How the Mirror Universe (or the Dark Side) can help define your brand

If you’re a Trekkie like me, you probably already know what I’m talking about. If you’re not, well . . . <sigh> . . . I love you anyway, so let me explain:

My all-time favorite episode of TOS* is Mirror, Mirror. A landing party has beamed down to a planet to negotiate for dilithium mining rights. (Unsuccessfully, as it turns out.) As they’re beaming back up to the ship, there’s an ion storm, and they end up back on a very different Enterprise than the one they left. The Federation is now the Empire; Starfleet is militaristic, violent; the command structure is based on fear and torture; people ascend the ranks by assassination of superiors. It’s a pretty horrible place. (But super sexy! Uhura in a midriff-baring 2-piece uniform with a dagger strapped to her thigh...Spock with a goatee...yowza!) Meanwhile, their mirror-universe counterparts have beamed up to “our” Enterprise, and are acting like insane jerks, because they just can’t handle all the peace, love and understanding.

So what could that possibly have to do with your brand?

Sometimes it’s helpful (and kinda fun) to nail down some clarity by asking, what’s the opposite? What am I NOT about? Who am I NOT for, and who’s NOT for me? What would the mirror universe model of my business look like?

What would my evil Spock do?

*TOS: The Original Series. You’re really not into Trek, are you? (Still love ya.)

Oh, and yes, I did reference the Dark Side in my title and still spend the whole time talking about Star Trek. I'm not really an either/or, but you can see where my deepest loyalties lie. 😉 The same trick applies - what's the Sith version of my brand?

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