Doing (and Believing In) What You Know.
Whew, that was close.
I almost took the ZENECIST™ brand into the land of off-brand. It’s all been based upon a long-dwelled upon idea for an apparatus that, in fact, has no relation to the Zenecist brand spirit nor those whom I hope to engage.
Good grief. It’s Brand 101. Align the brand across all touch points and elements. Designing a product just because you can doesn’t mean it fits the real goals of a brand and its stakeholders: to create delight and engagement; and to help fans internalize its relevance to their personal and/or professional brands.
To make a brand part of their own.
Frankly, designing a product was about the simple fun of creating something because that’s what I do. Or that’s what I did with my erstwhile marketing and design agency.
My goal here is to sell a product I can pull from inventory, ship, and scale. And, while thinking back at a conversation I had the other day with my best friend Bobby, and how he laughed when he heard I was back at creating something again (“You can’t help yourself can you?”) it struck me: I should stay with what I know. That’s how to create and position a brand. So it’s back into the vest pocket for that idea.
In its stead I’m focusing on creating a minimum viable brand (MVB), as part of the lean startup process. On aligning its tactical approach based upon strategic goals.
So instead of creating products I’m sourcing them. I have 3 samples are coming in for evaluation already. And the product category is ridiculously narrow, so much so that ZENECIST may be the only one in the space. And way out front by the time others discover its value.
My single criteria: that I’d wear or use products myself in the spirit of high-level, laid-back lifestyle. That’s what this is. It’s my current state of being. I tell you, for a man of age, it’s a delightful gift.
Oh, and I’d like products to be Made it in America. For every reason.
Seeing What I See Now
I realize just how lucky I am to have the luxury not to do a full-court press 24/7 to get revenue flowing as I did at age 36 when I started Thomas Marketing Services. And while it might seem to go against semi-retired guy principles, I’m getting a part-time out-of-home job at an amazing garden center these next months.
Fact is I enjoy working; and really enjoy outdoors and gardening. And having drained my IRA to keep us in home and college tuitions back in my health challenge decade, I can use the additional discretionary income (I have Finland in my sights).
Too, I simply must get from behind my standing desk and out of the house to intact with real people, sans the baggage and button-pushing inherent in day-to-day generational living. You see, our 26-and 31-year old sons live here in our open post and beam log home in the deep burb’s of Boston (a third lives in Manhattan and calls almost daily); and I can validate what’s said about the relationship Italian mothers have with their Italian sons. I’m Finnish. You get the picture.
I’ve decided too I enjoy writing, and that my bonehead startup goofs and recoveries may amuse some starting their own ventures. If nothing else, I hope it centers people for a moment, that it quiets their minds so they can see their business from a slightly different perspective. And with quiet focus.
Of course these thoughts are not new. I’m just getting around to putting them into practice. It’s the laid back kind of guy I am today; and frankly, is something new in my charmed life. Though I suspect it comes largely from the peace in inherent in a business not carrying dept.
But high-level? That’s something about the brand only you can decide. But that’s the goal; it’s how I’d like to think of you. Because a brand is a 2-way street. And I hope we’re both be satisfied.
For now, and without paying customers, so far so good. I’d hope you’d tell me otherwise.
Peace. T-
