Why I decided to be A Coffee Bean?
My life is filled with stories that have inspired me, challenged me and provoked introspection. These narratives often come in various forms and from unexpected sources carrying profound lessons that shape our perspectives and choices. One such story, which I encountered years ago, has been a guiding light in my journey – not just as a branding enthusiast, but also as an individual.
It all began with a simple tale of a young girl seeking guidance from her wise grandmother. This story, often heard in various renditions, has the power to transcend generations and cultures with its timeless wisdom.
The young girl's lament about the difficulties of life and her desire to give up was met with a profound response. Her grandmother decided to illustrate the transformative power of adversity using three simple kitchen ingredients. Carrots, eggs and coffee beans.
All three ingredients faced the same adversity – boiling water. However, each reacted differently.
The Carrot: Initially strong, the boiling water softened it. The carrot, much like individuals who succumb to hardships, lost its strength when faced with adversity.
The Egg: With its fragile shell, the egg had a protective barrier. But when subjected to the boiling water, it hardened on the inside. The egg represents those who become emotionally hardened and bitter in the face of life's challenges.
The Coffee Bean: The coffee bean displayed the most remarkable transformation. When placed in the boiling water, it changed the very nature of water. The water was not water anymore. But had become Coffee instead.
The grandmother's profound question was, "Which one are you when adversity knocks on your door?”
The lessons from this story can be seamlessly integrated into branding and life as a whole.
The first pot symbolises a brand's resistance to change, its rigidity when faced with new market trends or consumer preferences. Much like the carrot, the brand may initially appear strong, rooted in its traditional ways. However, when exposed to the boiling waters of innovation and shifting market dynamics, it begins to soften, revealing its inability to adapt.
The second pot, akin to the fragile egg, represents a brand that relies on its outer shell, perhaps overemphasising aesthetics or relying on past success. But when it faces the boiling waters of competition and adversity, much like the eggshell, it hardens on the inside. It becomes resistant to evolution, focusing on preserving its external image rather than adapting to the evolving market.
Then there's the third pot, where the coffee beans come into play. This is where the magic happens, the place where I have struggled and strived to align my work with the coffee bean's transformative spirit.
As branding professionals, our goal is to be the coffee beans. We don't just deliver dramatic content for likes, saves and shares. We actively work to transform brands making them more adaptable and innovative actively seeking to change their landscape.
The story is a reminder that transformation is possible even in the face of adversity. Just as the coffee bean doesn't change itself but changes the water, we too can influence and improve our surroundings. Adversity, when met with the right response, can become a catalyst for growth, innovation and positive change. The story teaches us that we have control over our response to challenging events. Just as the coffee bean doesn't merely adapt to boiling water but actively transforms it, we too can be agents of change, shaping our environments and infusing them with positivity and innovation. I do understand that it is easier said than done.
Much like the coffee bean infusing the water with its rich aroma and flavour, my goal always has been to transform the brand and its audience if possible, steadily and gradually. This approach is not merely about delivering campaigns and content but about altering the brand's entire thought process. And it is not an easy approach. But with time, I have tried to create the right impact by choosing to work with the right founders, teams and collaborators.
Boiling Water + Resistant Brand = The Softened Brand
Much like the carrots, a resistant brand may seem strong at first, but as market conditions evolve, it gradually softens. Our role is to highlight the need for flexibility and adaptation, steering the brand away from rigidity and encouraging it to embrace change. Instead of merely delivering content,? we should aim to shift the brand's perspective towards a scalable and meaningful future.
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Boiling Water + Image-Obsessed Brand = The Hardened Brand
An image-focused brand, akin to the fragile eggshell, might focus on preserving appearances rather than evolving its strategies. When market pressures rise, this brand hardens internally, often refusing to acknowledge the need for change. Our approach here should be to break through the exterior and instigate a more flexible & adaptive mindset towards becoming an inspirational & transformational brand.
Boiling Water + Transformation-Seeking Brand = A Transformed Landscape
Our goal with a transformation-seeking brand is to change the landscape. When faced with the boiling waters of challenges, the brand doesn't just adapt but becomes an active agent of change, infusing the market with innovation and setting new standards. This is not merely about content creation & engagement, but about reshaping the brand's essence.
My journey as a branding professional has always been guided by this principle, encouraging brands to infuse purpose, meaning and responsibility into their DNA.
My mission, as guided by this story, has always been clear. It is not about merely creating imagery or videos. It's about shifting the core of how brands think. Just as the coffee bean doesn't just adapt to the boiling water but seeks to change it, I always try that my work doesn't merely adapt to challenges but actively works to transform the branding landscape. I have always chosen to be the coffee bean in life and my professional journey. This story inspires me to never give up, to impact brands by reshaping the way they think, approach and execute branding, design, campaigns, content and communication. It serves as a constant reminder to work towards sustainability, responsibility and purpose, even when the immediate demands of the market may pull brands in different directions.
It's easy to succumb to market trends and short-term goals, pressures that often divert our attention from a deeper purpose. But, like the coffee bean, we can bring about meaningful change – not by conforming to adversity, but by transforming it. This story has been my guiding light, reminding me that with the right mindset and unwavering determination, we can change our environment for the better, infusing it with positive transformation and innovation.
Choosing to be a coffee bean wasn’t just a decision but a commitment to creating lasting impact, one that reverberates through our choices, actions and the brands we work with. It's a reminder that even when faced with adversity, we have the power to change, to enrich and to create something extraordinary.
Today, brands are constantly faced with choices. They can either follow the well-trodden path of conformity, or they can choose to be the coffee bean – an inspiration for transformation, innovation and impact.
The coffee bean offers an entirely different perspective. This is the approach I encourage brands to adopt – to be the transformative force in the market landscape. Much like the coffee bean elevates boiling water into a rich and aromatic beverage, brands can elevate their industries. They can do more than just exist. They can thrive, innovate and enrich the lives of their customers.
By choosing to be the coffee bean, brands can commit to a resilient & purpose-driven approach that seeks to change not only themselves but also the world they operate in. By taking on the role of the coffee bean, brands can enrich their identity and lead the way for transformative change, fostering stronger connections with customers and ensuring long-term success.
Be the coffee bean – a beacon of positive change, innovation and lasting impact. Brands that embrace this philosophy will not only survive in a competitive market but will also thrive as they inspire and influence positive change, one cup at a time.
#no***kingrules
It's important to clarify that my appreciation for coffee beans doesn't diminish my love for eggs and carrots. Each of these ingredients holds its own unique charm and utility, just as every approach to branding has its time and place.
Eggs symbolise protection and can serve as a shield in the face of adversity. Carrots represent the strength to endure life's challenges and emerge resilient. Together, they form a powerful blend of attributes that can be invaluable in various situations.
The coffee bean, however, remains my guiding inspiration while I appreciate the diversity of ingredients, each with its own role to play.
When you face your next challenge, ask yourself, "Will I be the carrot, the egg, or the coffee bean?" Your choice will shape not only your destiny but also the world around you.
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