The story goes that Paul Revere was so influential that when he rode from town to town to warn his fellow Americans about the impending British invasion, people listened to him.
Except for this is not exactly what happened.
Paul Revere was not alone on the ride. It turns out he was accompanied by two other men. All three were stopped on their way to Concord after leaving Lexington, and held by British troops. Revere's two companions escaped. When he finally escaped, Revere has no horse and had to walk all the way to Concord.
The ride sounded better, I suppose.
In the deep dive on influence I did here and at SxSW solo last March, we looked beyond some of the artificial constructs invented for special service level agreements, code for big program spends by organizations.
My work is solely focused on helping businesses trade better promises. You don't do that by making up reality. There are other circles for that kind of fiction in Dante Alighieri's work.
I was intrigued by the relaunch of Brand Karma recently.
Many are looking at the current crisis as an opportunity to get back to real value creation. To me, value creation is about trading better promises, which in turn give strength, resilience, and edurance back to the business.
As I said last week at the keynote workshop for Social IRL, brand is one asset -- a very visible and talked about -- yet still only one among the many each business has. I define brand as the sum of promises made, promises kept and the unbounded expectations market.
Value is about closing the gap -- reducing the cognitive dissonance between what was promised and what was delivered. Which is where social media is so valuable in realigning expectations with the trade and integrating additional meaning into the trade.
[image of Paul Revere statue]