Not a single syllable wasted as he examined "the timbre of the laugh, the shape of it, the length of it – there's so much information in a laugh. A lot of times, you could play me just the laughs from my set and I could tell you, from the laugh, what the joke was. Because they match."
Here's how to create distinctive memories:
You draw it.
Distinctiveness - that's one of the things that's known to help memory. We tend to remember the ones who don't quite fit in. The outliers, the oddballs and as the iconic Apple ad so resonates with "the round pegs in the square holes, the ones who see things differently."
In a study led by psychologist Jeffrey D. Wammes who ran seven different trials, from listing simple words, describing characteristics to visualising objects and writing the word as elaboratively and as decoratively as possible, here's the ONE memory trick that science says works:
Drawing the object beat every other option, including writing - every single time.
Participants often recalled more than twice as many drawn words. Wammes and his group conclude that drawing encourages "a seamless integration of semantic, visual and motor aspects of a memory trace," in their paper.
Drawing from experience, however, we believe the very act (of drawing) actually gets people into a mindset to receive the experience. We get much better at seeing details linked to the act.
In fact, "drawing a vision of what you are all about" is also called AN IDENTITY, or often referred as A LOGO.
In business - there’s a very clear distinction between what’s hype or something that really works.
Design means how something works, not just how it looks. And if the design doesn’t work, no amount of marketing or style can hide the evidence.
A well-designed vehicle is engineered by the way it works, not by doing a sketch and thinking, “it would be really nice if it looked like this.”
And if you want the best equipment to point to the right direction. It must be built precisely with the kind of elements that moves you.
Each of them work individually but come together to create trust, connection, and passion. This is what creates a community of belonging - your real destination.
Best of all, people like the feeling of being part of a collective experience, even if they don’t realise it.
This sense of belonging is what successful vehicles are made of. It's always been about the one that moves you.
What's on your menu?
Every company has a culture. And one that has its own unique taste.
One that is not quite the same, each in its own shape and colour, neatly packaged and tastefully delivered.
It doesn't matter if you are the new kid around the block or an aspiring eatery with eclectic taste, you are aiming for that Michelin star, or at least, you'd want to be 'cooking' it right.
Whether your guests hail from the Americas to Asia, be they Iranians or Belgians - you want their minds blown. You'd want to be making it so irresistibly good.
If you got the price right and served the way people like it, you'd be making their lives taste better. They could be 'dining' on your product or service for years to come.
You would want to keep things fresh. You would trawl the markets for the most seasonal. You would not stop dreaming up new flavours, test new taste buds. You would continue to roll out your gourmet best - in just as many ways, as possible.
That’s what the best chefs have always done. Because they know, their customers will always ask, "What's cooking next?"
You would want them to keep coming back for seconds or thirds and if you're very, very lucky, they might just bring their entire clan.
You'd be a household name.
Dine in - it can be quite an experience.
If we knew who we are, we would stand up.
We would have guts and speak from our bellies.
We would specialise in the ordinary - for the world is made for the ordinary.
We would stock up the details that make up the bill.
We might discover a different kind of advertising.
We could all win.
And why not together.
When you write a book, you need to have more than an interesting story. You need a strong desire to tell the story. And that analogy is almost parallel to creating meaningful yet desirable brands.
There is never a typical route when one is looking for ideas. You can look at things that one often takes for granted or pulling information in a way that is both intelligent and accessible.
But looking at things in an entirely new way requires a new pair of lens - one that is constantly tested and changed. Be daring, for we are challenged.
People sometimes act as if you go to the epicentre of Cool, the idea comes unchanged from one direct channel and spreads everywhere. It almost never happens that way. The earliest adopters takes an idea and uses it in a form that the rest of us would never use, because we’re not interested in the extreme embodiment of some new idea. We’re more interested in something that fits our lives.
Culture is vested in our lifestyle - be it the environment, services or things. They have to be worthwhile, essential and almost maverick in an every day sort of way. They should not just reflect in the way our culture likes to think about itself, but awake the dreams of a next generation.
We are all made for meaning - one that has purpose and fulfilment. And by realising that life is not linear, that you can always go back, change and set new standards. And when we start to think differently, we start to see different options and possibilities. And brands are just expressions of that philosophy.
Welcome to the economy of Ideas.
Change is in the air. Can you smell it?
Disruption is very big business. The keywords are ‘highly ambitious” and “stunningly practical”.
Airbnb will probably be the next Virgin.
It’s just a conservative guess.
All we have to do is look what happened to the old, traditional industries.
At the height of its power, Kodak employed more than 140,000 people and had a market value $28 billion.
An Instagram later, life was never the same again.
Sometimes, it's easy to underestimate just how much research pays.
But we live at an age where highly successful companies can easily derail when they are a tad too slow.
Generally - the more you find out, the stronger you stand.
Why? Because positioning is a bit like staking your land.
And it is your difference that's at stake:
1. Difference helps people make a choice between close alternatives.
2. Difference makes people feel more satisfied with their choice.
3. And most importantly, difference justifies paying a price premium.
This means we can never cease to make a difference - not for us, not for anybody else.
"The empires of the future will be empires of the mind."- Winston Churchill