The Drive That Changed Everything
I once drove an orange, late-60s Porsche 911. It wasn’t mine—it belonged to a friend’s father who, one afternoon, handed me the keys. I remember turning the ignition and feeling the car wake up like a living thing. The engine rumbled with a raw, mechanical honesty. With my friend riding shotgun, I eased it out of the driveway and onto the road. Within moments, I was no longer just operating a vehicle—I was inside an experience.
Stripped Down to the Essentials
The car was the opposite of what I was used to. No digital screens, no extra padding, no unnecessary layers between me and the drive. The interior was stripped to its essence: just a few analog gauges, a metal stick shift, crank windows, and firm, minimalist seats with no headrests. Every element had a purpose—and nothing existed that didn’t.
Unapologetically Itself
It wasn’t trying to coddle me. It wasn’t trying to impress me. It was just being what it was: a machine built with singular focus and uncompromising clarity. And that’s what made it unforgettable.
As someone who’s spent a career shaping brand experiences, that drive has stuck with me. That Porsche wasn’t trying to be everything. It was trying to be true—and it nailed it.
The Brand Experience Lesson
Great brand experiences work the same way. They aren’t defined by how much they offer—they’re defined by how clearly they understand their purpose and how intentionally they bring it to life. The Porsche taught me that integrity doesn’t come from adding more, but from having the discipline to do less—with focus, precision, and care.
Here are a few design principles that emerged from that experience:
Do a few things well and don’t do anything else.
Know what your single most important purpose is.
Create integrity across the system—everything should matter, and nothing should be wasted.
Remove anything that gets in the way of a powerful, unified experience.
The 911 wasn’t flashy, but it was beautiful. Its elegance came from the authenticity of its form and function. It commanded attention not with excess, but with clarity. You could feel the craftsmanship. You could feel the thinking behind every choice. You could feel the why.
And That’s the Point
If your organization tries to do too much, satisfy too many people, or solve too many problems, it will dilute its impact. The brands that move us—the ones we remember and trust—are the ones that know exactly who they are and design every touchpoint around that truth. Driving that Porsche reminded me that the most powerful experiences are focused, intentional, and honest. Just like a great brand.
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