Dent by Hugh Macleod – Hughtrain Manifesto
Remember Why We Are Here? — To Make a Dent in the Universe
It was always Steve Jobs’ mantra: “Let’s make a dent in the universe”.
Hugh MacleodÂ incorporated it into the Hughtrain Manifesto:
â€Whatever you manufacture, somebody can make it better, faster and cheaper than you.
You do not own the molecules. They are stardust. They belong to G-d. 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 embodies, that people will buy into.
Ergo, great branding is a spiritual exercise.
Why is your brand great? Why does your brand matter? Seriously. If you donâ€™t know, then nobody else can- no advertiser, no buyer, and certainly no customer.
Itâ€™s not about merit. Itâ€™s about faith. Belief. Conviction. Courage.
Itâ€™s about why youâ€™re on this planet. To make a dent in the universe.