Be the Change Master

Not the Change Victim!

Author

Ingrid renders
August 26, 2024

Hello my friends!

This week, I may have met the biggest fan of this newsletter, and I’ll do my best to match his positive energy. You know who you are—thank you for making my week! ✨

Client ➡️ Photoshoot in my garden

For those of us in the marketing and advertising world, you know how it goes: “Swimwear” shoots in winter, Christmas shoots in summer—it’s all part of the job. 😅 I was honored to host CÎME skincare in my garden. So yes, dear accountant, I did buy an outdoor rug for the business. Perks of the job.

Leadership ➡️ The Imagination Quotient

Lately, I’ve been asked more and more to act as a sounding board for CEOs. Apparently, I have a talent for it. 🤷‍♀️ I’m a really good listener, but more importantly, I seem to have the ability to distill clear takeaways from our conversations. People reveal a lot when you know how to read between the lines. That’s why talking things through is so valuable!

You know or you don’t know: being a CEO or team leader is a lonely job. You carry immense responsibility, not just for the success of the business but also for the well-being of your team. But what about your own mental health? Who do you talk to? And where exactly is the ‘problem’ you’re facing? Is it about personal resilience? Is it difficulty in understanding what’s happening within your team? Or is your product or service not aligning with what customers want? Or maybe, just maybe, your leadership talent is a bit lacking (whoops, who’s going to tell you that?)

I’ve learned that identifying the problem is often the first step, but it’s tough when you’re only talking to yourself. Once you’ve clearly pinpointed the pain point, you can start developing action plans. And for that, it’s helpful to have external support and perspective. So, consider me your professional friend?

Or …. perhaps, your professional curiosity guide. Here’s something else I’ve discovered: surprisingly few companies take the time to look outward. Some might keep an eye on what the competition is doing, but oddly enough, trends and shifts in the broader world often go unnoticed! The intensity of day-to-day work and problem-solving means that long-term vision often takes a back seat. We’re too often like old oak trees planted in flower pots. (Yes, this is a metaphor I’ve spent a lot of time thinking about :-) )—stuck with assumptions and outdated ideas.

My advice: be the ‘change master,’ not the ‘change victim.’ In today’s world, traditional knowledge isn’t enough. Think of IQ as your Imagination Quotient, and don’t just focus on ‘classic’ intelligence. The world just needs more inspiration and imagination. And also, you are not alone. (Or you can choose not to be.) That’s what I hope I am giving you with this newsletter.

BrandLove ➡️ Avoid rebranding at all costs (or not?)

A full rebranding, arrghh, it makes people scared like they want to run away. True, it can be costly and disruptive, which is why I usually advise brands not to jump blindly into this black hole. Instead, I recommend focusing on their product narrative and emotional value, as I’ve discussed in a previous newsletter.

But sometimes, it’s necessary.

If your identity and positioning don’t align with your future direction, pivot fast and pivot early. Take the Australian brand "Stuff," for example—their shift to "Stuff That Matters" is significant (and inspiring!)

Read this article that goes deep dive into the case of this rebranding, and remember (I can’t repeat this enough!) : why you can’t be everything to everyone!
Here are 3 reasons I believe this rebrand will be effective:

1️⃣ The brand feels more like itself
“Stuff” does a lot of great things for youth mental health. But if you just saw the old brand design, you’d think it’s just another brand trying to convince men to buy skincare products. By incorporating their mission into their name and logo, the concept of their deeper purpose connects automatically.

2️⃣ Better shelf impact
Black packaging can easily become almost invisible on the shelf. It blends into the dark shelf environment and can be easily missed by shoppers, costing startup brands valuable attention (and sales). Getting noticed is the first step to getting selected!

3️⃣ Prioritsation of messaging
There’s a clearer hierarchy in the new design. The messaging around the product’s function is more relevant.

Industry Events ➡️ Where Do We Meet?

Summer is almost over, and you know what that means: Event Season! I've spent this week filling up my calendar with some exciting events. I love networking—though I'm not a fan of the word itself. But as someone who's naturally curious, I enjoy meeting new people. (And for those who know me well, you also know how much I love heading back home afterward! Haha!)

Here’s Where I’ll Be! Some of these events are already sold out or private, but nevertheless I’m excited to share and hope to see you there?

If there’s an event you think I should add to my list or one you’d like to share with the world, please drop me an email!

Brandlove ➡️ Hacking since 1184 B.C.

Thanks to Geraldine Cols for this picture! Looks like Greece is stepping up as a tech hub. This ad was spotted at the airport, and now it’s made it into this newsletter. So, mission accomplished, Greece—you have our attention.

About the ad: Greece isn’t just showcasing its stunning landscapes anymore. They're highlighting a lesser-known side of the country—the tech side. With a strong talent pool, strategic location, and a growing tech ecosystem, they’re making a rational case for why they’re a competitive choice.

But you know me, I'm all about the emotional narrative. And they’ve absolutely nailed it. Greece leans on its rich cultural heritage, showing pride in a long history of innovation that’s still alive today. Their slogan—‘Hacking since 1184 B.C.’ with the Trojan Horse—is pure genius. 💛 Respect. This message doesn’t just attract investors and tech talent; it also boosts national pride and puts Greece on the global map. 👏👏
If you want to read more, look into their website innovationnation.gr.

To Read ➡️ KPIs that do work

Wiejah! I’ve found something really interesting again this week! The book KPI’s die wél werken (only available in Dutch) is an absolute must-read because it’s funny and true. WHahaha. A book about KPIs that uses real-life examples to show how not to do it? It reads like a bad sketch from Het Eiland. Seriously, if you work in the corporate world, you have to read this. It’s hilarious.

The only downside? This isn’t fiction 🫣 —it’s everyday reality, and that’s exactly why some companies struggle. Because, yes, companies looooove KPIs, but let’s not forget that KPIs should serve a purpose, not be the purpose; they should be a tool to help achieve the bigger goals.

If I’m still reading this next week, I promise to share a snippet with you!

Meanwhile, au revoir my friends.
See you next week,

X Ingrid