As Mike says in the class, the OST is something you want to define for your brand, otherwise the market will create one for you. One that you clearly don’t have control over. This is a way of preemptively designing how your brand will be thought of. The core of our aspirations, if you will. To test if it conveyed our mission properly, we consulted many internal and external contacts of the organization. We didn’t test individual keywords extensively, we just defined the language we wanted people to use to describe us, and made sure it was easily conveyed.

How did you test the One Simple Thing statement?

Thank you so much for the kind words, I’m glad the framework helped. We’re doing another one at , feel free to stop by and tell your story as part of it.

Great job on this, textbook execution. And thanks again for the props.