your obituary exercise
I want you to write your own obituary.
Imagine, 25 years from now your company is wiped out, or perhaps you decided to shut the doors in an exit strategy.
Do not rush this exercise, think about it, come back to it, let it evolve.
What would you like posterity to say about you?
Who are you?
Where does your passion lie?
Where do you have the most experience?
What would you like to be remembered for in the future?
What will people say about you and miss about you once you have gone?
Did you leave a legacy?
examples
TASTINGS WINE BAR
The world mourns Tastings.
Tastings, the chain of wine bars that introduced millions of people to the culture of wine, closed its doors last Friday. It ran an enormously successful and popular business for 25 years.
From a single wine bar in Napa Valley, the company grew rapidly to over 400 locations across America, from San Diego to Boston, Seattle to Miami. It soon extended the brand to the Australiasia market and later South America, South Africa, and Eastern Europe. Tastings Inc closed with cash and assets worth in excess of 1.2 billion dollars, a sum the company says it will donate to causes that include third-world education, sustainable farming, and international peace.
The founders had launched Tastings with a simple hope – that learning about wine would bring the world closer together. Their goal was to foster an “international cafe society” by promoting conversation, community, and cultural understanding among people. By delivering education along with tastes of wine, they created an atmosphere that encourage the sharing of experiences among customers.
Some business observers have asked why Tastings is closing its doors before entering into lucrative markets such as western Europe. Explained one of the founders “We achieved our goal ahead of schedule. The world is well on its way toward warmer relations, and doesn’t need us anymore”.
May they rest in peace.
BORDERS BOOKSHOP
One of the world’s most recognizable retailers of books, music, and movies has shut down today. Borders have been in operation since 1971 and pleased millions across the globe with their dazzling selection of entertainment options for all ages. From pop-up books to r&b cd’s, to the latest action blockbuster movie, customers could find whatever author or artists their hearts desired all under one roof. The company’s closing signals the end of an era for many patrons accustomed to the one-stop-shopping Borders offered.
The thirty-six-year-old bookstore started in Ann Arbor, Michigan by Tom and Louis Borders. The first Borders only sold books and catered to local interests alongside other mainstream offerings. Borders expanded throughout the US mostly through the ’90s. In 1997, the first international store was opened in Singapore which began a series of other overseas openings.
The goal of being a “headquarters for knowledge and entertainment” was realized in every store within the Borders chain. Customers were able to speak to management as to what they wanted in the store, creating a unique and customized Borders experience in each store. As the Information Age gained momentum though, the Borders Group feels that people no longer need a “headquarters” to achieve their intellectual and entertainment pursuits. The Internet has provided individuals with a new outlet of unlimited potential for human learning. The restrictions of a central, physical base for acquiring knowledge no longer apply. Sadly, Borders accepts its fate and has finally closed its doors across the world.
Borders will be truly missed.
JIGGLES & CO
Jiggles & Co renowned for their luxury bulldog subscription boxes shut down today. For 25 years they have been providing innovative, joyful, and safe chews, toys and delicious treats to frisky bulldogs around the globe. From naturally sourced ingredients to innovative toy and chew products which were collaborated on with top dog behavioural specialists and vets, especially created with the Bulldog in mind.
Jiggles & Co was centered around the founder’s dog, Shadow. Shadow was a rare, black old English bulldog, a rescue dog who was used for puppy farming before finding her new home. She just loved being in the spotlight and provided endless affection and entertainment, she couldn’t wait to socialise with people, which provided admiration for her but focused attention on whoever was taking an interest in her, which was most people! She was also affectionately known as Mrs Jiggles. Together they both explored, tested, and experimented with everything together. The company, which originally started in the UK but grew to a worldwide following due to Shadow’s antics! It was the understanding and close attention to the breed and the issues they faced to find safe toys and chews that would keep them busy and provide them with entertainment when their pet parents were not around. It is a well-known fact that bulldogs miss their pet parents and family and do not like spending time on their own which can lead them to get into all sorts of mischief! So something healthy and safe was needed in order to occupy them which was specific to the brachycephalic breed which had numerous issues with choking.
Jiggles & Co was an avid promoter for Bulldogs both in helping to support healthy, responsible breeding and as therapy dogs. Jiggles&co was deeply involved with bulldogs serving as therapy dogs. This was born out of the founder’s personal experience in this area and who was an advocate for the important role our four-legged friends play in loneliness, isolation, and mental health issues, of all ages and all walks of life. Together they pioneered the “Giggles with Jiggles” therapy program. Giggles with Jiggles reached far and wide and had a tremendous following but more importantly, it had a hugely positive effect and impact on the old, young, ill, fit, disadvantaged, and disabled men, women, and children from around the world with their therapy program, by bringing joy, happiness, stimulation, support and more importantly the “giggles” they provided.
Jiggles & Co will be truly missed.
And Remember:
“A brand is a person’s gut feeling about a product, service, or organization”
Marty Neumeier
