Why Every Brand Needs A Mirror Moment.
She was unemployed. And unable to afford a lawyer.
They kept dangling job opportunities. Promising her that she would be “taken care of” if she did her part.
And for a while she tried to be loyal, follow orders. Be a good doobie.
Then in April, the dam burst. She had a mental meltdown.
“I’m about to be fucking nuked,” she repeatedly told herself.
But…
In a character-defining moment, she realized she had failed what she called the “mirror test” — the ability to look in the mirror and be proud of who she was.
“I had become somebody I never thought that I would become.”
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By now, we’ve all heard about Cassidy Hutchinson’s epiphany in her stunning testimony before the January 6th committee.
Her now famous “mirror moment.”
Before she turned on Trump. And flipped the script.
Mirror moments are a staple of great storytelling.
I’m not talking about a “check-my appearance”, vanity view in the mirror.
I’m talking about the moment when the story’s protagonist is forced to take a long, hard look within and reflect on who he is and who he must become in order to achieve his goal as described by James Scott Bell author of Write Your Novel From The Middle.
It then becomes up to our hero to either a) become stronger to overcome the odds or b) transform, shedding his biggest flaws to become more open to new ideas, beliefs and behavior.
As Cassidy did.
One way or the other, our hero must step onto a pro-action path that will lead to success.
Characters from Casablanca to The Matrix to Gone With The Wind have faced these mirror moments.
Bell says if you can nail that moment, everything that comes before and after it will have more depth and resonance.
Super advice if you want to write better novels. Or screenplays.
And, I think, damn good advice if you aim to be a better brand.
How so? Let me explain.
Whether you are an early stage start up or an incumbent, you’ve likely positioned your brand. Congrats.
You’ve defined your promise. In ONE WORD, hopefully.
And that promise is being lived throughout your brand. Good for you.
Now you are coasting, so to speak.
But all too often in the hecticness and daily to-dos of doing business, your default system kicks in.
Suddenly, you are operating on autopilot.
Without realizing it, your brand slowly goes off the rails.
You watch your competitors more than yourself.
Fearing FOMO, you race to embrace the latest trend.
Authenticity and consistency - out the window.
Suddenly, things are not working out so well.
Sales are slipping.
The way your brand looks or operates to the viewing public may not be what you originally intended.
That’s when it’s mirror moment time.
Time to have a serious heart-to-heart with your brand.
By holding the mirror up to it, you can see to what extent your actions reflect or are distorted from the purpose, promise and values you originally intended.
Like in great storytelling, your “mirror moment” can act as powerful catalyst for change.
It enables you to take stock of your strengths – and more importantly, weaknesses.
Reflect, refuel and reevaluate the journey you are on.
And spark the shift that will lead you back to clarity, find your focus and make better choices.
Like the “midpoint mirror moment” Bell prescribes of great storytelling, it can be a turning point for your brand.
If you are honest and intentional about this moment, it will illuminate everything for you. Show you what you need to do now.
And next.
Before we put 2022 in the rearview mirror, think of the immortal words of Michael Jackson:
I'm starting with the man in the mirror
I'm asking him to change his ways
And no message could've been any clearer
If you wanna make the world a better place
Take a look at yourself and then make a change