At least ten times a day, I find myself scrolling through my
Twitter feed, anxiously looking for exciting new marketing ideas in
my trusty list of my favourite publishers. The other day, I noticed
that one such publisher has the ability to reel me in, nine times
out of ten - Fast
Company. After much analysis, it's clear to me that Fast
Company is providing attractive content about creativity, but
they're also doing it in a holistically creative way, which truly
makes all the difference.
What makes Fast Company
so great is their integrative approach to creativity. Not only do
they claim and deliver creative content, they're also emphasizing
it through their internal practices. Since their inception in 1995,
they have been motivated by their innate desire for content focused
on innovation in business. For example, their first issue published
in November 1995 claimed, "Work is Personal, Computing is Social,
Knowledge is Power," which, needless to say, is a statement way
ahead of its time. What's more, their means of delivering the
message was also graphically surprising and extremely well branded.
Bill Taylor states, "… we wanted to create an organization that
lived by the values and principles the magazine espoused. We wanted
Fast Company to be a 'fast company.'"
In 2008, they helped establish the new norms in "community
journalism" by leveraging their social and active following through
innovative marketing practices and technology. It's exactly this
kind of inner innovation which would further lead them to co-create
rich content with their readers. Many of their competitors and
other publishing industry leaders would soon follow suit.
Not so long ago, they rebranded and segmented their publication
into three sub-sections. This clever rebranding (using the "CO" in
FastCo) is not only well executed, it also enabled the company to
extend their reach to diverse audiences as well as cross-sell
content. The following are recent postings from each
It's words like "rethink," "new," and "experimental," that Fast
Company not only presents in content, but also by practicing what
they preach, which makes them exceedingly credible and attractive
to eager students like myself.
My goal here is not to sell subscriptions of the magazine, but
rather to show my honest admiration of the concept. I think there's
something beautiful about building a company based on the idea of
"from entrepreneurs, for entrepreneurs," or "from creatives, for
creatives." The core personality of a company and its corresponding
offer provides credibility that is hard to replicate. Fast
Company's example could and should be emulated by a product-based
company. For example, if you claim your product can change the
world, then you should consider taking on internal initiatives that
proclaim this same promise. This holistic approach, properly
executed and true in nature, gives real meaning to the brand,
organization and what it has to offer.