Finding the brand lesson in a billboard that pissed me off.

I drive by this billboard in my town that says, “We want to be your local favorite.”

When I first saw it, I thought it was exceptionally forgettable. But the more I passed it, the more my indifference turned to irritation.

It’s not about you. Sorry (not sorry).

I talk with organizations about the importance of being focused on the profound difference they can make in a life, a community, or even the world. I call it the Big Audacious Meaning. Everything flows from this one powerful unifying idea. It is the most potent idea a brand can clarify.

The more I passed that billboard, the more I realized that it represented everything that I’ve been crusading against.

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A Big Audacious Meaning’s power lies in its outward focus on the needs and desires of those the brand hopes to serve. When a brand embraces this, it creates a magnetism that draws in everyone from the best recruits to the loyal customers. Because everyone has a fundamental desire to be part of making a difference for those around them whether it is as a team member or a customer.