Well it’s time for a new brand! I’ll be testing out a new domain: www.Clarity.Zone

Yes, you’re reading it correctly. The 21st Century is moving beyond the limited Internet of .com & .net. Just type Clarity.Zone into your browser.

History:

Way back in 2002, I had the name “Inherent Excellence” pop into my consciousness. It was inspired by my deep personal transformation and the realization that much of our experience of life if CAUSED by our inner world. Happiness and success are an inside job rather than the outside-in marketing we’re fed on a daily basis. Unfortunately, I soon realized that American’s are losing their ability to spell in the 21st Century. Chalk it up to… shrt txt msgs OMG LOL!

Why “Clarity Zone”?

I hear so often that people want more “clarity”. Often, I’m told by clients and friends that our short talk had them gain a lot of “clarity” about:

• what’s really been holding them back for so long
• their next important decision
• what’s really important to them and how simple it’s going to be to create it

So, here’s to the start of something grand! I’m looking forward to your feedback on this new metaphor of the Clarity Zone. Tell me what that means to you.

You see, to make your company or organization connect with people, you must define your top three values (and live by them). Values are what help us make decisions. “Values” are the key words that reflect what is MOST important to everyone in your organization and important to your clients or network.   Three is an incredibly important number to the subconscious mind, it’s like a tripod, strong and anchored. This is why we often see three used in spiritual or religious text. Examples like “the three wise men” or the three challenges both Buddha and Christ faced are common. Even in the government, you’ll see many Three-Letter-Acronyms (TLAs like FBI, CIA, etc).

Check out the new The Social Network movie. They’ve got a hot, high-priced marketing team that’s helping to make it the #1 movie. I caught the billboard (below) for the movie at Westwood mall last week. See the power of three? It sticks in the mind! They are three values of super-high emotional value. Combined, they uniquely define what you are going to get (the promise) in the movie.

And looking to the left, in the same huge open space, notice three distinct panels for the values of the shopping center. Three emotional experiences for the core demographic of young women who consider themselves stylish, so of course, it says, “You are in the right place. You belong here.” In this example, advertisers use three actions (verbs) for values that trigger emotion, which engages values of shopping, dining, and playing for the target customer.

Now, what’s your top three brand values? Values are the one word (maybe two) that answer the question, “What’s most important in your business?”

Don’t have a company, then YOU are your own brand. What are YOUR top three values? Even as an employee, if you don’t know what you stand for, no one else will.

See if you can find the top three values of your favorite brand. They’re all around you. I’m compiling a list and would love to see you post your findings in the comments.