#14: The like Mike

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Hello friend,

Since our last NFTF, I've been working through two main thoughts that I'd like to share with you.

First, I've been revisiting growth mindset vs. fixed mindset. The concept has been a favorite topic of mine since becoming a parent. Recently I've been working with clients to develop growth mindset as a way to improve user experience. A brand with a growth mindset believes it and its customers are growing and changing. This promotes learning and progressive enhancement instead of campaigns that win or fail.

The next idea running around in my head these days is about benefits. Last week I read this great article about how Nike lost Stephen Curry to Under Armor. The one observation that stood out to me more than anything was that an athlete's association with their shoe brand long outlives the athlete's association with their team.

Case in point, kids today know Michael Jordan because of his relationship with Nike, not because he was a Chicago Bull. Why is this? Because of benefits. Air Jordans made us "like Mike" in a way the Chicago Bulls never could. People buy your product because of who it makes them become, not because of what it does.

Would love for you to ponder these two things and hit me up with any comments or follow up thoughts. All you need to do is hit reply.

Until next time.

Honestly,

David

P.S. I'm really digging these shoes.
P.P.S. Not sure why I didn't use LetterBoxd sooner.
P.P.P.S. Have you listened to Fall Brigade yet?

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