In order to create something timeless you’ve gotta set Megagoals.

ferrari_dino

The Lamborghini Miura – A timeless car

What makes an object timeless? Why in some cases do we all end up liking something so much so it rises from being just another thing to instead becoming culture? Certain designs and certain objects has that little extra, they’re like an open fire – we can’t stop staring. And what’s even more strange is that often are these timeless objects simplistic, clean and not very complex in their structure. One would think we would grow tired of them but no, we grow more and more fond of them every year. One things for sure, it’s not about luck! 

darth_vader_star_wars

Darth Vader – A timeless charachter

In order to create something timeless you’ve gotta set your goal right from the beginning. It has to be bolder, bigger, better, different from any goal that has been set up before. I call it Megagoals. Basically, you wanna be the best in the world.

helvetica_timeless_font

Helvetica – A timeless font

Megagoals are set up by people and brands who strive to create something unique, something that will change their category, they don’t take no for an answer and their way of thinking is out of the box. On top of that they’ve got a strong sense that their idea is the right one, not matter what people say. Only by thinking like this can you change history and make your brand timeless.

concorde_british_airways

The Concorde – A timeless aeroplane

If you wanna create timeless things – accept failure. Accept that you won’t always reach your goals, but the sheer fact of setting a goal 10 times higher than your competition will put you ahead of the pack and leave a mark that your grand children’s kids will tell people about.

eiffel_tower_paris

The Eiffel tower – A timeless structure

So, think about your brand and your products. How can you create the next timeless object. The thing, the gadget, the icon and innovation that will define your brand for centuries to come?

apple_logotypes

Apple – A timeless brand

Whatever it is, make sure you aim to be 10 times better than the existing competition.

And hey, don’t come telling me that it’s a risk – that’s the price we pay for greatness!

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Curiosity. My greatest asset. Born 1971 and Raised in the suburbs of style city Stockholm, creativity was always a part of growing up. With a background as a former snowboard professional (with among others Greger Hagelin from WE and Per Holknekt from Odd Molly as sponsors) and one of the few in the world who nailed a 1440° spin, I started my career on the buyer side. Marketing exclusive golf brands such as Mizuno, King Cobra and Goldwin gave me insight into the demands of advertisers and consumers but foremost the complexity behind how products actually make it into the stores. Always full of ideas, I felt I needed to move on to the creative side of the business. Internet, on the rise in Sweden drew me into the digital revolution already in 1994. In 1998 however I joined Framfab, one of the late 90’s fast-moving companies. As a concept developer and key account manager I parted in creating award winning projects for clients like Vattenfall , Bredbandsbolaget, Nike Europe and Volvo Cars. I also held a position within Framfab Innovation. The incubator of new ideas within Framfab. After Framfab had grown in just two years from 130 employees to 3400, I felt I needed to move to a smaller organization. Abel & Baker - in 2001 the worlds most awarded digital advertising company attracted me. At A&B I tool part in winning the global account for adidas, but I also worked with MTV, Nokia, Toyota, Årets Kock, ICA and the Red Cross. In 2002 I left Abel & Baker to found something of my own - Foreign. Foreign - an ideas creator with focus on the communication of tomorrow - based in Stockholm, Sweden. Foreign quickly grew to 27 employees and was awarded in the Cannes Lions, D&AD, New York Festivals, London International Advertising Awards, Epica, Clio, Cresta and other award shows every year since start up. Foreign launched both digital and integrated global campaigns for BMW Motorrad, MTV, H&M, IKEA, Omega, Beckers, Com Hem, Intersport, Kosta Boda, adidas International and many more. In September 2008 I took the decision to close Foreign down after almost 7 years. I’m now consulting within the same business on my own. Apart from Foreign I’ve also founded WhiskyGrotto.com and Co-Founded PremierGoals.com. Thru the years, leadership and success has been important, but enjoying life, loyalty and sincerity is what drives me further. I consider my part in motivating adidas to let fairly small Foreign handle adidas global digital World Cup campaigns my proudest moment in business. The birth of my two daughters Ebba & Linn is my proudest moment in life.

  • Rickard

    Great post! Just one thing; the car in the pic is a Lamborghini Miura, not a Ferrari Dino. But the example gets even better with the Miura, it is THE supercar icon of all times. When it was introduced (chassis in 1965 and complete car in 1966) it swept the competitors completely off the grid. Whilst they had front engines and oldstyle frames the Miura sported a mid-mounted engine and an innovative monocoque construction uptil then only seen on racecars like the Ford GT40. So – really a Megagoal set up by former tractor manufacturer Ferruccio Lamborghini.

  • Rickard

    Great post! Just one thing; the car in the pic is a Lamborghini Miura, not a Ferrari Dino. But the example gets even better with the Miura, it is THE supercar icon of all times. When it was introduced (chassis in 1965 and complete car in 1966) it swept the competitors completely off the grid. Whilst they had front engines and oldstyle frames the Miura sported a mid-mounted engine and an innovative monocoque construction uptil then only seen on racecars like the Ford GT40. So – really a Megagoal set up by former tractor manufacturer Ferruccio Lamborghini.

  • http://www.ronnestam.com/ ronnestam

    Ahhgr. Of course it is. I had a folder on my computer with the Porsche 356, Lotus Europa S2, The Dino, this one and a Mercedes 300SL…and this is what happens when you’re blogging on the road…

    Thanks a lot for pointing it out and especially for broadening the post!

  • http://www.ronnestam.com ronnestam

    Ahhgr. Of course it is. I had a folder on my computer with the Porsche 356, Lotus Europa S2, The Dino, this one and a Mercedes 300SL…and this is what happens when you’re blogging on the road…

    Thanks a lot for pointing it out and especially for broadening the post!

  • http://walternaeslund.com/ Walter Naeslund

    I like the post. Makes me think of Howard Rourke, a personal idol of mine.

    And if you like the mid-mount engine supercars of the late 60, you’re going to love this post (well – or at least the pics):
    http://walternaeslund.com/design-talks-supercars-of-the-late-60s/

  • http://walternaeslund.com Walter Naeslund

    I like the post. Makes me think of Howard Rourke, a personal idol of mine.

    And if you like the mid-mount engine supercars of the late 60, you’re going to love this post (well – or at least the pics):
    http://walternaeslund.com/design-talks-supercars-of-the-late-60s/

  • http://www.ronnestam.com/ ronnestam

    Hey Walter,

    Definetely. Some of those pics are among my favorites too!

  • http://www.ronnestam.com ronnestam

    Hey Walter,

    Definetely. Some of those pics are among my favorites too!