gapingvoid: "cartoons drawn on the back of business cards"

the hughtrain has been rewritten

(Read the whole thing here)

The (Updated) Hughtrain Manifesto: "The market for something to believe in is infinite."

This cartoon directly above explains exactly why I said, "Forget the fancy buzzwords. The future of business is spiritual..."

This goes with what I said previously:"It's this utter belief in humanity and human potential that excites us. We humans want to believe in our own species. And we want people, companies and products in our lives that make it easier to do so. That is human nature."

Think less about what your product does, and think more about human potential. What statement about humanity does your product make?

The bigger the statement, the bigger the idea, the bigger your brand will become.

I know, I know, spirituality and marketing don't mix, right?

You sure about that?

(Read the whole thing here)

I decided that "Smarter Conversations" wasn't cutting it, somehow. Any fool can be smarter.

But to borrow from Paul's Letter to The Corinthians, without Love, you have nothing.

When somebody like me or Evelyn Rodriguez or John Strande talks about entering "The Creative Age", we're not saying the world will one day be run by graphic designers. We're talking about "purpose and belief" i.e. human, spiritual values driving the brand to ever increasing degrees, rather than just what it does or how much it costs.

That means brands, businesses and people will have to become more spiritually sophisticated. And that means marketing folk will have to start behaving less like priests, more like monks.

Posted by hugh macleod at August 29, 2004 1:24 PM | TrackBack