Lululemon Athletica

Lululemon Athletica Manifesto

Creator: Lululemon Athletica
Purpose: A set of phrases that guides the culture of the organisation.

Manifesto

Selected Manifesto extract…

•    Do one thing a day that scares you.
•    Life is full of setbacks. Success is determined by how you handle setbacks.
•    Your outlook on life is a direct reflection of how much you like yourself.
•    Stress is related to 99% of all illness.
•    Jealousy works the opposite way you want it to.
•    Friends are more important than money.
•    Living in the moment could be the meaning of life.
•    Visualize your eventual demise. It can have an amazing effect on how you live for the moment.
•    Practice yoga so you can remain active in physical sports as you age.
•    Dance, sing, floss and travel.
•    Children are the orgasm of life.
•    Sweat once a day to regenerate your skin.
•    What we do to the earth we do to ourselves.
•    The pursuit of happiness is the source of all unhappiness.

Sources

Full Manifesto: http://www.lululemon.com/about/culture

Google: Ten Things We Know To Be True

Google - Core Principles and Philosophy

Creator: Google
Purpose: Core principles to guide our actions and keep Google looking towards the future.

Manifesto

Google’s Philosophy and Core Principles

  1. Focus on the user and all else will follow.
  2. It’s best to do one thing really, really well.
  3. Fast is better than slow.
  4. Democracy on the web works.
  5. You don’t need to be at your desk to need an answer.
  6. You can make money without doing evil.
  7. There’s always more information out there.
  8. The need for information crosses all borders.
  9. You can be serious without a suit.
  10. Great just isn’t good enough.

Sources

Complete Manifesto: http://www.google.com/corporate/tenthings.html

Apple: Here’s to the Crazy Ones

Creator: Advertising agency TBWA/Chiat/Day (1997)
Purpose: Promotional Campaign as a series of television and print commercials.

Manifesto

Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes.
The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can praise them, disagree with them, quote them, disbelieve them, glorify or vilify them.
About the only thing you can’t do is ignore them. Because they change things. They invent. They imagine. They heal. They explore. They create. They inspire. They push the human race forward.
Maybe they have to be crazy.
How else can you stare at an empty canvas and see a work of art? Or sit in silence and hear a song that’s never been written? Or gaze at a red planet and see a laboratory on wheels?
While some see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.

Sources

Wikipedia: http://en.wikipedia.org/wiki/Think_Different

Comment

For me, this is one of the great manifestos that inspired the view of a Double-Sided Vision.

The strength of ‘Here’s to the Crazy Ones’ is that while it is literally an advertisement for a company, the ad does not sell a specific product.

Instead, Apple pitch a worldview that their users are likely to aspire to. It’s permission to be creative, just a little crazy, and ultimately change the world.

It’s a classic call to arms which is an essential quality of all great manifestos. And while an advertisement calling to its customers, it also has the bigger picture idealism that would inspire, motivate and engage the Apple workforce. That’s a double-sided vision.

I can imagine designer Johnny Ive walking into the then CEO Steve Job’s office with his latest prototype for the new curvy and colourful iMac and having Steve play the ad as the benchmark of success.

He might even ask: Is this crazy enough to change the world?

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