Using Discomfort To Better Define Your Brand
In a world where innovation and creativity are the lifeblood of success, pushing our boundaries and embracing discomfort can be the key to unlocking our true potential. I'm gearing up for the Mirren CEO conference next week, and I’m excited at the prospect of delving into the minds of creative industry giants, uncovering their struggles, and celebrating their successes. The discomfort of realizing what I’m not doing pushes me to explore new avenues, and that discomfort is something I've always encouraged.
The Value of Discomfort
The phrase "it makes me uncomfortable" is something I teach my children. I believe that if something makes you uncomfortable, you should lean into it. But as we grow older, we tend to shy away from discomfort, seeking the path of least resistance. However, what happens when we avoid discomfort?
The results are right in front of us every day – the bland and forgettable brand messages that inundate our lives. We live in a culture of "easy," where brands often lack a clear position, a distinct voice that stands out.
When defining a brand position, challenge is at the very core of the process. Did they grapple with it, argue with it, collaborate with others, or scream in frustration at it? The reality is that in many cases, these challenges are overlooked, resulting in uninspiring and generic brand messages. This lack of intentional tension can lead to mediocrity and conformity.
Embracing Critical Input
I've come to understand that I thrive on critical input from those around me. To create the best possible outcomes, I've adopted a simple but powerful question: Can you create touchpoints of intentional tension in your culture to elevate an idea, a strategy, or, most importantly, your own thinking and growth?The answer lies in the deliberate cultivation of discomfort and tension.
The Accordion Framework
One framework I've used over years of facilitating workshops and leading my own projects is what I call the "Accordion" (see graphic). It's a process of expansion and contraction, where you stretch your creative muscles to their limits.
Set Up
Partner with individuals who think differently and can offer fresh perspectives. Seek out critical thinkers who challenge your ideas rather than validate them.
Go Away
Dedicate time to focus, creating an environment for intense thinking. Set stringent timelines that force accountability. The tighter the deadline, the more results driven you become. Remember, anything can be completed in a day with the right focus.
Come Back
Present your ideas to your partners. Speaking your thoughts aloud forces you to clarify them. It's in this dialogue that you receive valuable feedback, and your ideas evolve.
Repeat as Needed
This process is cyclical. Force yourself to go through it repeatedly until you achieve the desired outcome. Strive for a thought that is unique or a strategic position that truly scares people.
Key Ingredients for Success
There are three essential components to this recipe for creative success:
1. Critical thinking.
2. Focus and accountability.
3. Clarity of communication.
The more disciplined you are in creating intentional tension throughout the process, the better the results you'll achieve. In this journey, you'll not only grow as an innovative thinker but also elevate the thinking of those around you.
Cultivating Tension in Organizational Culture
As builders of cultures in our organizations, we must ask ourselves a crucial question: where can we implement intentional tension to elevate thinking and foster personal growth for ourselves and those we lead? The power of discomfort lies in its potential to shape and elevate us, and it's a force we should harness in our pursuit of excellence.