Manifiesto De Hughtrain

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The Hughtrain
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by Hugh MacLeod

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THE HUGHTRAIN:

“The market for something to believe in is infinite.”

We are here to find meaning. We are here to help other people do thesame. Everything else is secondary. We humans want to believe in our own species. And we want people, companies and products in our lives that make it easier to do so. That is human nature. Product benefit doesnʼt excite us. Belief in humanity and human potential excites us. Think less about what your product does, and think more about human potential. What statement about humanity does yourproduct make? The bigger the statement, the bigger the idea, the bigger your brand will become.

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We have entered an age, the first in history, where self-realization is not just possible for an elite few, but for everyone. I believe we are living in the beginning of a new global spiritual awakening. It is not religion. Itʼseverything and everyone around us. It affects Muslims, Christians, Atheists, Hindus, Jews, and Buddhists alike.

It’s not about merit. It’s about faith. Belief. Conviction. Courage.
The spiritual implications are staggering. Itʼs no longer just enough for people to believe that your product does what it says on the label. They want to believe in you and what you do. And theyʼll go elsewhere if theydonʼt. Itʼs not enough for the customer to love your product. They have to love your process as well. People are not just getting more demanding as consumers, they are getting more demanding as spiritual entities. Branding is a spiritual exercise. These are The New Realties, this is Spiritual Republic. The soul cannot be outsourced. Either get with the program or hire a consultant in ExtinctionManagement. No vision, no business. Your life from now on pivots squarely on your vision of human potential.

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NOTES ON THE HUGHTRAIN: PART ONE

The primary job of an advertiser is not to communicate benefit, but to communicate conviction.

Benefit is secondary. Benefit is a product of conviction, not vice versa. Whatever youmanufacture, somebody can make it better, faster and cheaper than you. You do not own the molecules. They are stardust. They belong to God. What you do own is your soul. Nobody can take that away from you. And it is your soul that informs the brand. It is your soul, and the purpose and beliefs that it embodies, that people will buy into. Ergo, great branding is a spiritual exercise.

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Why is your brand great? Why does your brand matter? Seriously, if you donʼt know, then nobody else can—no advertiser, no buyer, and certainly no customer. Itʼs not about merit. Itʼs about faith. Belief. Conviction. Courage. Itʼs about why youʼre on thisplanet. To make a dent in the universe. I donʼt want to know why your brand is good, or very good, or even great. I want to know why your brand is totally frickinʼ amazing. Once you tell me, I can tell the world. And then they will know.

: EXPRESSIVE CAPITAL

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From now on if anyone asks me why, say, Apple or Harley Davidsonare such great brands, all I have to do is show them this “Longing” drawing above. And of course, if anyone asks me why their brand isnʼt so hot, again, all I have to do is show them the same drawing. 1. 2. 3. 4. 5. FIRST WE HAD HUMAN CAPITAL. You, there! Go to the next village and kill everybody because I’m the Chief of this village and I say so, etc. THEN CAME PHYSICAL CAPITAL. Land, property,...