I asked him what he would suggest to the founder of my brand – what they should fix? Timothy recommends starting with what is working, and what is being done really well. And one of those things, according to Timothy, is the CTO newsletter. He actually reads it because it provides great insight and content to its members. So the first thing that is working is the brand representation: it is authentic because the brand is well represented. So he recommends building on that, and making it fun.
Next I asked him what CTO types need to do to promote their branding? He suggests starting with the question: Where does branding come from? Why is there a need for it?
Branding came out of propaganda so the very idea of branding was about triggering and engineering desire. Woodrow Wilson hired Sigmund Freud’s nephew, Edward Bernays, who was a master at propaganda. Wilson told Bernays he wanted him to trick the world into thinking the U.S. was going to war to spread democracy, and not to spread the U.S.’s own self-interests.
Wilson, Bernays and their team were successful in their efforts. In fact, they were so successful that Hitler took notice. He used their strategies to convince his people that Jews were bad. Clearly, these strategies are powerful (scarily so).
To bring this back to the original point, tricking people into wanting something they don’t even know they want is not the makeup of a technology person. The inherent design around the work of a technology person is they are needed, so why should they try to trick anyone into liking or wanting them? They shouldn’t and they don’t need to!
The fundamental idea and the foundational principles of a technology person is you need me.
So there is an inherent reluctance on the part of a CTO or other technology leader to “spin stories”. Timothy goes on to share the evolving role of a technology person before we discuss the impact technology has on our brains as well as the latest trends in that area.
Hear those topics and more on this fascinating and fun episode of CTO Studio!