It's more fun to be a Pirate than to join the Navy.

A quote from Steve Jobs has been taken on as a metaphor for brand culture and brand building by Adam Morgan in his book The Pirate Inside. I just finished reading the excerpt from the book, the Introduction: Necessary Pirate.

You see, what is interesting to me is that he [Steve Jobs] doesn’t talk about processes; he talks about a type of people. He doesn’t talk about saying; he talks about being. And I find those two distinctions interesting and important. The idea that perhaps it’s the kind of people that we are or choose to be, individually or collectively, that will make the difference to our futures. Perhaps we shouldn’t focus so much on the processes we use, or the tools we have, or the architecture we discuss, or the organizational structure we find ourselves in but on who we are and how we behave.

Brilliant, simply brilliant. And compulsory reading for all around me. Please indulge me while I am having my 'told-you-so' moment. :-)

via Brand Autopsy here and here.

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