WeWork

Anton Exner
Nov 18, 2018 · 3 min read

Do it.

Saluton WeWork,

As a member of WeWork I recently had the pleasure to listen to Mick McConnell. His presentation inspired me to apply for a Brand Strategy & Business Design role at your company.

You have my attention

A while ago I stumbled upon your WeLive Concept which showed me that you have figured out your ‘why’. Now you’re much more to me than just a co-working space.

Get schooled, brands!

My talent is to see opportunities in brands for transformation and social impact. This often led me to encourage them to get involved in education.

And so I was blown away by the impact you’re making with WeGrow. From a business perspective it’s also a brilliant way to create a full circle — raise conscious, independent individuals with entrepreneurial skills, or in other words, your future members.

WeWoke

WeWork is loaded with spirituality as it stands for love, doing, vegan nutrition, and more. You are even trying to reach for the stars together with SpaceX. I wrote an article about spirituality as a marketing strategy. There, I highlighted the importance of individuality in the context of a new ‚We‘:

Ideas on individuality

From my point of view a holistic focus on individuality would be a good fit with your approach. That’s why I’d like to forward you 3 ideas in that direction:

  1. Embed unique products of your members in your environment and services. That way you will support current members and attract new ones.
  2. Get involved in politics and take a stance on improving conditions for freelancers, remote workers, and self-employed people. Voice your opinion on basic income. Foster partnerships that offer service bundles (transportation, food, tools, paperwork, etc.) to make it easier for people to follow their dreams.
  3. Set up dedicated spaces where members can craft and prototype. Enable a culture of ‘more doing, less talking’. These spaces would be also great settings for Jake Knapp’s trending method of Design Sprints, for instance. I’m certified to moderate Design Sprints, too. In addition, consider an exclusive partnership with Casey Neistat and his ‚368’ project.

Old Work

While everybody is buzzing about ‘NewWork’, I think the term ‘work’ is outdated. It is rarely connected with something positive. Instead, connotations of labour, burnouts, paying the bills are coming to mind. So I would suggest to simplify your brand to just ‘We’. Then you can create meaningful sub-brands like ‘WeDo’ and ‘WeLove’, standing for profession and passion, respectively.

In love what you do

I want to support your journey and your ‘why’ — connect and enable people to do what they love. Because this is exactly what I’m all about.

We are one,
Anton

FYI: I’m also applying to WeGrow.

www.antonexner.com / CV and Portfolio

P.S. Please keep in mind, that we might be trusted for what we have done, but we should be employed for what we want to do.

Anton Exner

Written by

Creative Shaman | www.antonexner.com — guiding business by embracing a conscious-driven strategy 🖤

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