Why do winning brands focus on enduring constants within instead of uncontrollable variables outside?

“The ultimate purpose of life, mind, and human striving: to deploy energy and information to fight back the tide of entropy (disorder) and carve out refuges of beneficial order.” — Steven Pinker

Organisms most likely to survive are often those with the most clever control of entropy (disorder) generation. Well, we have finite energy and that finite energy is split into doing so many things. Things that are very important to things that could have been avoided.

The second law of thermodynamics states that the entropy of any isolated system will always increase over time. Most energy is spent battling the ever-increasing Entropy- the chaos, disturbance, noise, and uncertainty- engulfing you? If most energy is spent or wasted in battling entropy, chaos, or reducing noise where would you have the energy to create something enduring and worthwhile. So it’s worthwhile to look at reducing entropy.

This entropy drives a myopic Culture of impatience, impermanence, and instant gratification. It permeates deep within our culture and it is perpetuated by people, and practices. We succumb to the continuous barrage of competitive impulses and drain tremendous amounts of time, money, and effort by waging competitive wars. Rising entropy takes over and we eventually tap out having lost the will or the resources required to keep going.

“Illusion is inevitable without self-knowledge.” J. Krishnamurti

Another big reason for entropy is we are obsessed with (excessive)competitive benchmarks or fickle variables outside of them contrary to these, brands that are built on their Positive Valence- the authentic, inherent, and positively inspiring strengths that are fundamental to your DNA; Brands that embody what humans Value (9values) and represent a Culture that your Customers would proudly imbibe; Brands that serve a larger, impelling Purpose, have unprecedented customer loyalty and spend less on competitive frenzy. These brands are less entropic and are positive…..Over time they are far more successful and profitable….

Brands who shift their focus from frenzy or correction to creation, would enhance life, and not compete to add to the chaos that exists; saving them millions of dollars spent on arresting migration and competing. Brands that deliver a strong triple bottom line of people, planet, and subject-oriented products, are the Brands that command the deepest level of trust, and the highest order of loyalty.

Sounds exciting, doesn’t it? It all starts with pressing pause and distancing yourself from the Entropy. It requires you to shift your focus from the uncontrollable variables outside to the enduring constants within; To relook and redefine your brand thoroughly from the inside out.