Fish are the last ones to see the water …
Two young fish are swimming along when they see an older fish heading the other way. He nods at them and calls out, “Morning boys. How’s the water? They swim on for a bit until one turns to the other and asks, “What the fuck is water?”
The lesson? Fish are the last to see the water they live in. The most obvious and important realities in life and business are often the hardest to see.
My job is to help businesses see what they don’t see. Knowledge is nothing—awareness is everything. Awareness of what’s real, essential, and hidden in plain sight.
The Red Wine Midnight Conversation …
This is the Brand Discovery conversation that I have with CEOs, the Executive team, and other key stakeholders. It might be at 9am on a Monday morning, but the style of conversation is casual, personal, and authentic.
I get them to drop the corporate speak, and chat to me like real people. And these are the sort of questions I ask:
- Why should people love working here?
- What do you guys actually do?
- What do you do better than anyone else?
- Would this business be missed if it didn’t exist, and if so, why?
- What’s one thing you wish your customers knew about you?
- What are your hopes, dreams and aspirations for this business?
- What keeps you awake at night?
- What do you love most about this business?
A new way of seeing …
In this way, I uncover hidden truths, insights, and opportunities for their business and brand. I don’t change who they are, what they do, how they do it, why they do it, and who they do it for. I change how they see who they are, what they do, how they do it, why they do it, and who they do it for.
And once seen, it’s pure gold. Because awareness is the key to transforming and breathing fresh life into your business and brand.
