There was an industrialist whose production line inexplicably broke down, costing him millions of dollars a day.
He finally tracked down an engineering expert who took out a screwdriver, turned one screw, and then – as the factory cranked back to life – presented a bill for $100,000.
Affronted, the factory owner demands an itemised version. The engineer was happy to oblige:
“For turning a screw: $1. For knowing which screw to turn: $99,999.”
And branding is just like that. Everyone is a “brand expert”. After all, how hard can it be, really, to turn a couple of Vision and Values screws.
Except when there are so many inputs and moving parts, the skill is knowing what screws to turn — and what screws to leave in the toolbox.
Or as I sometimes tell my clients, “My job is to show you where the heck Wally is.”