The other night I was playing with Microsoft Live Search, looking at my home (and realizing that some of my neighbors have awfully large pools) and it occurred to me that I was getting a drastically different view when I zoomed in versus when I zoomed out — even just a little bit.
It’s true of brand stories as well. We’ve all heard the “can’t see the forest for the trees” line, but the truth is that we often see both just fine. The problem is we’re not always good at telling where to place the emphasis at any given time. Should we focus on our patents or our industry standing? Our technology strengths or our vertical knowledge?
There’s a fine balance deciding when to pull out the microscope and when to use telescope — but when managed successfully, we often get the most interesting stories.