I'm starting a fresh thread to discuss just the PURPOSE section that Ben laid out in his earlier post Brand Strategy Purpose & Workflow
Ben asked us to Define our purpose. He provided a template:
First, let's define our purpose: We are working on the Branding of Drupal so that we can _____________ Drupal faster than it is _______________ing now.
Is that grow/grow? Is that why we are branding Drupal? Are we happy with faster growth or is there some other higher purpose that we are called to? It could be helping people, turning a profit, expanding the web, mobile, what? Why are we doing this?
My take on this is as follows:
We are working on the Branding of Drupal so that we can GROW Drupal faster than it is _GROWing now.
I do, whole heartedly, subscribe to the thought that we need to GROW Drupal faster. And for this purpose I define GROW as this… "Growing Drupal awareness and understanding such that we attract developers who want to develop it, designers who want to design for it, and clients who want to create and publish with it."
This, I believe, is the crux of the matter. As much as I love the idea of growing more clients for the sake of growing more clients, I'm FAR MORE concerned about meeting the current demand as well as damned frightful of meeting tomorrow's demand. If another state [as did the state of Georgia] decides to move 65 sites to Drupal… Who's going to do it? Yes, arrangements were made and shops collaborated to get the job done and that's GREAT! But I know for a fact that the process was challenging for Georgia to go from 2 rounds of RFPs to finally getting project allocated. We can NOT sustain this kind of barrier to entry. How many projects are wanting to begin the Drupal development process BUT wind up in another platform because the stakeholders can't find the skilled labor in their price range and time-line? The most conservative estimate to that question should send chills down your spine.
The demand for Drupal is causing some individuals and non-Drupal shops to "provide Drupal services" when in actuality they have NO BUSINESS doing so. How many times have we seen or picked up a project only to discover that the original creator of the site didn't have a clue how to use the menu system, fields, views, or the FAPI?
I know how this happens… Shops get RFPs or emails and potential clients are asking for DRUPAL by name. These individuals and shops say "Sorry, but we don't do Drupal." This only lasts so long. They realize they are turning down more and more work so they decide to "DO" Drupal, and they do it wrong. :-(
THUS, I define the PURPOSE as "Growing Drupal awareness and understanding such that we attract developers who want to develop it, designers who want to design for it, and clients who want to create and publish with it."
If our marketing and branding efforts only result in more clients for 2013 this may not be good. What if 4 more states and 3 countries and 2 universities and 5 K-12 schools want to jump on board and this amounts to 250 to 350 new sites that need built? If those numbers sound too fanciful, cut that in half then. What if we have 125 big projects hit next year? It could be good or it could be bad, but it won't be pretty!
Yes, I am sounding the alarm here. That is exactly how i approach the need that we have to get our message together and get it out there.