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It takes attitude to Reach Higher.
'Reach Higher' is a call for brands to create marketing that solves real problems. Because making the world better is good for business. Here's what it takes:
A lab rat invents a strain of wheat that can divert its bio-energy from getting tall to bearing more grain. How he decides to market it sparks The Green Revolution:
1. Finding what moves you:
Norman Borlaug made ending world hunger integral to his innovative
go-to-marketing plans.
If you're marketing to the world, how might you help solve a global problem?
Two young hippies use a $5 by-mail course to upend the world of ice cream. Their approach to making and marketing their brand story transforms the world:
2. Nurturing what burns you:
Ben & Jerry wanted to prove that society could be repaired using tools of business.
If you have a product to market, how might you change the world with it?
3. Triggering your chutzpah:
Two college nerds write a paper to challenge prevailing search wisdom. The audacity of their vision changes the internet, language, and history from their dorm:
Sergey Brin & Larry Page's ambition to organize the world's information triggered their chutzpah.
As the small guy, how might you use ambition to challenge the big guy?
Ambitious brands and creative thinkers always Reach Higher, no matter what. The convergence of technology, media, and culture today is giving us exponentially powerful wings. We have no excuses.
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