In my book ‘Slingshot‘ I talk about the English soccer club Manchester United and how they transformed into an all-encompassing lifestyle brand. Along the way they revolutionized the global sport, became the world’s most valuable sports team, and amassed an astounding 700 Billion+ fans worldwide. They are deeply in the business of keeping their fans infatuated.
I am pleased to share with you my first article on StackStreet – the freshly launched portal positioned to become the new ‘Forbes’ for the millennial generation.
In the article I revisit the tale of skiing down a steep hill – and the lessons it holds for strategic thinking.
For two months this summer I shall be based in Nicaragua. Nicaragua is a mostly undiscovered country in Central America, one of scenic wonders and high economic potential. I am doing work with the largest company group of the region, Grupo Pellas. Among its wide portfolio of successful businesses is Flor de Caña – the world’s most awarded rum.
Consumers have a capacity to form only a limited number of close, emotional associations with brands and offerings from among all those they come into contact with. You want to make sure that yours is one of them.
The way to achieve that is to think of yourself as being in the business of providing lifestyle enrichment to consumers. This perspective allows you to stay continuously relevant to a broad audience.
Re-imagining boundaries is a deeply empowering perspective not just in the business world but in all aspects of our lives. It engages our natural creativity and enables us to see our environment as full of opportunities rather than full of dangers and limitations. Naturally, we can re-imagine our self-perception in this process. For example, we can acquire the mental and physical confidence to handle any conflict, and to transform from a potential victim to a protector of others.