Hands up if you have a ‘to-do’ list. I suspect nearly everyone does. Now hands up if you have a ‘done’ list. Fewer if any, hands in the air. Me among you. I stumbled upon the idea last week from Oliver Burkeman, a favourite thinker about how to use our time wisely.
His book Four Thousand Weeks will challenge how you think about however much time you have left on this earth. His article about starting a ‘done’ list sits in the, hmmm, ‘excellent idea I might try it’ bucket.
It also got me thinking about the lack of models for capturing how people’s day-to-day work adds value to a brand.
The lamentable list for brands contains well-worn to-do items such as visual identity mainstays—logos, colours, typefaces, and marketing campaigns. And I’m sure you’ve got those covered.
Going unheralded and ignored is the day-to-day work, which over time, adds incalculable value. It’s work that quite literally isn’t calculated in how a brand is conventionally valued (an article for another time).
This is where Burkeman’s ‘done’ list comes into play.
Once your identity elements of purpose and values are in place (notice I’m assuming you have them). You can start tracking actions. How well they keep the promises set out in the your identity, adding value to or eroding the brand in the process.
Here are examples of things a done list might capture, drawing on identities of orgs I’ve studied and worked alongside.
- Made time to call an unhappy customer rather than sending a quick email. (Putting customers first is part of the purpose)
- Helped a co-worker laminate a pile of posters.
(Don’t walk past someone who needs help is a value) - Spent an hour introducing newly-hired staff to others.
(Hospitality is a value) - Pulled together a friendly how-to guide for colleagues learning a new system. (Share what you know is a value)
- Pitched in to help handle the phones during a hectic time.
(Team is a value)
Each action you place on a ‘done’ list compounds when put alongside others’ lists. And soon, your brand is overflowing with value. The more done things a day towards keeping your promises the faster value accumulates. And even one or two ‘done’ things a day make a difference, moving you forward or reversing a downward spiral.
If your list is bereft and no items emerge from your day-to-day work. Take a good long look at your priorities and processes. Or you may need to revisit the purpose and values because something is askew.
Because if the what and the how aren’t supporting the why, a brand that sticks will stay out of reach.
I’m starting a ‘done’ list this week, and I’ll let you know what I find.
See you next time.