One of our observations, going back to 2004 has been, “The future of advertising is internal”.

What we meant by that was, rather than just seeking a short-term transactional relationship with the general public, advertising could be used to make the client’s people feel far more connected with their employer and its mission.

As always, “why” we’re selling something is always far more interesting than “what” we’re selling.

The idea was a bit out there at the time, although it did turn out to be prescient. Within a few years “Purpose-Driven Advertising” became a thing.

And that’s the rub. Once something becomes a “thing”, it inevitably becomes a "silly thing", as the herd piles on to the point of absurdity.

But absurd or not, the original need still remains. People still need to make an impact. People still need a good narrative. And that’s the CEO’s main job, to provide a framework for them both. Exactly.

CULTURE WALL™ BY GAPINGVOID

A while ago we posted about Microsoft's IDC 20th anniversary celebration. The challenge was to morph the event into a celebration around purpose and connection to the future. 

By visualizing the celebration with a Culture Wall™ MS was able to continue the narrative about the core beliefs, mindsets, and values they celebrate together.  We used the images in an engaging, energetic, ebook and told the story of celebration;  and of what the future might hold. It helped people imagine where they are going together. 

One of the great insights we have gleaned over the years is the idea that what aligned culture does, is reduce complexity. If everyone is on the same page if we all know where we are going, and if we agree to how we are doing it, then everything happens with greater agility and adaptability. Resiliency is baked in. Amazing outcomes are facilitated.

We're honored that IDC asked us to help them celebrate. The above photo is from their facilities in Hyderabad.