I forget sometimes.
That we all care about different things.
And I shouldn’t.
Wrong.
In one part of my life.
I care about how simply, consistently, clearly and compellingly that brands communicate.
And I care about whether all of that simplicity, consistency, clarity and desirability is executed in distinct and ownable ways.
From time to time I bump into marketers that care instead about how broadly known a business is.
They ignore the brand bit.
Caring much more about awareness.
Channels of communication, amplification, audience appropriateness and size.
They’re not wrong to care about what they care about.
But I am wrong to think they are.
(And sometimes.
I do).
Warm Velociraptors.
In another part of my life.
I care about prioritising how I work.
I care about how.
First thing in the morning.
How quickly and well I can start tasks.
Do tasks.
Complete tasks.
Yet some people in my life care about very different things.
They slow me down.
They distract me.
They mess up how quickly and well I can start tasks.
Do tasks.
And complete tasks.
Because instead of them caring about what I care about.
They care most about how warm their velociraptor is.
So instead of optimising workflow.
I find myself folding blankets.
Plumping cushions.
And I find myself tucking-in a small velociraptor that my young daughter earlier ‘shushed’ me around.
Because I apparently said ‘good morning’ to her.
(And it).
Far too loudly.
And instead of optimising and executing a finely-tuned to-do list when at the peak of my daily productivity.
I find myself comforting and caring for that which, in that moment, is most important to she that is most important to me.
Care.
They’re not wrong to care about what they care about.
But I am wrong to think they are.
(And sometimes.
I do).
Because I forget sometimes.
That we all care about different things.
And I shouldn’t.
