5 Ways Paris Inspires Innovation Without Even Trying

Ooh la la, The City of Lights. Cultural center for artists, authors, philosophers, fashion, food and abundant “je ne sais quoi.” And in 1889, as a result of Alexandre Gustave Eiffel’s extraordinary vision that challenged architectural status quo, home to the iconic tower that stands tall today as a testament to the idea that anything is possible.

Travel is an excellent way to gain fresh perspective, shake loose new ideas buried in until-then untapped corners of your brain, and fire up neural connections that help us solve our stickiest challenges.
I recently celebrated my birthday in Paris, a soiree with friends in an historic apartment (well, mostly on the balcony of the historic apartment) overlooking the implausibly stunning Eiffel Tower, complete with a farm market fresh menu and Bastille Day fireworks. It was a joyful holiday and the trip delivered unexpected professional inspiration, too.

Here are five things we can borrow from Parisian life to fuel innovation at home.

  1. Visit cafés. If you’ve been to Paris, you know well the abundance of cafes with sidewalk seating. This observation is sort of a two-for-one. First, the tables are outdoors. Year-round. There is nothing like fresh air (even if warmed with a propane heater in the winter) to rekindle our senses. Second, all the chairs face OUTWARD. What better way to see what’s happening in the world than to look out into it? This seating reminds us to look beyond the familiar, beyond the things and people we already know, and to see what else is out there, to the unexpected people or ideas that might come our way if we are open to them.

  2. Practice la langue. (The language). Je ne parle qu’un petit peu de francais. (I only speak a bit of French.) Here’s what great about this—it means I need to try alternate words, expressions, gestures to communicate. Just like in our own native tongue, when we don’t know (or can’t quite remember) the word for something, we work around it, and use alternate words to express our meaning. For example, I was trying to remember the word robinet (faucet) and instead needed to say “la chose dont nous recevons de l'eau a la salle de bain” (the thing from which we get water in the bathroom). This reminds us there is more than one path to success. This encourages us to just get started. We can—and will—get there even we don’t know the most direct path from the beginning.

  3. Embrace limitations. It’s a common problem for hosts of parties in French homes—the refrigerator isn’t large enough to hold the food and beverages for the event. Easy, daily access to fresh food, from the city’s abundant and ubiquitous farm markets, for example, means people don’t routinely need to buy and store large amounts of food in advance of cooking and serving it. On the day of a festive soiree, however, it would be helpful if le frigo could hold the appetizers, white wine, cheese, pate and butter (ooh la la, French butter). Since they often cannot, the host or hostess must get creative, scheduling the purchase of key items closer to the start of the party, having friends bring ingredients, adding a plug-in cooler in a corner of another room for the Perrier, and so on. Our workplace limitations don’t typically prevent us from keeping our pate de campagne chilled until sunset; they more likely represent insufficient budgets, small staff or time constraints. Limitations help us be more creative and solve our business challenges in new ways, forcing us to think outside the box (or le frigo) to get the job done.

  4. Walk. Sometimes when we’re visiting a new place, we start out with our destination in mind and are so eager to get there, we hop in the car and speed to the finish. In Paris, some of the most rewarding moments come from going “off road,” which in this urban setting means going by foot. When we are walking, we have more time to really see what’s right in front of us. We can easily slip through a passageway to discover architectural wonders, hidden shops or specialty bakeries we would never have found from the backseat of a taxi. The reminder here is it really is ok to slow down sometimes so we’ve room to explore, see a new angle and make our own detours as a path to discovery. When we race to the finish, it’s easy to miss opportunities that can enrich the experience.

  5. Be open. Serendipity is a gift for innovation! One evening, one of the families with whom we were traveling invited us to join them in climbing the Eiffel Tower. The most iconic structure in The City of Lights and symbol of everything French! Of course we'd join them, we said! So we tried—and failed—to get tickets to join them that evening. Alas, we opted to skip the attraction (and the hours-long wait in line with our six year old son). As luck would have it, our Parisian friends texted us to share they were in “our” neighborhood, asking would we like to get together with them and their young sons? Instead of battling the crowded throng of tourists at the Tower, we sipped a glass of chilled Sancerre with locals, which turned into dinner and a play date with their sons, which turned into one of my favorite nights of the entire vacation. We walked (see #4 above) to a nearby café that welcomed children (see #3 above) where we sat outside (see #1 above) where the waiter was exceptionally friendly as I ordered for the table to practice my French (see #2 above). By being open to new possibilities, we were generously rewarded. We enjoyed a beautiful evening outdoors, nurtured our relationship with friends, satisfied our palette with Parisian cuisine and created memories we will carry with us for a long time. Maybe we’ll go inside the Eiffel Tower on our next visit to Paris. Or maybe we won’t…

If you won’t have a chance to visit Paris this season and would still like to bring some French joie de vivre and je ne sais quoi to your team and your work, we’d love to explore the possibilities with you. Drop us a line any time. A bientot!

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A Case Study in Sharing Brand Purpose: PBS

If you watch PBS, you already know this legacy brand has a long history of expressing its thanks to viewers like you. That’s because its business model relies heavily in individual donations from viewers like you to continue offering great content, on every platform, for adults and kids alike.

To inspire donations, PBS knew it needed to demonstrate its purpose in clear terms, to make sure people knew exactly why this brand matters. Rooted deeply in customer research, the marketing team identified three key attributes that viewers like you said really set PBS apart from the pack and made it worth their financial support.
 
First was the idea that PBS shows opened up worlds of possibilities for people—whether through historical dramas, science or nature, journalism or the arts. Secondly, because access to those shows is free (as the cord-cutters knew so well), which meant anyone who wanted to explore the world outside their living room, could. Finally, that PBS was the only media company with stations on the ground in every market in America meant there were opportunities for local content and personal experiences complementary to the national offering.
 
Great marketers know it’s far better to show someone than to just tell someone your story. And even better if fans of your brand are willing to tell their version of the story on your behalf! Marrying this marketing know-how with the research-based findings about what the brand stands for, the in-house creative team produced a first-person testimonial campaign featuring real viewers like you. Each one told a unique story about how PBS opened up a world of possibility they hadn’t considered before.
 
This is Yuyi’s Story. This is Craig’s Story. This is Denice’s Story.
 
There are several more, each one personal, authentic and a vibrant illustration of the PBS brand purpose. You can read a bit more about the campaign strategy and results, as well as the DIY testimonial production guide, here.

This campaign is an example of powerful, purposeful storytelling. Individually, each story shines a light on differentiating brand values. Together, they add up to something bigger the a whole—anyone, people in any place on their personal journey and in any town, have access to new worlds of possibility through PBS.

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The Value of Putting Brand Purpose Into Practice

Henry Ford said: “A business absolutely devoted to service will have only one worry about profits. They will be embarrassingly large.” He is also credited for saying “If I’d asked people what they wanted, they would have said faster horses.” In these ideas, we see his brand purpose emerge.
 
Henry Ford knew he needed to think differently, and that what people really wanted was a faster way to get from here to there. He was a trailblazer who made this a reality for thousands of Americans in his lifetime, pioneering the modern assembly line, re-imagining wages for his employees and helping give birth to the American middle class. As a result, his company’s early profits were, indeed, large.
 
Even with its financial ups and downs since the Ford Motor Company was established in 1903, Henry Ford’s core purpose provides a clear vision for the success of the organization that remains true today: helping as many people as possible get from here to there faster.
 
Leading with purpose is changing the face of business. It’s empowering innovative teams, building successful brands and driving the bottom line in every sector. Companies who live their purpose are better at engaging new customers and engaging existing customers more deeply than those who do not.
 
Research from the Korn Ferry Institute shows organizations with teams focused on purpose had nearly 3X the annual growth ratefor their industry.
 
Today, people increasingly make purchase decisions based on (and to express) their own personal values. In its 2018 Earned Brand Global Study, Edelman reported that 64% of consumers self-identify as “Belief-Driven Buyers” (up 13% from 2017). These consumers said they will choose, switch, avoid or boycott a brand based on where it stands on political or social issues they care about.
 
This means companies need to be clear about what they stand for.
 
Purpose is the difference between a “company” and a “brand.” And brands who live their purpose drive business success. Here are just a few examples from which we can draw inspiration.

  • REI shocked the retail world by turning their purpose, inspiring people to get outside, into practice, inviting people to #OptOutside on Black Friday. In addition to billions of media impressions, the campaign inspired 1.4 million people to get outside.

  • Based on their purpose—helping people on their path to better health—CVS made the decision to drop tobacco products from their stores. While cigarette sales dropped, the company reported sales up in other areas of their business more closely aligned with their purpose.

  • Southwest Airlines is one of my favorites. Their purpose is to connect people to what's important in their lives through friendly, reliable, and low-cost air travel. They consider their purpose in key company decisions, like maintaining a single model of aircraft and reinventing the passenger boarding experience. They embrace purpose in their company culture, through their commitment to providing employees the same concern, respect, and caring attitude they are expected to share with every Southwest Customer. These purpose-led practices have helped make Southwest Airlines profitable for 45 years in a row. 


For nonprofit organizations, leading with and communicating purpose is even more important. Purpose is the heartbeat of a nonprofit. It’s why the organization matters to people. For mission-driven organizations, purpose drives engagement, financial support and social impact.
 
There are a lot of great examples of nonprofits making incredible impact by sharing their purpose, too.

  • Charity: Water makes its purpose clear at every turn: bring clean and safe drinking water to people in developing countries. They do this by installing wells across the developing world and, in recent years, adding custom design sensors to these wells to measure the volume of water being pumped to better measure their impact. To date, Charity : Water has funded 38,113 water projects reaching more than 9 million people in 27 countries around the world.

  • Special Olympics International was founded to honor and advance the rights of and acceptance for people with intellectual disabilities. So strong is their purpose, it has evolved—grown—into a global movement creating a new world of inclusion and community, where every single person is accepted and welcomed, regardless of ability or disability. Special Olympics counts more than 6 million athletes and, reflecting their growing movement of inclusivity, now counts 1.6 million Unified teammates, people with and without intellectual disabilities together on the same team.

  • The Girl Effect has been on my radar for more than a decade, for their crystal clear purpose, based on the single premise that the most effective way to break the cycle of global poverty is to improve the situation of adolescent girls. Through their work, girls can express themselves, value themselves and build the relationships they need to thrive, in tangible, measurable ways, from vaccination to education to economic opportunity. Their most recent measure of success is 12.7 million unique on their mobile platforms.

 
The job of living brand purpose belongs to everyone in the organization. And when our teams put purpose into practice effectively, we can engage new customers and engage existing customers more deeply, driving greater success for our organizations. 

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