What do you Stand for?

Posted by Craig Johnson on October 7, 2009 Share

I've been watching tweets all night from everyone I know telling their stories about being at the U2 concert at the Georgia Dome tonight, and it got me thinking about what it is that brings people together.  Why is it that half of the people I know spent their hard earned money to go down to see U2 tonight?  What is it about U2?

Is it the vocal abilities of Bono?  The crazy delay effects that the Edge experiments with?  The great musicianship of Adam Clayton or Larry Mullen?

I don't think so.

Is it the songwriting abilities?  The fact that they have so many hit songs to play?  The great artwork from their albums?

I don't think so.

Is it the sound quality at the Dome?  The showmanship of the Bono?  The amazing stage setup?

I don't think so.

Now, all of the above statements are true.  They are great musicians with a long history of great albums and the put on an amazing show.  But it's more than that.

It's about a belief in something way bigger than yourself.  It's about living with passion, meaning, and purpose.  U2 has always exemplified those qualities in their craft, their careers and their personal lives.

So why is it that we so often operate our businesses in fear of the dollar?  We don't spend nearly enough time defining those things that make us: our values, our vision for the future, our core beliefs.

Brand Identity starts with these things.  The beliefs, passions, vision, and values.  A logo with no heart means nothing.  It only means as much as what stands behind it.

Ask yourself today why you do what you do.  Is it for a payday?  Or is it because of a belief in something bigger.  Much bigger.  Something that may draw a crowd one day.  Not because of you, but because of the cause for which you believe in and proclaim to the world.


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4 Comments

"Amen, brother. Amen."

- Ross

"Great post! Great band! Amazing they've been putting on shows like that since their '82 War Tour (at least the big ones). Saw Bono jump from second level to bodyguards standing below and two people followed him (with no one to catch them) at L.A. Sports Arena in 82 (man I'm old!). They got everyone so worked up and then they closed with "40". Then walked off stage to a haunting Clannad song--completely diffusing the impending riot I thought was sure to explode after sending that many people into the streets with that much pent-up energy. We all (my friends and 15,000 others) walked away absolutely blown-away. Their biggest stage props were a large banner with the "War" boy on back of stage and a large white flag that Bono carried around most of the show. So you're right, they could do it without the stage. They've come a long way, but they're still the same band."

- Russell Heistuman

""So why is it that we so often operate our businesses in fear of the dollar? We don’t spend nearly enough time defining those things that make us: our values, our vision for the future, our core beliefs."

This is so true for so many companies. If you don't stand for something bigger than yourself (or the product or service your customers are paying you for), then you cannot answer the question, "Why does it matter?", which is essential for any brand to have significant meaning.

Great post."

- Brittany

""...because of a belief in something bigger. Much bigger. Something that may draw a crowd one day. Not because of you, but because of the cause for which you believe in and proclaim to the world."

Other than family, finding this point of truth is the greatest gift.

I took my boys to the U2 concert because life, music, art, work... it is all about living with passion, meaning, and purpose. Learn, do, teach."

- Marcie Colt

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