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Staying true to your roots

David Armano recently posted a thought provoking piece entitled 'What is your DNA?'. It got me thinking. DNA is identity. The manifestation of it is an outward expression of what's within i.e. how the company conducts itself. Armano poses the question 'is it possible to evolve and stay true to your roots?'.

I watched Denis Weil speak at the 2007 Institute of Design Strategy Conference about what was happening at McDonalds.

 

He was incredibly open and honest about the challenges they face. A lot has changed since Ray Kroc opened the first McDonalds restaurant

in 1955.

Weil made two interesting observations about McDonalds DNA:

• McDonalds has become like a Post Office - a counter with a forbidden view of what's behind. This isn't how they started out.
• They realised that over the years and around the world, they still serve people with a ritual whereby they double fold the paper bag and present it to the customer with the logo facing

The first observation relates to a part of the DNA that was lost over time as the company aggessively pursued growth and efficiency - the kitchens and preparation got hidden. The ritual of bag folding is something that hasn't changed without any effort from McDonalds to keep it that way.

Now McDonalds are trying to reposition themselves as being more than burgers owing to the awareness around the unhealthiness of fast food.

It's an interesting subject - how do companies retain their DNA when they sell themselves to Wall Street? As I wrote about here, Schultz has certainly struggled to retain Starbucks' DNA. DNA is critical but seemingly easily diluted. One company I can think of that has been successful in retaining it's DNA is John Smedley - an English clothing company. An interesting quote on their website sums up their views:

'Of course, looking back should not stop us moving forward. But we stay dynamic by staying put - because it is here in England's traditional knitting heartlands that are found generations of experience and skills in knitting and hand-finishing world-class knitwear. Those unique skills may come at a price. But, carefully nurtured, they ensure the highest quality and innovation. It is they that allow John Smedley to be acknowledged as the best in its class'

Business cards...with a difference

My mantra is and always has been 'why be the same when you can be different'. I am not a sheep. Nor do I look like one. I don't join long queues just because everyone else does. I don't go to huge tourist enclaves just because everyone else does. Why go to Goa when you can go to Kerala? The Costa del Sol appalls me for that reason. Lots of English tourists wanting to replicate all the bad things about England - but this time in the sunshine. I was horrified to return to Puerto Banus some ten years after my first visit to see Burger King, TGI Fridays and lots of other chain restaurants. I'm in Spain but I may as well be in Blackpool. Yes I'm subject to exaggeration but I like to make a point.

The same applies to business cards. I want something that starts a conversation. Something that shows my spirit. Something unique to me. Thank you Hugh for scribbling on cards and allowing my to personalize your design to achieve this:

And thank you to the Geek in Disguise for making me aware of these cards. And thank you for my new little Fujitsu Scan Snap that scanned this.

Shoes are another tool for starting conversations. I have some crazy ones. I can't tell you the number of times I've been in an elevator and my shoes have been the saving grace...you know when you have 20 seconds with someone but it seems like 20 minutes as no-one knows where to look or what to say and questions if it's worth bothering. Wear some bright shoes and see what happens!

The story of the coffee table computer

Microsoft is currently working on what's called the 'surface computer'. Think of a coffee table - or look at one. This is a coffee table with a difference. The surface i.e. where you put your coffee is a computer screen.

I've just watched a demo. The feature I like is the wireless capability. I can take a photo, put the camera on the table, watch the photo appear on the coffee table screen via the seamless wireless connection. Take it a step further. Put your phone on the table. Drag the photo, with your finger to the phone and now it's on your phone. Question. What happens if I spill my coffee?

When it comes to personalising my online ID I wish I could manage everything from one place without the hassle of managing settings for my phone, instant messenger, my MacBook. I'd like my profile picture to be the same on all my devices. And when I change it, I'd like it to sync across everything. Perhaps this is getting closer to being able to do that.

Is Microsoft getting cool again? If Popfly is anything to go by Microsoft might have their finger on the pulse. As my good friend the 'Geek in Disguise' says, it's the Ozzie factor. That is Ray Ozzie. They're no match to Apple on the 'cool' factor (yet) but perhaps they've turned a corner. I genuinely hope so. They just need to learn how to tell the story. And if you need to know about how to do that, Seth is your man.