On this latest episode, Chris Do, CEO, Chief Strategist and Executive Creative Director of Blind, Inc., and Founder and CEO of The Futur, shares his insights on personal and professional growth, the essence of branding and the impact of social media on self-perception. Through his stories and experiences, Chris emphasizes the importance of authenticity, continuous learning and the power of helping others.
Key Takeaways:
(01:34) Chris’ journey from graphic design to founding The Futur, and its mission to teach 1 billion people how to make a living doing what they love.
(05:52) A brand's purpose is to serve and build relationships with customers, leading to mutual value and advocacy.
(09:08) Performance marketing focuses on short-term revenue while branding builds long-term value. Modern marketing balances both to help others achieve goals.
(15:33) The impact of social media on self-worth and the pursuit of authenticity.
(17:01) Chris' perspective on criticism, feedback and the importance of self-improvement.
(20:15) The metaphor of the ‘hole’ and the lesson on completeness and self-acceptance.
Resources Mentioned:
What I took from this one
I walked into this episode saying the purpose of a business is to sell and make a profit. Chris corrected me on my own podcast. Profit is the result. The purpose is to create a customer, serve them, and make their life easier, and they give value back by buying and telling other people about you.
1. You already have a personal brand. Several, in fact. Your mum sees you one way, your team another, your critics another. A personal brand is the intentional act of communicating your beliefs, values and story. It isn't about market share. A corporate brand is different: it's owned by no one and everyone, and it changes over time.
2. Pricing is positioning. Look at bottled water, hotels or wine. Price and packaging tell you where something sits before you've tried it.
3. Balance performance and brand. Chris pointed to a 2023 Harvard Business Review piece: performance marketing drives short-term revenue, and selling too often costs you long-term value. Brand on its own may not give you enough gas to get there. As someone who lives in paid media, I needed that reminder.
4. Show up as the same person on and off camera. Most people wear a mask online and think nobody can see through it. Chris says the mask is transparent. Check your intention before you post. If it's to impress people, it won't.
He closed with The Missing Piece by Shel Silverstein, a children's book with a lesson for adults: you're complete as you are. Not what I expected from a branding episode, and the part I think about most.
His favourite metric outside revenue: engagement, because it tells you whether the message landed.
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