Faster horses and the “Joy” of BMW

Ok, admissions first. I drive a BMW that is so aged and high mileage that it could be called a classic, but I love it and everytime I drive it a part of me smiles.

Now, just arrive in the UK and picked up a newspaper and saw the “Joy” campaign by BMW. To save you clicking the link, here is the core message :

Joy

On the back of this three-letter word, we built a company

Independent of everyone.

Accountable to no-one but the driver.

We don’t just build cars.

We are the creators of emotion.

We are the guardians of ecstasy, the thrills and chills,

The laughs and smiles, and all the words that can’t be found in a dictionary.

We are the joy of Driving.

No car company can rival our history,

Replicate our passion, our vision.

Innovation is our backbone but Joy is our heart.

…it continues.. on a full page ad without a car in it, just a picture of blue skies, mountains, and an empty bend on the road.

Now, one of the most used quotes when people are being challenged to truly innovate is that of Henry Ford about the Model T, when he said :

“If I had asked people what they wanted, they would have said faster horses.”

BMW’s “Joy” statement positions them apart from other car companies… they are in the “Joy” business, not the car business. They aren’t looking to build better cars, they are looking to bring people more Joy.

I spend a lot of time with clients asking them the following question then helping and facilitating them finding their answer, but what about you and your business, What business are YOU in ?