Rob Croxford is a local government specialist who assists and advises clients to deliver the right services at the optimal costs because he believes this is the key to improving community satisfaction levels.
The manifesto word cloud sets out what Croxford Consulting stands for.
“I believe that your communities deserve to receive excellent local government services.”
Suzanne Mercier is a Sydney-based coach,
author and speaker. She works with business owners,
entrepreneurs and leaders to help them recognise and develop their potential. She
is considered to be Australia’s expert on identifying and moving beyond
limiting mindsets including the Imposter Syndrome … a key barrier to
Disclaimer: I helped Suzanne create this
manifesto as part of my coaching services.
Suzanne offers a Purposeful
Coaching Program and her manifesto highlights the importance and key principles
of purpose for all people in business.
Purpose gets us out of bed in the morning. Purpose allows us to find meaning even in the face of life’s challenges. Purpose helps us live longer and happier lives. Purpose is about making a difference and leaving a legacy.
is NOT a bandaid
Purpose is not something you add into the mix. Purpose is an organising principle – the central tenet of your business upon which all other business goals and levers are based.
Purpose is the only path to sustainable business success
Profit is necessary for sustainability. But profit isn’t the reason we’re in business. We need to breathe to stay alive. But we don’t exist to breathe. Focus on profit leads to short-term decisions with longer term consequences. Purpose emotionally engages stakeholders at a deeper level, inspiring them to make their own unique contribution. Purpose reframes barriers as challenges, not stop signs.
Purpose multiplies Profit
It provides authenticity, clarity, focus and a filter for business decisions. Purpose delivers the highest influence on employee engagement, increasing bottom line. Purpose is the key principle to align all goals and inspired actions within the business, maximising impact and profit.
Purpose is certain in an uncertain world
Purpose is a fundamental truth for your business. It is the foundation NOT a bandaid slapped over existing elements of your business model. Purpose holds true in dynamic business environments, although its expression and delivery may change. Purpose provides the foundation for both evaluation and recalibration in the face of significant change.
Purpose inspires your brand
Purpose is an expression of the service you are dedicated to providing to others including clients. The best brand positioning provides a strong emotional connection. Finding your Purpose naturally guides development of your value proposition.
The six points of this manifesto present a
clear and simple statement of why purpose in business is important.
This is a crucial point for business people
presenting their ideas to the marketplace: you need to make it really clear why
your clients need what you offer.
And I don’t mean: sell, sell, sell.
Instead, through your manifesto you can educate your audience about what they
might need in their business. In this case, Suzanne believes every business
The six statements claim this space well.
The first is strong, clear and definitive:
purpose is everything. In other words, without purpose you have nothing. That’s
Also, I like that they are a mixture of
Sure, they all start with the word ‘purpose’
– this gives a consistent rhythm to the message. Most are only 3-5 words in
length – short, sharp declarations.
There is also a ‘not’ statement here: ‘Purpose
is NOT a bandaid’. When you’re dealing with something that everyone knows something
about (eg purpose), you need to be strong and clear about what you believe it
is and what you believe it is not.
This is part of claiming your territory and
leading people through you view of the world.
Studio Co-creative is a Canadian based
‘anti-marketing marketing agency’. Robyn Hounjet is the Founder and CEO,
Mikayla Grace is the Creative Director and COO, and Lexie the Westie is their
“We believe that the best brands are built
from the soul up.” That’s the slogan for Studio Co-creative and this sums up
the purpose behind their manifesto.
Everywhere you look, you’re seeing the product of
marketing. In a world where you’re constantly encouraged to buy more, we
believe there is a new way, a way that’s rooted in connection and
Entrepreneurs are faced with an interesting challenge
in today’s technology-based world. It’s never been easier to create a business,
but all of the tools and platforms that we have access to can be overwhelming.
There’s always a new trend, a new strategy, a new tip to try.
Heart-centred entrepreneurs have an even harder
challenge to overcome. How do we allow our gifts – our light – to translate
into the online sphere? How do we balance traditional “marketing
strategy” with nontraditional business?
We won’t argue that mainstream marketing strategies
work. But even with the most technically perfect strategy, if it doesn’t
resonate with the heart and soul of your business – let’s find a different way.
Through being more real, less perfect, more relatable and approachable, we find
our purpose and impact.
We believe in energy. vibration. resonance. We believe
in what we call the lighthouse effect: your tribe will
arrive in your harbour, so long as you are authentically shining your light.
And ultimately, we believe in co-creation (in case you couldn’t tell).
Co-creation means not only collaborating with each other and others to help you
shine, but also co-conspiring, if you will, with forces seen and unseen. The
earth. The cosmos. The seasons and cycles. The true source of inspiration.
So, what does this mean for you? It means that we
want to uncover the best and truest version of your brand. The best and truest
version of you. Chisel it away, polish it up, and put it out in the
world so that those who need you can find you.
We won’t promise you perfect, but we can promise you
beauty. Because beauty is found in truth. In purpose. In service. And in great
are an anti-marketing marketing agency.
We are the ones who do things differently.
We are inspired and we are inspiring.
We are spiritual AND bad-ass.
We are beauty-makers and visionaries. We are co.creative.
While this is a good manifesto, my feeling
is that it’s merely a starting point for an ongoing deeper exploration of the
issues facing marketing today.
It starts with the bold statement of being
‘the anti-marketing marketing agency’. Being the ‘not-this’ in your category is
a useful starting point but only until that new alternative emerges. What is
the new thing that replaces that old one?
The classic example is the ‘horseless
carriage’, which was an early term for the ‘motorcar’ or ‘motor carriage’. It
describes the new thing in words that reflect the old thing. Now it is simple ‘a
car’ and has nothing in the name to hint of its evolution from horses.
I’d love to know what the new marketing
agency is – the one that goes beyond current thinking. An anti-marketing agency
simply suggests something has begun but we’re not sure what that new thing is
There are some strong clues though in the
Co-creation manifesto. Their tag line “the best brands are built from the soul
up” offers three potential ideas:
A soul-marketing agency
A soul-branding agency
Or simply, a soul agency.
These ideas start to present a new concept
– a new something. They are not simply ‘an anti-marketing agency’.
Another option is a ‘Co-creation Agency’. What
would that look like if we took it all the way to its likely conclusion? It
doesn’t speak marketing but it does say, ‘we work differently’.
I also love the ‘lighthouse effect’ concept
– How about ‘a lighthouse agency’. What would that look like?
One of my benchmarks for a good new idea is
to be able to say your concept to people and create intrigue and interest.
If we were at a networking event and I told
you that I run ‘a lighthouse agency’, your curiosity would almost definitely be
piqued and you would simply have to ask ‘what is that?’ Tell me more… thus
A crucial part of all manifestos is the new
context you are creating and sometimes this takes courage and boldness to claim
it, name it and declare it: this is that new thing.
Yvonne Rainer’s No Manifesto is a very clear ‘anti-manifesto’. It provides very clear examples of what to do instead of the traditional dance moves.
The earliest known laws of cricket were
created in 1744 but not actually printed until 1755 by members of the London
The Marleybone Cricket Club (MCC) was
founded in 1787 and a year later presented what is now adopted as the modern
laws of cricket. They called it ‘The Law of the Noble Game of Cricket’. Many
updates and revisions have been adopted since.
The MCC remain the custodians of the Laws
of Cricket and are responsible for the debating, decision making and drafting
of the Laws.
The laws of cricket define how the game of
cricket shall be played.
There are 42 Laws of Cricket. Many are
quite detailed. Here are the headings for the 42 Laws:
The players (how many people
The umpires (the people who
apply the laws)
Preparation and maintenance of
the playing area
Covering the pitch
Start of play; cessation of
Declaration and forfeiture
Bye and Leg Bye
Fielders absence; Substitutes
Batsman’s innings; Runners
Practice on the field
The wicket is down
Batsman out of his/her ground
Hit the ball twice
Leg before wicket
Obstructing the field
There are also five appendices that provide
further details to the rules.
Sister Mary Corita Kent was an American
Catholic religious sister, artist and educator.
Note: While this manifesto is attributed to
musician John Cage, Brain Pickings suggests it originated with Sister Corita
Corita Kent created the manifesto as part
of a class project. It later became the official rules of the art department at
LA’s Immaculate Heart Convent and was popularized later by Cage.
RULE ONE: Find a place
you trust, and then try trusting it for awhile.
RULE TWO: General
duties of a student — pull everything out of your teacher; pull everything out
of your fellow students.
RULE THREE: General
duties of a teacher — pull everything out of your students.
RULE FOUR: Consider
everything an experiment.
RULE FIVE: Be
self-disciplined — this means finding someone wise or smart and choosing to
follow them. To be disciplined is to follow in a good way. To be
self-disciplined is to follow in a better way.
RULE SIX: Nothing is a
mistake. There’s no win and no fail, there’s only make.
RULE SEVEN: The only
rule is work. If you work it will lead to something. It’s the people who do all
of the work all of the time who eventually catch on to things.
RULE EIGHT: Don’t try
to create and analyze at the same time. They’re different processes.
RULE NINE: Be happy
whenever you can manage it. Enjoy yourself. It’s lighter than you think.
RULE TEN: “We’re
breaking all the rules. Even our own rules. And how do we do that? By leaving
plenty of room for X quantities.” (John Cage)
HINTS: Always be
around. Come or go to everything. Always go to classes. Read anything you can
get your hands on. Look at movies carefully, often. Save everything — it might
come in handy later.
It took a while for me to track down the
true source of this manifesto. While it has John Cage’s name on it both in the
title and in Rule #10, surprisingly he is not the originator.
This points to how things evolve as they
are created and shared. From the humble beginnings as a class project, it was
adopted by the school itself and then shared more widely when a renowned figure
like John Cage becomes involved.
This manifesto also shows the variation
possible in a set of rules. They are mostly not specific rules like ‘no running’
that is common at a public swimming pool.
Instead, it has a set of more general
guidelines such as (my favourite) “consider everything an experiment”.
This reflects the different tight (no
running) or loose (experiments) rules that you can have in your manifesto.
I like to think of this as flavours – you can
have a spicy or sweet meal and a tight or loose set of rules.
Don Miguel Ruis is the author of The Four
Agreements: A Practical Guide to Personal Freedom. This book has sold more than
8 million copies in the US and has been translated into 46 languages worldwide.
Based on ancient Toltec wisdom, the Four
Agreements offers a code of conduct to help you transform your life and bring
happiness and love. These agreements are the ones we make with ourselves, with
others, with God and with life itself.
1 Be impeccable with your word The most important and most difficult agreement to honor – Choose your words carefully and be responsible for what you say.
2 Don’t take anything personally This agreement helps to limit the impact of hurtful treatment by others in life.
3 Don’t make assumptions Instead of assuming what you belief, ask questions to avoid suffering.
4 Always do your best Bring the first three agreements together to live to your full potential.
The Five Pillars of Islam are an adopted
set of practices and beliefs that evolved over many years. While they are
alluded to in the Quran, it is believed they were not formally in place during
the lifetime of the Prophet Muhammad.
The Five Pillars are the ritual obligations
for living a Muslim life. They are considered to be the duties of a Muslim.
While the Sunni and Shia agree on the
essential details for the performance and practice of these acts, the Shia to
do not refer to them by the same name. (Wikipedia).
The first pillar is Shahada
or the expression and declaration of faith. This is said five times a day
during prayer. Muslims recite: “There is no god but God, and Muhammad is
the Messenger of God”.
The second pillar is Salat
or prayer. Five times a day a Muslim faces Mecca and performs a physical type
of prayer known as a prostration which involves having the forehead, nose, both
hands, knees and all toes touching the ground together. The prayer includes
silent or spoken versus from the Quran.
The third pillar is Zakat
or alms giving to charity. Muslims give a certain amount of their income to
support the Islamic community. This is a purification process that acknowledges
that all things belong to God.
The fourth pillar is
Sawm or fasting. Ramadam is the holy month in the Islamic calendar and is when
fasting takes place. A Muslim fasts between sunrise and sunset and it includes
abstaining from food, sex and smoking. The purpose is to remind Muslims that
all individuals equally need the assistance of Allah.
The fifth pillar is
Hajj or pilgrimage. At some point during one’s life, a Muslim is expected to
travel to Mecca during the 12th month of the lunar cycle. The hajj
is to express your devotion to God.
This manifesto reinforces this viewpoint
with a series of rituals – practices with meaning.
While the Quran is the written form of
Islam, it is through these practices that Muslims are able to live their faith.
Each of the five pillars has a specific
meaning that link the action to a celebration of their faith.
Notably, it starts with a five times daily
declaration of your faith through Shahada. You might like to compare this to
forming a daily habit – practicing it regularly builds the emotional and neurological
The Five Pillars also has rituals expressed
in different timeframes in different ways. For instance, Shahada is daily,
Ramadam is once a year and the pilgrimage to Mecca is once in a lifetime.
Michael Pollan is an American journalist
and author who explores the intersection between nature and culture. He has
written widely on the food we eat.
Several of his books have been turned into
TV shows, including the Netflix documentary Cooked.
“Eating in our time has become complicated
– needlessly so, in my opinion.
…But, for all the scientific and
pseudo-scientific food baggage we’ve taken on in recent years, we still don’t
know what we should be eating.
…A few years ago, feeling as confused as
everyone else, I set out to get to the bottom of a simple question: what should
I eat? I’m not a nutrition expert or a scientist, just a curious journalist
hoping to answer a straightforward question for myself and my family.
…The selection of food rules below are less
about the theory, history and science of eating than about our daily lives and
practice. They are personal policies, designed to help you eat real food in
moderation and, by doing so, substantially to get off the western diet. I
deliberately avoid the vocabulary of nutrition or biochemistry, though in most
cases there is scientific research to back them up.”
“There are basically two important things
you need to know about the links between diet and health, two facts that are
not in dispute. All the contending parties in the nutrition wars agree on them.
And these facts are sturdy enough that we can build a sensible diet upon them.
The first is that populations that eat a
so-called western diet – generally defined as a diet consisting of lots of
processed foods and meat, lots of added fat and sugar, lots of refined grains,
lots of everything except vegetables, fruits and wholegrains – invariably
suffer from high rates of the so-called Western diseases: obesity, type 2
diabetes. Eighty per cent of the cardiovascular diseases and more than a third
of all cancers can be linked to this diet.
Secondly, there is no single ideal human
diet; the human omnivore is exquisitely adapted to a wide range of different
foods. And there is a third, very hopeful fact that flows from these two:
people who get off the western diet see dramatic improvements in their health.”
Eat only foods that will
Eat foods made from ingredients
that you can picture in their raw state or growing in nature.
Get out of the supermarket
whenever you can.
Eat only foods that have been
cooked by humans. (not corporations)
Eat mostly plants, especially
Treat meat as a flavouring or
special occasion food.
“Eating what stands on one leg [mushrooms and plant foods] is better than eating what stands on two legs [fowl], which is better than eating that which stands on four legs [cows, pigs, and other mammals].” (Chinese Proverb)
Eat your colours.
Eat animals that have
themselves eaten well.
Sweeten and salt your food
“The whiter the bread, the
sooner you’ll be dead.”
This is a beautiful example of a rules
based manifesto with the two most important parts on clear display.
First, the context: what should I eat? (I probably would have called this the ‘What should I eat?’ manifesto)
Second, the rules: 15 personal policies
that Pollan offers.
What I particularly like here are the word choices in the rules. They are casual and informal which make this manifesto accessible and they support the view that he is not trying to present science, theory or history – instead something practical. They are also a healthy mix of clarity and intrigue.
Some rules are very clear:
Get out of the supermarket
whenever you can.
Stop eating before you’re full.
Break the rules once in a
Others force you to stop, think and ask:
what does he mean by that? For instance:
Eat only foods that will
Eat foods made from ingredients
that you can picture in their raw state or growing in nature.
Eat your colours.
While the goal in this second group is to prompt
engagement, the true test here is: once they are explained, do they add value?
Are they easily understood and applied?
For example, ‘eat your colours’. As soon as
you know that Pollan is talking about eating a wide range of fruits and
vegetables that come in a wide range of colours, this becomes a clear, obvious
and easy rule to use in your daily life.
Microsoft is a US based international
technology company that produces both software and hardware. They are best
known for their Microsoft Office software suite, Xbox video game consoles and
the Microsoft Surface touchscreen computers.
“The scientific consensus is clear. The world confronts an urgent carbon problem. The carbon in our atmosphere has created a blanket of gas that traps heat and is changing the world’s climate. Already, the planet’s temperature has risen by 1 degree centigrade. If we don’t curb emissions, and temperatures continue to climb, science tells us that the results will be catastrophic.”
While the world will need to reach net
zero, those of us who can afford to move faster and go further should do so.
That’s why today we are announcing an ambitious goal and a new plan to reduce
and ultimately remove Microsoft’s carbon footprint.
By 2030 Microsoft will be carbon
negative, and by 2050 Microsoft will remove from the environment all the carbon
the company has emitted either directly or by electrical consumption since it
was founded in 1975.
We recognize that progress requires not
just a bold goal but a detailed plan. As described below, we are launching
today an aggressive program to cut our carbon emissions by more than half by
2030, both for our direct emissions and for our entire supply and value chain.
We will fund this in part by expanding our internal carbon fee, in place since
2012 and increased last year, to start charging not only our direct emissions,
but those from our supply and value chains.
Taking a Principled Approach
Whenever we take on a new and complex societal
issue, we strive first to learn and then to define a principled approach to
guide our efforts. This has been fundamental to our work around the protection
of privacy and the ethical development of artificial intelligence, and it’s the
approach we’re taking to pursue our aggressive carbon goals as well. We’ve
concluded that seven principles, or elements, will be vital as we continually
innovate and take additional steps on an ongoing basis.
Grounding in science and math. We
will continually ground our work in the best available science and most
accurate math, as we describe further below.
Taking responsibility for our carbon footprint. We
will take responsibility for all our emissions, so by 2030 we can cut them by
more than half and remove more carbon than we emit each year.
Investing for new carbon reduction and removal technology. We
will deploy $1 billion of our own capital in a new Climate Innovation Fund to
accelerate the development of carbon reduction and removal technologies that
will help us and the world become carbon negative.
Empowering customers around the world.
Perhaps most importantly, we will develop and deploy digital technology to help
our suppliers and customers reduce their carbon footprints.
Ensuring effective transparency. We
will publish an annual Environmental Sustainability Report that provides
transparency on our progress, based on strong global reporting standards.
Using our voice on carbon-related public policy issues. We
will support new public policy initiatives to accelerate carbon reduction and
Enlisting our employees. We
recognize that our employees will be our biggest asset in advancing innovation,
and we will create new opportunities to enable them to contribute to our
This is a great example of a manifesto in
action – and a good model to follow.
It starts with the motivation: “The world
confronts an urgent carbon problem.”
Next is the declaration that says – this is
what we are going to do about this: “By 2030 Microsoft will
be carbon negative.”
Then to turn the idea into a plan,
Microsoft have identified 7 key principles to follow.
The principles are the strategy for how
Microsoft will become carbon negative by 2030.
This includes the key point of who is going
to be involved here and what we need to do to engage and support them – empower
customers, enlist employees and importantly use their voice to lead the
Finally, they point to big opportunity as
impacting their entire supply chain. It’s not just a ‘we’ll look after our own
backyard’ approach. Instead, it’s a holistic and ultimately collaborative
The Museum of Contemporary Art Australia
(MCA) is Australia’s leading
museum dedicated to exhibiting, collecting and interpreting the work of today’s
“We celebrate the work
of living artists, bringing exceptional exhibitions of international and
Australian art to as many people as possible – welcoming over a million
visitors each year – in the belief that art is for everyone.”
Contemporary art matters. It stimulates the
imagination, creatively engages our senses and has the power to transform
Our vision is to make contemporary art and
ideas widely accessible to a range of audiences through the presentation of a
diverse program of exhibitions and special events, both onsite and offsite.
From major thematic exhibitions and solo surveys of established artists, to new
work by emerging artists, touring exhibitions and community-led projects
through C3West, we strive to cover the range and diversity of contemporary art.
Our creative learning
manifesto is a set of values and concepts that guide the development and
delivery of all learning programs that we offer.
Art is for everyone Art does not discriminate. Art reaches beyond age, ability, experience, education, gender, culture and language.
Artists at the heart Artists are experts in their field. When it comes to imagination, risk-taking, skills and ideas, an artist’s practice makes a remarkable model for creative learning.
Look and think in new ways Artists invite us to be creative and critical thinkers, to understand art, ourselves and our world in exciting new ways.
Colour outside the lines Contemporary art gives us an opportunity to step outside of our comfort zone, to rethink the rules, take risks and imagine the impossible.
Play with process over product Art-making is a space for playing and experimenting with materials, techniques, ideas and possibilities. The process itself can be more engaging than the final outcome.
Bring your own story, take fresh meaning Everyone brings their own story to art, making connections to their own life experience.