Merlin Mann has announced that he’s “shifting gears” at his famed 43 Folders personal productivity site. In effect, he’s reinventing the 43 Folders brand. The site is changing from a brand of personal productivity to a brand of personal creativity. It’s brand deliverable is changing from improving one’s core efficiency to improving one’s creative output—and one’s personal relevance in the world.
The shape of a new brand
The new 43 Folders brand approach is evolving as we speak, but we can glimpse its general shape and direction. It’s RIP for “productivity pr0n.” The new focus of the site, in its own words:
43Folders.com is Merlin Mann’s website about finding the time and attention to do your best creative work.  . . .
This is now a site for people who want to finish things that they care about — but who still occasionally need help, inspiration, and the courage to push all the bullshit off their ...
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more The importance of brand whitespaceFrom: tenayagroup.com
Post Date: 2008-04-09 09:44:03
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