Another link to the hughtrain

Another link to the hughtrain

I frequently receive emails at work with reports that measure the value of brands (likely to involve voodoo and pixie dust, but makes a good read). Happily my employer seems to do quite well in these listings, but every time I read them I am reminded of Hugh’s Hughtrain of 2004 and wish I could talk about it at work without sounding like an ideologue. Still, finding a sense of purpose is a fine thing:-)

Here are the first few lines from his archive:

"THE MARKET FOR SOMETHING TO BELIEVE IN IS INFINITE."

  1. We are here to find meaning. We are here to help other people do the same. Everything else is secondary.
  2. We humans want to believe in our own species. And we want people, companies and products in our lives that make it easier to do so. That is human nature.
  3. Product benefit doesn't excite us. Belief in humanity and human potential excites us.
  4. Think less about what your product does, and think more about human potential.
  5. What statement about humanity does your product make?
  6. The bigger the statement, the bigger the idea, the bigger your brand will become.