Can they feel your story?

I am sitting in a nice Montreal café close to home and it just happen that the new owner is discussing, on a nearby table, with a graphic designer about the design of a new logo for his beloved shop and what his vision for the café’s growth is.

You can feel and hear in every word, every gesture, and every modulation of his tone how passionate he is about what he is creating. You feel that his café is more than a way to make money but a way for him to touch, to move, to make art with the people who are visiting his café and you feel it is authentic. You sense that what drives him is not about being average. A logo, a brand strategy, a marketing plan, a presence on social/traditional media, yes it all matter…

But what matters much more is for us to find meaningful ways that will connect our customers, our fans, our ideal audience to that space of passion, of generosity that drives every great project and organization. While I was listening to this owner talking about what he wants to create, I could not help but wanting to participate.