THE PIRATE INSIDE
The one-sentence summary:
To make corporations change effectively, the people who work in them have to behave differently, or be told how to do so.
WHAT THE BOOK SAYS
- Powerful brands are built by people, not by proprietary methodologies.
- The real issue is not the strategy, but how we need to behave when an organisation’s systems seem more geared to slowing and diluting, than spurring and galvanizing.
- To achieve this you need to be a Constructive Pirate. This is not the same as anarchy where there are ‘no rules’, but it requires a different set of rules.
- It shows how to write your own “Articles” in your organization.
- Even in big organisations, you need challenger sub-cultures.
- It explains nine ways of behaving that stimulate challenger brand cultures:
- Outlooking: looking for different kinds of insights by:
Emotional Insertion – Putting a new kind of emotion into the category
Overlay – Overlaying the rules of a different category onto your own
Brand Neighbourhoods – Radically re-framing your competitive set
Grip – Finding a place for the brand to gain traction in contempory culture
- Pushing – Pushing ideas well beyond the norm
- Projecting – Being consistent across far more media than the usual
- Wrapping – Communicating less conventionally with customers
- Denting – Respecting colleagues whilst making a real difference
- Binding – Having a contract that ensures everyone comes with the idea
- Leaning – Pushing harder for sustained commitment
- Refusing – Having the passion to say no
- Taking It Personally – A different professionalism that transcends corporate man
ELEMENTS OF THE BOOK I PARTICULARLY LIKE
The Three Buckets is a good exercise whereby clients have to categorise all their existing projects into Brilliant Basics, Compelling Differences and Changing the Game – usually with poignant results (see Three Buckets tool)