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Rod Aparicio

Don't choose an enemy

Published over 2 years ago • 1 min read

Some say "You need to choose an enemy. This way you and yours will rally together and will make your brand meaningful. 'Look at Patagonia. They fight climate change.'"

Well intended. But bullshit.

Patagonia is not focused on defeating climate change. Ryan Gellert, Patagonia CEO, sustains "We must use all the tools at our disposal to secure a safer, more just future."

A future. Opportunities...

The difference between those 2 is simple.

  • Fighting is built on a narrative of threats. This is a threat, we must fight it. It's based on fear.
    It makes you reactive. It's easier to quit. And it's a zero-sum game: there's either a winner or a loser.
  • Building an opportunity-focused narrative is about what is the potential. It's based on more than one self.
    It makes you think in different terms than just the symptom —or the silo it is in. It pushes you to think and see the bigger picture.

And here's the thing: even when you see you can't change it (yet), or even get close enough, you'll keep trying, because that's the future you wanna see happening.

You work towards a legacy.

That brings actions.

And maybe, just maybe, you get there.

If not, you'll keep pushing.

Here's John Hagel with this POV on it: exponential opportunity.

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Rod Aparicio

𝗟𝗩𝗟𝗖 | Commercial strategist for b2b in technical markets

The habit of daily writing for you, so that you rethink what you believe about (your) business, brand and marketing —without the bullshit.

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