Iterate early and often? Absolutely. But each version change to your product (or products) has the potential to move you further and further from your brand’s core. Eventually your brand looks like a copy of a copy of a…well, you understand. Your messages lose resolution. Your mission lacks clarity.
How do you keep that from happening? We like to use Innovation Games(r) to solve problems, and better yet, to prevent them. In the case of the problem we’re considering today, our clients love it when we play Prune the Product Tree to work through their product roadmap or brand strategy.
Imagine the trunk of the tree is your brand. This is your core. Your heart. Your promise. The thing that supports everything else you do. It should be immutable and unchanging. As you add leaves, flowers, or fruit…make sure they fit with your trunk. If your company is a birch tree, you aren’t going to turn out any apples. Once you’ve mapped out your “where’s next?”, think about the roots of your tree. They’re all the systems and structure that keep you upright, supporting your trunk and enabling everything you do. If your root system is insufficient, the leaves and blossoms will wither…and eventually even the trunk will succumb.
This simple but powerful metaphor is one of the most useful games in our toolkit – it’s helped us help many of our clients stay true to their purpose, and it can help you, too.
Megann and Steve