"Martha Ellen Bartlett, that's entirely too big a bite for a young lady."
I heard it more than once at the dinner table when I was growing up. I think it means that I enjoy food—and life—with passion. And as an adult, I still occasionally get a bit carried away.
Maybe that's why I was so intrigued by a Fearless Chocolate bar a friend gave me this week. The big surprise: when I opened it, there was a bite missing.
Bite makes right
The missing bite is intentional. It's designed to tell the purchaser that this beautifully packaged $6 chocolate bar isn't just a frivolous self indulgence. The bite is a signal that a portion of the proceeds support people in their efforts to make the world a better place.
Customers and employees can "Nom...Nom...Nominate" a fearless champion of social good. Fearless will provide monetary support...and also promote the champion on their website and in social media. That builds a chain of support from other sources.
Love at first bite
This is a brand so well-aligned that I fell in love with it immediately. Then I tasted it, and fell even harder.
Fearless Chocolate bravely wears its heart on its sleeve. Its package. Its website. Everywhere, inside and out.
It seeks people who are fearless in their approach to life and business and "to be brazenly virtuous in this world which we are all creating."
That's bold. It's a promise and purpose that can only attract special employees and a special admirers. Not everyone will get it, or pay the premium price. Some may coldy reject it. But that's OK. A brand that tries to be for everyone just melts into mediocrity.
Fight the fright
Don't be afraid of what's "missing." Innovation teams at some companies might dismiss an idea like this as pure silliness. Many will find reasons not to take a chance. Reasons to blend in.
At Fearless Chocolate, what's missing is only a small bite of chocolate. What's gained is something extraordinary and deliciously unique.
Do you have true Purpose aligned with Brand in your organization? Is a fear holding you back from breaking through and achieving legendary results? Call Martha at 785.969.6203. We're here to help, and we will bring chocolate.
Tags: purpose, internal brand, marketing strategy