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September 2, 2008
Soul Searching Exercise
Posted by Brad Abare | Filed under: Brand & Identity
There's a lot of talk on this blog about finding your soul and discovering who you are as an organization. We're pretty passionate about it because unless you know who you are, your business and brand will continue to suffer the consequences of an ill-formed, non-existent, or dysfunctional personality.
Finding the soul of your organization is not an easy task, but it's a critical first-step in laying the foundation of your personality.
Often times, the first thing a Personality Advisor does with a client—before guiding them through their Personality Profile (21 business frames and 21 brand frames), starts with a soul searching exercise.
For those of you playing along at home, you can begin with the Building Momentum white paper to get your wheels turning. The four R's you're trying to identify are:
1. What is your ROLE?
2. Who are you in RELATIONSHIP with?
3. What is your RESPONSIBILITY to those people?
4. What is the measurable RESULT you're trying to accomplish?
These four R's break out into a simple statement that reads like this:
We are a _____________________________________ (ROLE)
Working with ________________________________ (RELATIONSHIP)
Doing _______________________________________ (RESPONSIBILITY)
Accomplishing _______________________________ (RESULT)
Bench Test
For each subsequent draft, ask these three questions:
1. Is it differentiated? (i.e. it is different from all others)
2. Is it demonstrable? (i.e. we can prove it can be done)
3. Is it sustainable? (i.e. we can make a profit and sustain the effort over a long period of time.)
If it doesn’t pass this test then rethink your answers. If it does, well done! You're on your way to knowing who you are.
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