The Pirate Inside
Building a Challenger Brand Culture Within Yourself and Your Organization
Chapter One
Introduction: Necessary
Pirates
'It's more fun to be a Pirate than to join the Navy.'
Steve Jobs
Enough. I have had enough.
I have had enough of corporate rules. Of enforced mediocrity.
Of doing it this way or that way, because this way or that way is
the way we always do it round here. I have had enough of being a
prisoner of my category's history. Of being handcuffed by my company's
culture. Of being hamstrung by benchmarks and processes and so-called
'best practices' into becoming just another kind of establishment
brand.
I read the most depressing article in the Harvard Business Review this
morning. Apparently some study looked at 340 prime time commercials
and found that there was a differentiating message in only 7% of them:
7%. Is my brand really any different? Really? My God, what am I doing in
this job? And why do I feel that much of the time my company's culture
is dampening, rather than igniting my ability to change those statistics?
So I want out. Well, kind of out. I want to take the brand out and see
wh ... read full excerpt from The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization ebook
