How you need to let your brand evolve rather than pivot.
Christmas in China is, well, weird*. Lots of lights, fake trees, fake carols and lots and lots of shopping. None of that Jesus stuff. Just a chance to consume. It’s proof that what was for much of history an esoteric idea is now truly a global, mainstream one. But if we apply this to our various StartUp ventures, the insight is that it did this by evolving. It did not lose its fundamentals, it did not pivot.
You might know this but Christmas started off as a celebration of the birth of Jesus. As simple as that. It is believed he was born around September but the celebration has always been in December. That’s because the emperor who introduced Christmas was a smart strategist and saw that the ‘easy-win’ (something we should always aim for) was a Competitor Hijack. Which meant he put it at the same date as the old world and no doubt old tech festival of Saturnalia (when we worshipped Saturn, something I endorse given how cool it looks). He gave it some new bells and whistles but maintained the bits of the old festival that people liked: the fact that people could gorge themselves and get drunk for days on end, hierarchies were forgotten and everyone went a bit mad. So nothing has changed.
Some people might be a little touchy about this next point (my mum included) but it isn’t the birth of Jesus bit that gives Christmas it’s modern power. The bit that gives this power is the bit that was added on, the bit about the three kings and gifts. This is the viral element, something that creates a dramatic network effect.
Like Twitter, etiquette has been layered around this core concept, where you are expected to behave in a certain way, which involves things like:
1. No matter how grumpy you feel you must be seen to embrace the seasonal goodwill/love-in vibe.
2. Which means that if you get, you give: presents must fill at least one room of a house.
3. No matter how wrong the present is, you must say that it’s the one thing you dreamed of.
It’s a concept that creates the conditions for it’s own stellar success. Everyone has to join in.
That’s the brilliant development in the Christmas concept. StartUp culture celebrates the pivot but this is not a pivot. In fact, it’s the opposite. It’s a creative extension of the initial concept that then goes above and beyond that concept. Rather than turn your back on the initial idea, it teaches us to delve deeper, stick by our conviction and make the idea work better by identifying an additional delivery mechanism.
This gift-giving bit wasn’t especially important until late on. In the 19th Century writers like Washington Irving and Charles Dickens, in an effort to create drama and romance around Christmas and therefore sell books, begin to celebrate the human goodwill aspect and the role of gift-giving within it. In the 20th Century a whole industry was spawned around it, to the point now where, frankly, we have to question the unhealthy degree of consumerism that now surrounds the event.
I’ve met StartUp teams who have what I’ll call Completion Bias. They expect their brand concept to be complete to begin with, to be perfect from the outset…but don’t know what perfect is so never agree to anything. They are paralysed by Completion Bias. In the real world, brands can only start with an ambition about the kind of brand they want to be and a supporting framework to help bring it to life. The more complete brand will then emerge from the confluence of this ambition and the way people respond to and connect with that brand.
So the Christmas StartUp lesson is figure out the brand now, go through the exercises to give it depth and meaning, but get it out there ASAP and accept it will evolve, that it is not complete. And like that present from your favourite Auntie, as you unwrap it, something brilliant will emerge.
* Yes, it is more nuanced than that. But I lived there for 3 years and can now confirm it is not like the west.