PLACE THE CONSUMER AT THE CENTRE OF EVERYTHING.
Have company values.
Have fully articulated company values.
Make products, services and marketing that align with those fully articulated company values.
Hire people who believe in your fully articulated company values.
Hire people who don't look like you who believe in your fully articulated company values.
Hire people who don't look like each other who believe in your fully articulated company values.
Don't take money from those who don't believe in your values.
Don't give money to those who don't believe in your values.
REALLY place the consumer at the centre of everything.
BE READY TO CHANGE.
Know and understand where you have permission to speak.
Know and understand what you have credibility to say.
Say those things in those situations.
Don't be afraid to kill the old you.
Actively seek out ways to evolve.
Think global, act local.
Think local, act global.
Invest in the future. The way-off future. The grandchildren future.
Take a step back and ask whether you're doing the right things at least once a week.
PREPARE FOR AI.
Understand that computers have only just begun to fundamentally alter the way we work, live, buy and sell.
Use AI to protect your business from competitors. (But protect your job too.)
Use data in a way that your mother would be comfortable with you using data.
Examine defaults - default ways of working, default ways of viewing people, default ways of storytelling, default ways of connecting with your customers.
Think about journeys, not touchpoints.
Don't neglect the touchpoints.
Don't sexually harass anybody.
DON'T TALK TO PEOPLE OR FOR PEOPLE. TALK WITH PEOPLE. INVITE THEM TO BE PART OF THE PROCESS.
Don't bottle up your emotions.
Don't forget to have emotions. Even at work.
Don't bottle up your brand's emotions either.
Represent real people in your work. Represent them fairly. Represent them in 3D, even if you're advertising in 2D.
Be confident, but considerate.
Think about how Amazon could destroy your business and prepare for that eventuality.
Think about how three MIT grads could destroy your business and prepare for that eventuality.
Make it so those MIT grads want to work at your company.
Remember that you get bored of your own work before others.
PERSONALISE YOUR COMMUNICATIONS.
Find a real problem, then find a real solution. Make that solution happen.
Don't over complicate things.
Talk to your customers the way they talk to each other. But only when they say it's alright.
Make sure you're forging positive connections with consumers. Are you interrupting? Making their experience worse? Be conscientious about where your brand shows up.
Always wear sunscreen.
Reflect your internal culture outwards.
Personalise your products.
Personalise your services.
Weaponise your audience. Give people ways to talk about your brand - information, stickers, GIFs, channels and more.
FIGURE OUT WHAT THE FUCK THE BLOCKCHAIN IS.
Think of every sale as a contract that lasts as long as your product or service.
Make it easier for people to connect with your brand.
Make it easier for people to pay you.
Identify every point of friction in any interaction someone has with your brand and see if there's a way to eliminate it.
Tell your customers where the money is going.
Put provenance in the spotlight.
ALIGN WITH CUSTOMER BEHAVIOURS.
Eat your vegetables. Read your customer reviews. Use your competitors' products. Do you know where you're falling short? Put that at the top of your list.
Be useful, relevant and entertaining.
Be ready in case of crisis. Are you prepared if Nazis claim your brand as their favourite?
Ask difficult questions. Ridiculous questions. Ask questions until people are sick of you asking questions.
Empower other people to ask questions.
Be a punk.
Blow up the bridges.
Prototype and iterate.
Learn from your mistakes.
SCRUTINISE YOUR INTERNAL PROCESSES.
Scrutinise your supply chain.
Scrutinise your ingredients list.
Clean up the above three, or pay the price.
Try not to make people hate you.
Stick your head out of the marketing bubble.
Use your brand to unite people.
Think about what humans do well, and position them to do those things.
Think about what automation does well, and position it to do those things.
Remember that humans & AI working together is more powerful than either alone.