MENTORS MAGAZINE | EDITION 1 | 29
tions, such as “What is our core purpose?”Step 2. Involvement: Call to AdventureBrand action: Struggle : Looking from inside
to outside.
Brand focus: Your focus is your brand in the
marketplace.
Brand development (activity): Looking at
parts of ourselves we don’t want to look at.
Introspection: “Is it us or has the world
changed without us?”Step 3. Inquiry: Meeting the MentorBrand action: Service : Moving from inside to
outside.
Brand focus: Your focus is on your brand
community.
Brand development (activity): Sharing what
we know in order to build future capability
with our stakeholders and the communities
where we do business. Sharing provides a
bridge from what was to the New Story.Step 4. Improvement: Crossing the Thresh-
oldBrand action: Showtime : Going from old
playbook to new.
Brand focus: Your focus is on brand activa-
tion.
Brand development (activity): Creativity is
expressed through innovative culture. You
experience the “flow” state and begin to actin brand new ways, building off the old into
long-term sustainability.Step 5. Inspiration : Road of TrialsBrand action: Sensing : Opening up to co-
creation.
Brand focus: Your focus is on collaboration
with your brand community.
Brand development (activity): Actively co-
creating brand value and perception. Firmly
committed to a pathway of purposeful
change.Step 6. Innovation: Seizing the PrizeBrand action: Stewardship : Walking your
talk.
Brand focus: Your focus is on brand leader-
ship.
Brand development (activity): Realizing and
acting upon new marketplace demands such
as authenticity, transparency, responsibility,
and engagement.Step 7. Iteration: Return with the TreasureBrand action: Simplification : Knowing shift
happens.
Brand focus: Your focus is on your brand fu-
ture.
Brand development (activity): Oh, shift! De-
veloping a firm grasp of the obvious: Pur-
pose = profits. Change, complexity, and com-
petition are relentless and ruthless.