Stand for Something

About the Author

Brian Burkhart believes in making waves. He operates multiple businesses as a founder, CEO, or partner, and takes an active role in building those brands. One of those companies—SquarePlanet—was named an Inc. 5000 company in 2018. A sought-after keynote speaker, Brian works with some of the world’s leading brands, including Google, Red Bull, McDonald’s, ZICO Coconut Water, Stryker, United Airlines, and Citibank. He’s prepped ten firms that have appeared on TV’s Shark Tank and worked with dozens of TED presenters.

Main Idea

In Stand for Something, Brian Burkhart emphasizes the importance of organizations and business leaders discovering their core beliefs and acting on them powerfully and meaningfully. Inspired by decades of work helping companies find their why, Burkhart brings real-world examples of companies that have succeeded or failed in establishing and living their core beliefs. Through these examples and his insights, Burkhart provides a process for companies to identify their core beliefs, give them power, and act on them from the top down.

Table of Contents

1. Introduction
2. The Most Valuable Real Estate on Earth
3. Not What or How, but Why
4. Authenticity
5. Founders’ Stories
6. Distinctiveness
7. The Cognitive Psychology of Core Beliefs
8. You Can’t Give What You Don’t Have
9. Getting to the Root of Belief
10. Aspirational Beliefs
11. Missing the Mark
12. Congruence and the Core Belief Filter
13. How to Lead with Beliefs
14. Break from the Herd and Shout Your Why

Analyzing Core Beliefs and Authenticity

Core beliefs are at the heart of every organization, whether those organizations realize it or not. Burkhart illustrates this with the example of Subaru's ad campaign focusing on the importance of a car’s backseat in caring for people’s most precious loved ones and life moments. This campaign was effective because it communicated Subaru’s core beliefs powerfully and meaningfully, making it easy for customers to connect with the brand.

"Your core beliefs hold a sacred spot in your company’s operations, and sometimes an even more sanctified place in your customers’ psyche." – Brian Burkhart

Discovering core beliefs is not a task that is typically taught or emphasized in business education, yet it is crucial for authentic branding. When companies identify and communicate their core beliefs effectively, they create a deep emotional connection with their audience. This connection can transform customer loyalty and drive long-term success.

• A company that believes in sustainability and demonstrates this through eco-friendly practices and products.
• A brand that prioritizes innovation and consistently brings cutting-edge technology to the market.
• A business that values customer service and goes above and beyond to ensure customer satisfaction.

Founders’ Stories and Distinctiveness

Often, a founder's story holds the key to a company’s core beliefs. For small and new companies, this task is relatively easy as the founders are likely still involved in the company. For large and longstanding companies, it can be more difficult. However, taking the time to discover what inspired the founders can significantly define the company's core beliefs.

Distinctiveness is another crucial element. Core beliefs cannot be generic or safe. They must stand out and break from the herd. This distinctiveness allows a company to build a brand that people love. A distinctive core belief sets the company apart from competitors and makes it memorable in the minds of consumers.