“I Don’t Need Google, My Wife Knows Everything”: 2 Powerful Brand Lessons I Learned from My Wife

James Cuth – Brand Lessons from my Wife

They say you can’t find love in the club. Well, to make a long story short, I sure did. Seven years ago, at a club in Minneapolis, I met my wife. Now for those that are single, I do not recommend the old ‘grab a girl by the hand move’, as it can often lead to a conversation between her five fingers and your face, but lucky for me she thought I was cute and well, the rest is history. You see, being happily married is one of my greatest achievements thus far in life. Having an endless supply of unconditional love and support gives me the strength and confidence to push the boundaries of what is possible in my personal, professional, and spiritual life. As I sit in my living room drinking tea from a Father’s Day mug with the quote, “I don’t need Google, my wife knows everything” the topic for this week’s blog became apparent…

What are the top 2 brand lessons I learned from my better half?

  1. Always Tell the Truth
    • As my wife often says, “…the worst thing you can do in any relationship is lie”. It degrades trust and forces undue strain on your collective psyche. According to Tali Sharot, a neuroscientist at University College London, “…the brain responds the most to the first lie. But when untruths escalated in magnitude, the brain’s response declines.” In other words, once you lie, it is easier to continue to do so. When working on a brand, the worst lies are often not lies at all. In a race to save face, avoid managerial backlash and secure funding, half-truths are masterfully woven into beautiful presentations that can shine a bright light on the ugliest pig’s backside. The problem is, numbers don’t lie and eventually the numbers that matter (namely, revenue and volume) always catch up in the end. Find a way, to be honest about the state of your brand and create an atmosphere where truth is not only welcome but incentivized.
  1. Love is a Feeling AND a Decision
    • “Getting married is easy. However, staying married and consistently growing in your marriage is hard.” A powerful quote from my parents who are closing in on 50 years of marriage. My wife and I learned early on that marriage is both a feeling AND a decision. Both are equally important as the feeling sparks growth while the decision sustains loyalty. A wise woman once told me, “…great brands give you something to buy and buy into”. What you buy is a product that has rational benefits (I liken this to the decision). What you buy into, is the higher order emotional ground that the brand stands on (I liken this to the feeling). In marriage or as a brand leader it is imperative to constantly spark the feeling and decision of love with your partner or consumer.

Follow my blog at JamesCuth.com to receive notices when I post.

Leave a Reply

Your email address will not be published. Required fields are marked *