A little over a year ago ? at my first SSX company meeting ? senior leadership led a short exercise that means more to me now than it ever could have then. They asked us to assign ourselves ?one-word equity?. This is harder than it sounds. Let me back up and give you the context in which we use the word ?equity? around here.
Equity is a somewhat all-encompassing idea of identity. Every brand, every product ? has equity. It includes any logos, colors, fonts, images, styles, etc. For example ? John Deere green. It?s not just green. It?s John Deere green ? and everyone knows what color that is. Every brand I work with has a feel, or style. Work that we do feels like Pampers, or it doesn?t. Brands are very deliberate about colors, images and tone that they use in advertising. On my team, I have writers and designers who ?know the equity? of my brands ? they?re familiar with them, they recognize when something is ?off equity?.
So the task: assign yourself one-word equity. Is the word you give yourself different from the word your friends and family would propose? Probably. The idea is to be deliberate in the way you present yourself ? that your equity should be protected as a brand protects its assets.
I have thought about this a little lately. Should your personal equity change over time? Or should it be more consistent? Should you represent something you are ? or what you aspire to be?
(I can hear the heckling now ? as this is not my usual dramatic rant. Be kind.)