tomatolounge

Creativity itself is an enigma. What triggers thinking that’s “outside the box”? In the workplace, one often uses brainstorming: a free-form activity where lots of ideas are generated in order to come up with a unique concept or solution.

Memory plays a significant role in creative inspiration. People, places, sights and sounds all come into play.

In New York, one of the most inspiring nature displays is found at the New York Botanical Gardens. This 250-acre paradise features more than 1,000,000 plants, including 30,000 magnificent trees, thousands of them over a century old. Best of all, the Gardens are only a 20-minute train trip from Grand Central on the Metro North railroad.

The variety, uniqueness and spectacular colors of some of this vegetation are especially inspiring. One can marvel at 25-inch water lilies, gaze deeply into a reflecting pool, gasp at a fantastical Weeping European Beech tree or just enjoy the fun of Munchy, the 30-foot caterpillar.

Since it’s open all year, pay a visit and take pictures. Be inspired.

Munchy, the 30-foot caterpillar, a whimsical, giant topiary

Weeping European Beech Tree

“My garden has given me a philosophy about life that translates into everything I do.”

Oscar de la Renta, Financial Times, Sept. 18, 2011

The late Steve Jobs has often been described as rude, arrogant, prickly and, as a boss, very difficult to please. One of his main personality quirks was that he simply would not take “no” for an answer. When told that something could not be done, he would simply say, “Yes, it can”. And, he would persist with this mindset through endless revisions of an idea or product until, at last it was perfect.

The career and influence of Jobs on the world is explored in-depth in a new book entitled, Steve Jobs by Walter Isaacson and published by Simon & Schuster. The research that went into this book is mind-boggling. Over a period of two years, the author interviewed Jobs 40 times and conducted more than 100 interviews with his friends, relatives, competitors, adversaries and colleagues.

The result is a 627-page tome that looks formidable, but reads beautifully. In fact, because of Isaacson’s clarity of thought and elegant writing, it could easily be called “a page-turner” in the best sense of the word. The following is a very brief synopsis of this work.

Overview Here is one of the best ways to think of Jobs. His passion for perfection and ferocious drive revolutionized six industries: personal computers, animated movies, music, phones, tablet computing and digital publishing. One might even add a seventh, retail stores, which Jobs did not quite revolutionize, but did reimagine.

The Beginning When Jobs was in the fourth grade he began acting up in class. A smart, insightful teacher, Mrs. Hill, decided that her disruptive student was bored out of his mind, so she arranged to have him tested. “I scored at the high school sophomore level”, Jobs says. The school proposed that he skip two grades. His parents decided, more sensibly, to have him skip one grade.

After high school, he attended Reed College in Portland, Oregon, dropped out and went on a seven-month journey through India “to find his guru”.

Making History As the world knows, he teamed with Stephen Wozniak where both worked in a garage to create their dream. A milestone for the personal computer occurred on Sunday, June 29, 1975. As Wozniak says, “I typed a few keys on the keyboard and I was shocked! The letters were displayed on the screen. It was the first time in history that anyone had typed a character on a keyboard and seen it show up on their own computer’s screen right in front of them.”

Naming Their Creation Seeking a name, Jobs proposed “Apple Computer”. According to Jobs, “it sounded fun, spirited and not intimidating. Apple took the edge off the word computer. Plus, it would get us ahead of Atari in the phone book”. (In 2010 one of the original Apple I computers was sold at auction by Christie’s for $213,000.)

When Jobs and Wozniak turned their fledgling partnership into the Apple Computer Co. in January 1977, they valued it a $5,309. Less than four years later they decided it was time to take it public.

It would become the most oversubscribed initial public offering (IPO) since that of Ford Motors in 1956.

By the end of December, 1980, Apple would be valued at $1.79 billion. Yes, billion. In the process, it would make three hundred people millionaires.

All of the above is just a taste of the extraordinary facts and figures that appear in the first half of this book. For more information about NeXT, Pixar, iPhones, iPads, iTunes and Apple stores, please pick up a copy of this book. You’ll be inspired.

Over the years, there have been many definitions of “achievement”–here is one of the best.

“High achievement, in all save a few odd lines, regularly flows from much contriving, wide observation, cautious experiments, many social connections, close study and a surprising mileage of travel–even though the travel is confined to the floor of a laboratory or between office and court room.

Almost never is it a matter of doing something very well just once. It rests upon ‘batting average’.

The three determiners of achievement are: (a) high endeavor, (b) great difficulties to be surmounted, and, (c) finally success”.

One of the best examples of this description is seen in the documentary entitled, “Valentino: The Last Emperor” which describes the long-term effort and determination that went into the spectacular career of the Italian couturier, Valentino. The ending is a climatic tribute to the designer’s 45 years in fashion and his retirement.

Postscript: a disclaimer at the end of the documentary notes that Valentino’s replacement last just two seasons.

Who are you? Who who, who who?

How do you transform the image of an organic cosmetics distribution chain when it’s a tightly-run family business with a strong grip on the brand?

When we approached Aphibio, they’d just “birthed” a promising franchise of organics shops to be deployed in France on a national scale. They created the Aphibio brand and boutique display guidelines in their garden back shed, and were looking for ideas to improve and promote their corporate image, both graphically and strategically.

Would we manage to offer the Aphibio clan enough perspective for them to let go of preconceived brand beliefs so inherent to family-owned businesses?

Logo – Before

“Nature” evoked by a circle of “trust and abundance”, embracing the main brand feature “Bio” (Organic) in a festival of rotund fonts and symbols. Lacking in transparency, the brand name is camouflaged by the symbol. The unfinished circular symbol is unclean at best, and its color gradient a tribute earmark to the 1980’s. Not an easily replicable logo overall.

Logo – STC’s Version

A lean and clean circular symbol rid of its gradient kitsch that sheds light on the brand name and offers instant visibility. Transparency is a core value of the brand and ethical engagement. Angular fonts contrast with the round symbol, nicely balancing feminine / masculine and emotional / rational characteristics that can appeal to well-being or scientifically-minded audiences.

Color Palette – Before and STC’s Version

Austere black and purple hues are dethroned by shades of green, white and grey to soften the palette and convey an earthy, sophisticated feel. Touches of gold are minimized to avoid restrictive associations with luxury, elitist concepts.

Tagline – Before

“A Chic Look 100% Organic”:  tricky in an era where green-washing is so quickly stigmatized. While the 100% organic promise is true for product lines marketed through Aphibio, it isn’t in synch with European cosmetics eco-label standards. The “Chic Look” duet is elitist, superficial and fashion-inclined, openly betraying the profound, durable, and well-being qualities Aphibio advocates.

Tagline – STC’s Version

Aphibio’s brand saga needed to be written and explicit to position it within the organic ecosystem. “Latitude Verte” conveys just that: a play on words between Green ‘Attitude’ and ‘Latitude’, it suggests the geographical coordinates of Aphibio’s ethical engagement as an organic produce distributor on the Organic sector matrix. The Green Attitude also speaks to consumers, who once they go Organic, seldom go back to mainstream produce. The tagline offers room for expansion if/when Aphibio extends its business endeavors beyond strict cosmetics and fragrances.

Collateral Materials – Before
Need we say more?

Collateral Materials – STC’s Version

To create a genuine brand universe, Aphibio yearned for homogeneous visual guidelines and imagery in line with the brand promise: earthy hues and natural landscapes inviting the imagination to enter a world of warmth, wellbeing and comfort. An enticing and refreshing visual identity evoking nature’s simple yet bountiful treasures, easily replicable on print and interactive materials.

Environmental Branding – Before
With no environmental brand guidelines to speak of, store decoration varied from one franchise to the next. Common to all was the “manicure parlor” feel you’d experience when entering the premises, further reinforced by impersonal, rudimentary modular furnishings.

Environmental Branding – STC’s Version
Natural textures, soft colors, noble woods, clays and stones meld harmoniously to convey a cocoon store environment. Select materials, minerals and plants demarcate the luminous atmosphere of the merchandising area from the secluded privacy of the spa alcove.

Strategy & Campaign – STC’s Proposal
True to “Latitude Verte”, a messaging matrix was crafted to address customers, mainstream audiences, target prospects, suppliers, franchisees, partners and the media, respectively.

“L’Horizon Bio” (“Organic Horizon”) would be Aphibio’s proprietary quality standard, a thought and industry leadership initiative;

“Les Aphiliées” (“The Aphiliated”), a brand name extension for close Aphibio followers, would encourage customer loyalty as part of a community nurturing program called “L’Intégrale Aphibio” (“The Aphibio Quintessence”);

“Le Bioty Bag”, a pouch offered to privileged clients, would contain a private members card and dedicated “BioPasseport” with an array of personalized cosmetics tips and product samples.

“La Liée” (pun “The Linked and/or Ally”) would become Aphibio’s tie to charitable organizations as a gage of the brand’s corporate sustainability endeavors.

I never met Steve Jobs, but he has been a part of my professional life for 20 years.
Here’s what I’ve learned from him:

1. Simplicity will always prevail in technology.

2. Be proud of your own work. The more consistent you are, the more you will convince the undecided.

3. Don’t listen to the nay-sayers. Be optimistic about what can be done.

4. Technology (and business) can be beautiful. It’s how you tell the story.

5. Deliver a better solution than what your client expects to see.

6. If its not out there, create a market for it.

7. Work with the best or seek the best talents you possibly can find.

8. Under promise, over deliver.

9. The best project is always the next one. Don’t live in the past.

10. Less is more. The less text in your powerpoint, the more memorable your presentation will be.

11. Good is in the details. Thats what makes the difference between good work and great work.

12. Being first doesn’t mean you are the best. Learn from other’s mistakes.

13. Carry your brand consistently on every platform. Architects should work with branding firms when designing corporate offices.

14. Don’t take yourself too seriously, it’s the beginning of boredom.

15. Fail harder. The more you fail, the more you will increase your chance to succeed

16.Think big. When there is a will there is a way

17. Be yourself always. Black turtleneck, jeans and reeboks aren’t stylish, but its better than wearing a suit if you can’t carry it or stilettos if you don’t know how to walk in them.

18. Put yourself in the customer’s shoes. Listen, listen, listen to what people demand don’t give them what they don’t want.

19. Don’t settle if you have a doubt. Follow your gut instincts.

20. Oh and one more thing…Don’t give everything away at once. keep your client captivated by what you can do.

That little Mac II we used on STC’s first day is still with us and follows us wherever we go. You closed the circle and joined the crazy ones you once depicted in your commercials I believe you secretly saw yourself amongst them. Thank you for lifting our spirits when we were down. Thank you for making us feel sexy when using a phone. And thank you for empowering us to do better work with the click of a mouse. Your legacy will live on.