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The Law of the Jungle

February 23, 2010

I love going through branding exercises with our clients. Why?

First, I find it absolutely fascinating to get to the root of the big questions.

  • Why do you exist?
  • What inspires you?
  • Why do you get up every morning to do what you do?
  • What experience do you want your customers to have?

These are tough questions that many business owners haven’t thought of since they wrote their business plan (you know, the one that’s sitting at the bottom of your desk drawer collecting dust).

I believe time should be dedicated to thinking about these questions on a daily basis, and at the very least, weekly. I realize that’s easier said than done; as a business owner myself I know all too well that it doesn’t take much to get bogged down in the details.

However, by forcing yourself to take a step back and “see the forest from the trees,” you will no doubt find new energy to persevere. The answers might take a lot of thought and probing, but once redefined, they always seem to give a greater sense of purpose, direction, and rejuvenation.

Second, the exercises force me to rethink the same questions for myself and the company I’m trying to build.

What’s at the heart of Urban Jungle? What guides me to want to build Edmonton’s next big success story?

1. For starters, I strive to keep good company.

Relationships are what my world is all about. Without them I have nothing. My family and friends are amazing and have supported me through some very difficult times. As some may know, I have recently expanded the Urban Jungle team and in doing so I have surrounded myself with amazingly talented and über cool people. Their creativity and passion inspire me and give me a reason to wake up every morning.

2. I try my best to only work with people whom I can see myself becoming friends with.

It’s definitely not the best decision from a business owner’s standpoint as I’ve turned down many well-paying jobs and I’ve fired lots of customers; but to me, negativity, nay-sayers, and uninspired people are not worth it – no matter how good the money may be. Most of my clients have become great friends. We go out for pints, we golf, we BBQ, and we have even attended each others’ weddings!

3. We want to help change the face of Edmonton one business at a time.

That may sound a little flaky but it’s true. There’s a lot of ugly, a lot of noise and a lot of misleading out there, and we Jungleheads see it as our mission to help change the way businesses relate with their customers. We want to grow, we want our customers to grow, we want Edmonton to grow, and we want to be a catalyst for change. While Urban Jungle will always be a small idea factory, we feel that simply by being a part of the creative process we can help elevate our city’s culture and be an agent of growth and positive change for our future.

Notice the ordinary. Preserve the ephemeral. Create ideas for everyone. Keep it simple. Don’t ever tolerate “o.k. anything.” Remember your responsibility as a storyteller. Make ideas your life (and life, your idea.) Leave something behind.

That is our mantra. And we try our best to live it every day.

Posted by Craig Blackburn

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