There are few books that I have ever read that I have enjoyed more than this, because it is so obviously living its own values throughout every single element of the presentation.
From the beautiful simple writing to the clear, friendly design, it is a must read for anyone who wants to truly understand what branding is really about – from the masters of what branding is all about.
So what are the key learnings for me that came from reading and really thinking about what they are saying. Well, there are lots of them, but these are my top ten which made a real and lasting impression.
1. You don’t need masses of experience to start a business, but you do need an awful lot of determination and a brilliantly differentiated idea.
2. If you don’t get it right first time, it is not a failure, it is a potential lesson on the way to getting the right answer.
3. The beauty is in the detail. Its easy to do the big things right, but the differentiation comes in the small stuff that no-one else does like you.
4. Create a set of values that you really believe in and then deliver them ruthlessly at every single level of the organisation. Have fun, you spend a lot of time at work.
5. Recruit and retain brilliant people, even if they are not the same as you, but make sure you have a clear role definition for all of them.
6. Give people real responsibility to manage their own areas and then measure them on that. If they don’t measure up, help them move on.
7. Profit is not a dirty word, it allows you to continue to do more of what you do and live your values even more clearly.
8. Keep listening as you aren’t learning if you are talking. Look for inspiration everywhere, however random.
9. Keep evolving as a business as if you stand still you will slowly die.
10. Try new stuff. It may well work. If it does, do more of it.
Overall, this is a superb book that I found myself actually slowing down on whilst I was reading it so I wouldn’t finish it too quick.
Brilliant, just brilliant. You can buy your very own copy (and I urge you to do so, by clicking here.
And finally, thanks to the rather excellent ViZZZual.com for use of his image.
Oh, and when you read it, look out for my new friend Rowena who is the very smiley one on the Banana phone in the front of the book. Hello.
Johnny Lyle's new brand thinking 