ibu s p oll p rovid ed exclu sively to C N N . In th e 3 5 -to-4 4 a ge bra cket, th e d ecision ea rn ed su p p ort a m on g a m a jority, 5 2 % , com p a red to 3 7 % w h o w ere a ga in st it. O ld er a d u lts w ere less su p p ortive ofth e m ove: O n ly 2 6 % ofa d u lts over 6 5 ba cked th e d ecision . B u t th ey a re n ot N ike’s ba se. T w o-th ird s ofth e com p a n y’s sn ea ker cu stom ers a re you n ger th a n 3 5 , a ccord in g to M a tt P ow ell, a sp orts reta il a n a lyst a t m a rket resea rch fi rm N P D G rou p . N o w ,co u n t h o w m an y tim e s N ik e an d th e sp o o fs sh o w e d u p in y o u r F ace b o o k ,T w itte r an d L in k e d In fe e d . B u t p le ase – d o n ’t stir it u p if y o u ’re n o t a tru e b e lie ve r in w h at y o u ’re stirrin g .A n d m ay b e if y o u ’re n o t N ik e . 3 . . .
  • 10. - esp ecıa lly th a t tv o n o u r m o b ıle d evıces T R U S T IN T V F irst,p le ase u n d e rstan d th is i rst: -n o t e ve ry th in g is a sto ry -n o t e ve ry th in g sh o u ld b e a sto ry -p le ase sto p say in g e ve ry th in g is a sto ry B e cau se w e ’re h u m an b e in g s an d w e lik e w atch in g tv o n th e w allo r tv in o u r h an d .A n d b y “tv” w e m e an it m ig h t b e a b lazin g su n se t,a crazy carto o n a d ram atic i lm o r e ve n ...an ad .A re ally,re ally,re ally g re at ad . S o m e tim e s it’s a sto ry (b u t th in k – if allb ran d s are cre atin g sto rie s,w h y ad d y e t an o th e r sto ry to th at o ve rcro w d e d m ix ? F o cu s in ste ad o n so m e th in g startlin g ,au d acio u s.,p ro vo cative ,sh o ck in g ly b e au tifu lab o u t y o u r p ro d u ct,cu ltu re ,se rvice o r life itse lf.M ay b e ,ju st m ay b e ...it n e e d s to b e a sto ry. M m m aaaaay b e . 4 n ew !. . .
  • 11. - g lo b a l b ra n d secrets fo r a n y sıze b u sın ess B U IL D A S T R O N G F O U N D A T IO N A N D P U T A L IG H T H O U S E O N IT . F in d o u t w h o y o u are . D e cid e if y o u can an d w an t to b e th at fo r th e re st o f y o u r life . E x p re ss it e ve ry d ay in ally o u d o ,in y o u r in te rn alcu ltu re ,p ractice s an d co m m u n icatio n s. M ak e su re y o u b u ild a so lid ,h o listic fo u n d atio n o f b u sin e ss strate g y,p ractice an d b ran d e x p re ssio n . T h is w ay ally o u r b ran d e x p re ssio n s,e x p e rie n ce s an d n e w sw o rth y actio n s re sin ate m o re p o w e rfu lly w h e n th e y ap p e ar an d are tan g ib ly e x p re sse d sp ru n g fro m th e b e d ro ck fo u n d atio n o f y o u r d e e p e st valu e s. M ak e su re y o u b e h ave lik e a lig h th o u se – stan d tallan d b rig h t an d le t b o ats co m e to y o u . 5 n ew ! . .
  • 12. th ıs ıs th e p a g e a b o u t g en x,g en y,g en z,vr,a r a n d a ı. O H , W E A L M O S T F O R G O T W e ’llk e e p it q u ick an d sim p le : • Y o u n g e r p e o p le lik e to lo o k b e h in d th e cu rtain an d are n ’t im p re sse d w ith b e in g im p re sse d . • A lln e w to o ls are ju st th at.U n tilw e allb e co m e h y b rid ro b o t/ h u m an s (an d w e su re ly w ill), re m e m b e r th at m ag n ify in g re al,m e an in g fu lh u m an q u alitie s w illn e ve r faily o u r b u sin e ss o r b ran d . T e ch n o lo g y as a m e an s to d azzle ,an d d e e p e n y o u r b ran d ’s e sse n tialre aso n fo r b e in g is a p o te n tially p o w e rfu ltactic an d so m e tim e s,(so m e tim e s) th e m e d ia can b e th e m e ssag e . . . .
  • 13. th ıs ıs w h a t w e b elıeve w ıth fıerce,ın ten se p a ssıo n . ıf yo u w a n t o u r ex p erıen ce, exp ertıse a n d vısıo n , yo u k n o w w h a t to d o . o r w e ca n h elp ın sp ıre/k ıck th e rea r en d s o f w h o ever yo u ’re w o rk ın g w ıth n o w . N O W , P L E A S E D O IT . O R A S K F O R H E L P . . . . . . . . . . . . . . . .
  • 14. th e110 1exp erım en t.o rg G O O D B Y E . H E L L O . .