Table of Contents, How To Innovate and Win Business Resources Page Previous Section, How To Innovate and Win Business Next Section, How To Innovate and Win Business

Westside Toastmasters is located in Los Angeles and Santa Monica, California

A Coat Of Arms

I ask people I'm interviewing to draw a shield on a piece of paper-a typical knight's shield, with a swoopy top and a heart-shaped bottom. I then ask them to divide it into four quadrants and draw something in each one of them, just like a coat of arms for a royal family.

Click To expand

They draw things that represent the qualities they think a particular brand has-anything that would symbolize those qualities. Imagine the difference between a coat of arms for Old Spice, say, and one for Secret. Or between a coat of arms for Black & Decker and one for Sears. The nonlinear, emotional connections that people have with a particular brand often emerge on a coat of arms.

You can do this to imagine the qualities or activities of your ideal day versus your real days. The dis-coherencies are where the untapped energy lies.


Table of Contents, How To Innovate and Win Business Resources Page Previous Section, How To Innovate and Win Business Next Section, How To Innovate and Win Business