Tracking Wonder - Brand and Innovation

Brand & Innovation Digest – March 2017

Tracking Wonder - Brand and Innovation

Once again, over this past month, Tracking Wonder’s research assistant Gianna Kaloyeros and I have gathered and curated some of what we deem the most relevant studies, stories, and news that will help you and your team excel at having the most impact and influence via storytelling, brand and innovation. I wanted to share some of them with you.

Jeffrey, Chief Tracker & Lead Consultant at Tracking Wonder

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Image: Unsplash

Brand & Innovation Digest – February 2017

Image: Unsplash

Image: Unsplash

During the past month, Tracking Wonder’s research assistant Gianna Kaloyeros has curated some of what we deem the most relevant studies, stories, and news that will help you and your team excel at having the most impact and influence via brand building, storytelling, and innovation.

– Jeffrey, Chief Tracker at Tracking Wonder

Four Reasons Every Startup’s Brand Needs Attention

With a personal account and wealth of advice from an entrepreneur and investor, Kumar Arora nails down the four biggest priorities for startups building their business. Don’t wait to start building the brand culture, he says, even in the infancy of the business. Among the four priorities is making sure your brand has a carefully considered name, builds customer loyalty, remains a source of inspiration, and sets your business apart from the competition. Kumar Arora @karora007

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The Secret to Sales


Selling well doesn’t come naturally to most people with good ideas. To most, it feels gimmicky and inauthentic and manipulative. But it doesn’t have to follow the usual big-loud-buzz formula. In fact, the secret to selling is all about your customer. In the piece below, I share the secret to sales as shown to me by the example of my father, a successful radio advertising salesman and marketer.

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How Your Story Drives Your Impact


Courtesy Creative Commons

When some of us think of leaders, we imagine the Richard Bransons, Gloria Steinems, Dan Prices, and Patriss Cullors of the world guiding big companies and grand movements.

If your frame of a leader is an ambitious extrovert driven by power and domination and big audacious change, then, you might not view yourself as a leader.

But Howard Gardner’s research and conclusions suggest that even if you’re more introverted and creatively driven by the craft of a good story you may have the makings of a leader and you might already be leading.

Howard Gardner is Co-Director of Project Zero (devoted to advancing arts learning as a serious cognitive activity) at the Harvard Graduate School of Education – and is best known as a thought leader in multiple intelligences. Gardner changed the way I thought about intelligence and education back in the ‘90s with his books on multiple intelligences, the mind, and creativity. In his book Intelligence Reframed (Basic Books 1999), Gardner sums up his studies of creators and his studies of leaders. What surprised him was how much they have in common.

Leaders change the way numerous people think and act. That’s what influence is – that fundamental change. The most effective and wise leaders, Gardner notes, effect change via story in a two-fold way. Read more

frame, lens

When Vision Shifts, Values Stabilize

frame, lens

Courtesy of Pexels

We each see the world through our heritage of personality, experience, expertise, and values.

A software programmer develops her expertise. A doctor of integrated medicine develops his. A marketing specialist see the world and how to solve its problems through her lens, and an educator, through his.

Imagine they each are on the same interdisciplinary team of a big startup venture. It’s not an unfamiliar scenario.

How do they speak the same language in order to communicate, solve problems, and collaborate with momentum? What happens when their blossoming vision meets the reality of execution and market need?
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no fear

Why we fear standing out – and why we need to stop

no fear

Courtesy of Pexels

I work and speak with accomplished professionals who fear standing out with their own ideas and who fear their own influence.

In these times especially, we need intelligent, dedicated, creative people – business artists of all stripes – to name and claim their influential ideas and contribute lasting value through their businesses and the conversations they lead.

Business artists matter. They need to stand up and stand out.

If you’ve worked for organizations, companies, or groups for many years, you might have met with great accomplishment. You also likely have a degree or two or three. A training certification or two or three. Now you want to test out your own ideas. What holds you back?

I suspect you’ve learned the value of going along and of doing a good job by others’ standards. You’ve learned the rules, followed them, exceeded expectations. You’re knowledgable, personable, hard-working, even-tempered. You’re respected. You’ve blended in.

With your experience and expertise, it’s even possible that you’ve ventured out as an independent consultant or professional. Again, you’ve learned the rules, exceeded expectations, gained accomplishments. Even on your own, though, maybe you’re playing it safe. And you’re keeping your ideas to yourself. Read more


My Girls, My Tears, & Our Brand Stances


I cry more often than you might think. It usually comes from feeling someone in pain more than admitting my own. Conversations and relationships plus music, art, film, books, and, yes, commercial videos turn on the tears for me.

My crying reflects back to me what I care about, what I stand for, what drives me.

My 7-year-old girl cries often, too. One January night last year, I gave her a brief overview of Martin (Michael) Luther King, Jr.’s life. As is par for her, the death fixated her curiosity. “Now why did he die? How did he die? Why did the man shoot him? That’s ridiculous. That’s just ridiculous to hate someone because of how they look.”

And then before bed she cried because of how MLK had died.

When I’m really honest with myself these days it’s both the knowledge of suffering and the conviction for something better for our world and, frankly, for my two girls that drives me. I do want to add my small verse to a world where we grown-ups can wonder and remember what is true, real, and beautiful.

I suspect something similar privately and deeply drives you, too.

Because here’s the deal, as I see it:

One view of our world in 2017 is that we as a species are becoming more and more hostile and divided, driven to distraction and despair.

Another view is that many of us are creating change – in big and small, large and quiet ways – in how we relate to each other, driven by conviction and ideals. Read more


To Be Famous Versus To Be Seen


The Fleeting Clap

You could make a long list of celebrities who attained fame and then wished to flee from it as if fame were pursuing them instead of the other way around. Fame can be the siren’s song that lures you into thinking you need heaps of applause and accolades to feel good about your work in the world. It is the veneer reflection of good work.

Chase after applause, and you measure success and contentment by how many and how loud. When the clapping stops, you leave yourself wide open to a chasm of disappointment or worse.

Here’s an interesting thing: When you chase after applause, you’re in such a hurry to gauge other people’s surface responses that you overlook the very thing that brings you abiding joy – the challenges of honing a craft, building an endeavor, improving a skill set, learning to do something brand new, and making something that in turn changes the way people think or feel or act.

It’s tough to resist this lure of instant mini-fame. It’s especially tough in a time when programmers who make apps and social media platforms know how to tap into our base needs for instant gratification. Like, Like, Like, Like.

We don’t need fame to thrive. We don’t need millions of people throwing accolades our way for our art or business or endeavor to make an impact and to make a return.  Read more


Four Truths of a Brand Story


Courtesy Unsplash

People get confused about brands and branding. Some people think branding means pretty or sassy logos. Some people think branding means smarmy marketing. I have a different take. From my years of research, working with clients, and shaping Tracking Wonder’s own brand story, four truths have become evident.

1. Story bonds us.

After nourishment, shelter and companionship, stories are the thing we need most in the world.” – author Phillip Pullman.

Story-based brands linger in people’s hearts and build stronger communities. We spend money on stories we want to be a part of.

2. Branding is personal growth.

Shaping a brand story can accelerate self-knowledge more quickly than a year of personal growth classes.

To shape the elements of a brand story requires deeper ways of exploring and problem-solving than simple writing exercises or “doing a website.” They require mounds of self-knowledge and confidence. And they typically require perspective from trusted colleagues or mentors or advisors.

The most valuable brands and businesses – including personal brands and personality brands – are not simply self-expressive. They are self-expansive. Read more

blog, content marketing, thought leader

Lift your writing out of the blog bog (+ new book & give-away)

A lot of people these days are blog-averse. If you’ve blogged haphazardly for a while, you likely feel as if you’re getting zero return emotionally or financially on your efforts. Pretty quickly you could get stuck in a blog bog. So why bother? Well, you actually can reap numerous benefits, but only if you go […]