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BRAND GUIDE

DO WORK THAT MATTERS™

 

Preface:

When we sat down to write this, the main goal was to set down some guidelines for how to use the logo and name, but we were in the process of a rebrand and we were going through hundreds (literally) of possible names and directions.* The only thing we could talk about was the philosophy of the little company we were building. Our little company that is filled with optimism and possibly some delusions of grandeur. We think we can fix a lot of what’s wrong with organizations today and that is what this brand guide is about, optimism. We don’t have all of the answers but humans do and we want to empower humans inside of organizations.

This guide will hopefully help you to understand our guiding principles and philosophy and how you can help us achieve our goals. Without you, we will never be able to achieve them--so thanks for being here and being on the team. This guide should represent all of us so if you want to add or remove, please do. This is a living document that will guide us in the right direction as Mighty grows, develops, and evolves.

Our brand is much more than our logo, the color choices we make, how we write, or any of the ways we may present ourselves. Those things are all influenced and informed by our brand. Our brand is who we are and how we are perceived and it’s ultimately controlled by customers, and not by us. It is more than how we look, it’s the relationship with our customers. Confusing brand identity with our logo or our color scheme gets in the way of discovering new value in that relationship. All of the things we create as well as all of the interactions we have with our customers influence that relationship and create our brand.

*if you want to give Matt PTSD, just bring this exercise up to him.


In this guide we will outline:

Part 1. Values & Character

  • Hope

  • Goodness

  • Curiosity

  • Craftsmanship

  • Authenticity

  • What is Negotiable

  • Evolutionary Organization

  • Differentiation

  • Position

  • Promise

  • Brand Story

Part 2. Expression

  • Logo

  • Visual Language

  • Usage

  • Tone of Voice


PART 1. Values & Character

Hope:

As we talked about what defines us as a company the most common theme and the idea we felt the most strongly about was hope. We believe that there are better ways to work and better ways to structure an organization. We also have the audacity to think we can change these things. This is the real reason we are here; not for a big payday (of course also believe in payday). We are here to do work that matters. Work that aligns with our principles and hopefully creates a successful company in the process.

We believe there is a better path and we can traverse it. We are optimistic and believe that we can make a difference. There is truth out there that can make the world of work better and we seek after this truth.

We could probably go on but this is getting cheesy and bordering on braggadocious. But you get the picture: we are hopeful a.f.

Goodness:

Mighty is an organization with human values. In order for humans to thrive inside of the machinery of organizations there needs to be some adjustments to capitalism, the status quo of today's organizations is hurting society. Organizations need to value human beings over ideas, over money, over process.

People are awesome.

Brilliant ideas are great and all, but people are ultimately more important than ideas because ideas come from people. Getting the right people and the right chemistry is more important than getting the right idea. If you give a brilliant idea to a mediocre team, they will screw it up. If you give a mediocre idea to a brilliant team they will either fix it or throw it away and come up with something better.

Fulfillment doesn’t come from money. Money is important up until a certain point where all basic needs are met but it is not a good motivating strategy after that point. Yet organizations still use pay raises and monetary bonuses as a main motivator.

We strive to help companies become places where humans can find a path where their abilities can function at their maximum efficiency in the direction of their goals. Finding that path is what leads a person to find their purpose. Too often in companies today there is a prescribed path to success and once you step onto a path it is extremely hard to change. If, in a person’s current organization, he or she has a path (or 2 if they are lucky) laid out in front of them and that is not the path they want to walk what choice do they have but to look outside of work for fulfillment.

People need meaningful work to find fulfillment. If an individual can find meaningful work inside of an organization, their interests will be in symbiosis and they will derive value from each other.

People aren’t a commodity.

Org structures are a machine built for a specific purpose to repeat a specific process. That process, however efficient, treats people as a part of the machine. People are merely a step in the process and when there is no meaning placed on them except as they achieve the machines goal, they don’t find purpose

Having a place to work that is fulfilling is so important because people spend so much time at work. Attrition is caused because people are searching for this purpose and when it is not found where they work they must look elsewhere.

When employees are fulfilled and allowed to grow to their potential, the company benefits as well. It lessens attrition, allows for innovation, and creates an organic evolving organization that withstands disruption.

The organic and evolving organization is able to adapt to conditions, follow human values, create good in the world and align the company's economy with the values of the  people inside of them. The next evolution has to be this alignment with economics, organizations and human value.

We want to create a safe place for people to be curious and discover their purpose. We are curious, seeking for truth, honest, sincere. We want humans to be able to play and enjoy what they are doing. Give them places to explore without fear.

All people are valuable.

We are inclusive and value what makes us different. Not only is it the right thing to do, it also helps to make companies better. We believe people pulling together creates value. When networks are strengthened and cross all demographic boundaries great things can happen. Diverse teams have better ideas and create better products.

Curiosity:

We want people to discover their purpose. We are curious, seeking for truth, honest, sincere. We want humans to be able to play and enjoy what they are doing. Give them places to explore without fear.

One of our biggest drivers is to solve problems for humans. We can’t do this without always looking for new ways to help people. We believe in the principles of design thinking. We are designing products for people and to do that we need a deep understanding the people we are designing for.

We are all about building a deep empathy with our customers and creating innovative and new solutions and sharing them with the world. We hope to craft thoughtful and helpful solutions for people through this understanding and social innovation.

Craftsmanship:

Delight in the details. We care so much about what we are working on that we think about every single detail. This is where we bring magic into things.

I am creating something real and material. It has an old school connotation to it. You are the master of the means of your production. We are individuals creating things that are extensions of ourselves.

We do work that matters. We harness complex ideas into usable and elegant software with modern and future technologies. The way in which you do the things you do.

Bottoms up vs. top down. Home grown solutions will die as soon as they leave. The other solutions that just tell you how much. The benefit comes from our singular focus on data and translating that data into action. Skills profile companies track and build skill profiles and that is nothing if you don’t turn that into action. If you re doing wikis you are action oriented but that is so uninformed. We are combining the intelligence with the action.

Excellence. Execution.

Passion

Creativity

Magic

Ambiguity

“Rather than the negative connotation of ambiguity as a form of vagueness, I have a positive interpretation of ambiguity, intended as a plurality of meanings, or the ability of conferring to an object or a design, the possibility of being read in different ways - each one complementary to the other to enrich the subject and give more depth.

We often use this device to enhance the expression of the design and we treasure the end results. However, one has to be cautious in playing with ambiguity because if not well measured it can backfire with unpleasant results. Contradiction can sometimes reinforce ambiguity, but more often it is a sign of discontinuity and lack of control.

Ambiguity and contradiction can enrich a project but can equally sink the end results. Therefore, great caution is recommended in using these spices.”

We make magic by organizing mystery, delight, and surprise. Everything is designed and well thought out, details that are unexpected, delightful and surprising

“The attention to details requires discipline. There is no room for sloppiness, for carelessness, for procrastination. Every detail is important because the end result is the sum of all the details involved in the creative process no matter what we are doing. There are no hierarchies when it comes to quality. Quality is there or is not there, and if is not there we have lost our time. It is a commitment and a continuously painstaking effort of the creative process to which we should abide.

That is Discipline and without it there is no good design, regardless of its style. Discipline is a set of self imposed rules, parameters within which we operate. It is a bag of tools that allows us to design in a consistent manner from beginning to end. Discipline is also an attitude that provides us with the capacity of controlling our creative work so that it has continuity of intent throughout rather than fragmentation. Design without discipline is anarchy, an exercise of irresponsibility.”

Authenticity:

Being authentic has two facets: Honesty and Craftsmanship. We don’t aim to deceive and strive for authentic interactions, both within our app and with all of our interactions with our customers.

We are honest to those around us and also honest to ourselves. There is a level of vulnerability.

We care so much about what we are working on that we think about every single detail. This is where we bring magic into things. Even though our product is software, we are creating something real and material. This has an old school connotation to it. You are the master of the means of your production. We are individuals creating things that are extensions of ourselves.

We do work that matters. We harness complex ideas into usable and elegant software. We are intentional in how we design and build things. Our solutions aren’t to drive usage or create addictions but to create value. We are trying to make something that helps people be more fulfilled at work while at the same time giving managers the tools they need to be better managers. With this focus we know we must create beautiful solutions.

We make magic by organizing mystery, delight, and surprise. Everything is designed and well thought out, details that are unexpected, delightful and surprising.

Attention to details requires discipline. There is no room for sloppiness, for carelessness, for procrastination. Every detail is important because the end result is the sum of all the details involved in our process no matter what we are doing. We strive for quality and even though we are moving fast. If quality is absent we are wasting our time.

What is negotiable:

  • The solution can always change as we see the problem more clearly and hire people who come up with better solutions

  • We are flexible on how we solve these problems (We will always ask if something meets our values before we build it)

What is not negotiable:

  • We would never do something that empowers an organization to hurt their employees

  • We exist for the betterment of the employee

  • We would never be a platform to help find people to fire, only to find people who need help improving

  • We would never build product to help a company exploit people

  • Work that matters helps the individual first and by extension the organization

  • The individual comes first. We try to make their work lives better

  • We won’t do anything dishonest

Evolutionary Organization:

Our goal is to help people learn who they are and become more valuable to their organizations. For evolution to occur there has to be freedom to evolve. People need to be free to discover what drives them and have freedom to develop. Right now most organizations are unable to change because this type of structure doesn’t exist. People are held back and they feel stuck. By holding people back, imbalances are created.

Differentiation:

We have a point of view and incentivize certain kinds of behaviors. We have an opinion on how organizations should be run and how leaders should act and our perspective informs our product. It is all founded in our philosophy.

We have a lot of data and research about human nature. We are experts.

*(ADD RESEARCH AND DATA)

Position:

I go to Mighty to find work that matters to me

Community and belonging. Finding enjoyment, through effort. Pulling Mighty things together. Variable reward of discovering things about yourself

Discover->Flow->Actualize (The evolutionary process of the product)

You are evolving to a better you through exploration and play

Discover what matters to me. Find myself. It was covered and now it’s uncovered. There weren’t systems in place.

Where I go to discover

Promise:

When companies invest in their people their people become invested in the company. We help people teams and organizations impact. Individuals learn and develop, do work that matters which in turn impacts the company. We make companies more valuable by making individuals more agile and impactful and able to discover who they are and what drives them.

If companies and people want to change course, we give them tools to help.

We help retain, develop, and engage top talent

Mighty helps you build a more agile and engaged workforce that disrupts instead of being disrupted.

We promise opportunity to individuals

We aren’t adding more work to what people are already doing, we are letting them do work the way work should be done.

What we are doing is new. It’s a novel approach that is solving an age old problem. We intrinsically believe that having a great place to work is possible and should be a goal of every business.

We genuinely believe in this.

We are as mission driven as much as the market opportunity

We are motivated by change. We want to achieve a social end and make the world a better place. Helping people to work that matters is the reason for us to exist. We care about this problem enough to create this product and sacrifice our time.

We believe that  are doing work that matters or there is no reason we would be doing this.

First we have to assemble a great team that is philosophically aligned. Brings a diverse set of skill sets and culture and thinking. We have to create the org that can evolve. We want to create a great company for ourselves. Our product is an extension of ourselves. You can’t separate a person from their work.

It is the combination of our team’s perspectives and listening really effectively to our customers and putting that into the product.

One of the promises of Mighty is this new dimension of performance. The modern business world demands it. We are going to struggle with the same issues as other organizations and we will learn how we overcome them and learn from them. Hopefully we can build that into our brand, our product and our business.

We are creating products and tools to take the old machinery of business and create evolutionary organizations.

Brand Story:

The doorway to the land of mysteries

Mightybot is the helper

The hero is in the shatterzone, they have become aware that there is something wrong. They know they are in this place where things are wrong  a state of disconnection. They see the challenge of disruption, market share loss, attrition,

Appointment of the sage. Where Mighty comes in.

Crossing into the unfamiliar> We use fomo, normalization, legitimacy. We socially engineer the normalization of this behavior. Education/use influencers within the company and have advocates within the company. Have someone within the company to answer questions.

Map the road to change.

Guiding people through on-boarding.

We need to open up a new world of possibilities for Managers. Moving from manager to a leader and a hero to the people who report to them.

go to Part 2.