OSE Brand

Introduction Email

• We discussed on 9.18.12 the simple email pitch for a recruiting announcement.
• My goal is to find someone so top in their field that they would do it for free - intrinsic motivation.
• Pitch design:
  • Audience is The Connector -> facilitated introductions -> I take over with strong offer
  • I need to tell the truth
  • Radical/strong/inspiring - it doesn't matter if most laugh at it
  • Do you want to sell sugar water for the rest of your life or do you want to change the world?
  • Ops Manager first, then Machine Designer/Prototyper, Construction Director
• Also, the power of clarity is to show explicit results - tractors build houses effectively, do effective agriculture, and machines like CNC torch table work effectively on building these machines

General Brand

Older - File:OSEbrand.pdf

File:OSEBrand2.pdf:see also Brand Focus and Primacy

On the tagline: what do you think of "Open Source ecology. Build Yourself."

Couple comments on the wording:

1. What do you think of adding 'from local resources' in the 2 hr per day discussion?
2. Where does the city fit in? It seems that throughout, it seems like it is applicable to the developing world and villages. I think the scope is greater.
3. Evolve to Freedom.

Discussion

one note: i've been thinking a lot of what we call in marketing - "laddering." that is, every "rung" of the story "ladders up" to the next level.

i think the "ladder" for OSE goes like this...

1. I (marcin) saw what happens with material scarcity.
2. It led me to wonder and create
3. OSE and the 50 machines
4. Proving the concept in an open source way
5. Leading to these possibilities for humanity and nature
6. Allowing humans to achieve their potential
7. And we'll enable whole cities to do this.

i bring this up, because i think it explains why it's so hard to get the "city" part in -- at this stage, i think people need to understand the lower rungs (and they're SO smart, and so good) that people will be working just to keep up with you. at this stage of marketing, i'd recommend the top level messages stay at rungs 1-4 - because those will be easier for people to understand, contribute to, and embrace. rungs 5-7 seem, so me, to be for vision statements and "deeper dives" when you have more real estate to tell the fuller story.

On the tagline: what do you think of "Open Source ecology. Build Yourself." SEE ABOVE - I PERSONALLY FEEL IT'S TOO HIGH ON THE "RUNGS"...FOR TODAY. IT COULD, HOWEVER, WORK LONGER TERM...NOT HOW GREAT BRANDS, APPLE, NIKE, ETC. EVEN EVOLVE THEIR TAGLINES OVER TIME. I JUST PERSONALLY FEEL THAT, TODAY, YOU'D BE BETTER OFF STAYING AT THE "MACHINE" LEVEL.