A Better Everyday Life
plus Transforming Futures, Control Your Story and The World Beyond Consumerism
1. A Better Everyday Life For The Many People
Following last week's newsletter, I have been struck by the reaction to the risk of AI. While concerns are valid, I remain resolute in my conviction that our humanity and innate ability to create and invent will open new pathways we could never have imagined.
It made me remember a line from a wonderful book I read in 2011 called The Testament of A Furniture Dealer:
Most things still remain to be done. A glorious future!
Let me contextualize.
In 2011, just after I arrived in New York to work for McCann, my new boss, the brilliant and enigmatic Linus Karlsson, constructed a small team to pitch IKEA. Five of us embarked on numerous trips to Helsingborg and, latterly, Älmhult, and ultimately won the assignment to reinvent the iconic IKEA Catalog. While our solution centered around an augmented reality application, everything we did was grounded in the foundations of the brand. Those foundations were defined in the genius democratic declaration from founder Ingvar Kamprad in his 1970s 'The Testament of a Furniture Dealer.'
Over many hours, I immersed myself in this short Mao-meets-Martin Luther manifesto packed with inspirational observations and universal human wisdom.
"Happiness is not reaching your goal. Happiness is being on the way."
"The general who divides his resources will invariably be defeated."
"Part of creating a better everyday life for the many consists of breaking free from status and convention - becoming freer as human beings."
‘Expensive solutions to any kind of problem are usually the work of mediocrity’
I could fill five newsletters with his wisdom, but instead, I urge you to read it.
Suggested Action: Read (scroll down), reflect, and apply the lessons where you can in your life and work.
2. Transforming Forward
This week's guest is the CEO of Logitech, the highly engaging Bracken Darrell.
In this short episode, Bracken, a distinguished industry leader, difference maker, and captivating storyteller, offers his insights on life, leadership, learning, the significance of design thinking, Logitech's commitment to sustainability, maintaining agility, and cultivating values of hunger and humility.
Hailing from Owensboro, Kentucky, Bracken pursued English in Arkansas and later graduated with a degree in Accountancy in Texas. He started his career as a public accountant at Arthur Andersen, then earned his MBA at Harvard, which propelled him into brand management at P&G. Eventually, Bracken transitioned to General Management at GE, paving the way for his appointment as Logitech's CEO in 2012.
While his career may appear impeccably linear on paper, Bracken has navigated and triumphed over imposter syndrome. He has been intentional with his goals, learned from mistakes, acknowledged successes, and remained humble and focused on the journey ahead—all the hallmarks of engineering serendipity.
Under Bracken's leadership, Logitech has seen remarkable growth. After a decade at the helm, driving innovation, digital transformation, and nurturing a design-led culture, Bracken is now dedicated to "transforming forward" and amplifying Logitech's impact beyond mere profit, ultimately benefiting both people and the planet.
Suggested Action: Watch and take away one action you can implement in your life, work, or with teams (please share if you do).
3. Linkedin Resources
For those of you who consider LinkedIn your social platform of choice, it can be overwhelming to try and keep up with the changes, tips, tricks, and tools that enable you to elevate your voice and grow your network.
My guest last week, Nima Mirpourian, helps his clients elevate their social presence, build their personal brands and tell their stories. He shared his resources area of this site, where he defines different phases of building an audience, from the crawl phase to standing, running, and leaping. Check it out here:
Suggested Action: Follow Nima’s beginner guide recommendations or contact him for advice.
4. The Citizen Story
Over many years working for global ad agencies, I was part of a system that referred to people as target audiences or consumers. Developing creative briefs that would provide neatly packaged insights into their wants, desires, or unmet needs, wrapped up in brand promise and single-minded proposition of how the brand could wow them and woo them to the point of purchase and the happiness that lay beyond. Dopamine hit delivered needs satiated, and the whole treadmill began again. Ten years ago, I left that system behind.
Don’t get me wrong, I love (certain) brands, and I am still a sucker for great advertising, but the system is broken. And over the last ten years, it has become apparent that our whole system, including government and governance, is failing.
What has bothered me for years is that I could not fathom a viable alternative; until I read the book Citizens; Why the Key to Fixing Everything is All of Us written by fellow ex-ad man Jon Alexander.
Jon brilliantly, using his well-honed strategy skills, establishes the case for a new Citizen-led paradigm that contrasts the old ‘subject’ and our current ‘consumer’ paradigm’ and provides inspiring examples of how it’s in play today.
Jon makes the case that to flourish and prosper; we must perceive ourselves as active citizens – individuals who proactively shape the world around them, foster meaningful relationships within their communities and institutions, envision a superior and enhanced life, demonstrate concern and accountability, and generate opportunities for others to follow suit. Importantly, our institutional leaders must also recognize people as citizens and interact with them accordingly.
Only by adopting the citizen-focused future can we confront the multitude of challenges we face: financial instability, environmental crises, public health risks, political division, and more. We will be capable of constructing a future. We will be able to share a future – collectively.
Suggested Action: Read the book and become a Citizen.
I love the idea of citizen-led initiatives. This chimes with what Phil Adams was saying in his episode. I’ll definitely buy the IKEA book.