There are many examples in corporate communications. I B M and that is some time ago, launched a campaign called “IBM the Future” they introduced instantaneous translation. They took that space ahead of any body else and they and a host of technology companies are still working on it.
Looking at this, one could theorize that the present is a deduction from the future not only the accumulation of the past.
The driving force for this train of thought is leadership.
For only leaders see the possibilities of the future and not only the necessities for the present. In short it takes a visionary.
A product is seen as finite, as what it is. But products and services are on constant move to change and improve and wishful thinking turns into reality.
Turning this theory into pragmatic application, team up with your clients and focus on the next “new idea” communicate as a product in the pipeline, you and your clients are looking forward to.
A new plate form is established and a present value is created.
The Aspirational Margin
Every identity carries a perception different from their real existence.(like it or not)
Ideally the perception of any entity personal or business should reflect the aspiration of that identity. If the perception increases it creates expectations and the reality must follow to satisfy the perception
Such are the dynamics of the Aspirational Margin.
Chart. 2. Perception/Reality
If the margin between perception and reality gets too wide the identity is overvalued and in danger of collapsing.
Chart.3. Perception/Reality. Overvalued.
There are many examples in the corporate graveyards.
IBM lost his high- tech franchise ignoring innovations of the start ups. Their share price and brand equity diminished.
In the opposite, if the margin between reality and perception increases where the the reality is way above the perception. Then the company is undervalued.
Chart.4. Perception/Reality. Undervalued
One example is Corning Glass with their perception as a mass manufacturer of glasses and plates.
But Corning Glass invented fiber optics a paradigm change in the telecom industry generating huge revenues. Wall Street took notice.
Chart. 5. Perception/Reality. The ideal Aspirational Margin.
It is prudent to have your Aspirational Margin in site. Instead just to manage reality and take the perception for granted.
It much more efficient to drive the perception and have the reality follow.
Do,your owns research: Ask collaborators on your company to drawn the Perception vs. Reality chart. Ask you clients to do the same. It will be a surprise because everyone will have a different take.
Reason to to do get going!