Ever wondered how Elf on a Shelf became such a phenomenon?
While we don’t have an Elf at our house, I have marveled at how this product and story has become a sensation in the past decade or so.
Last week at BrainTrust Live, I gained some insight into how the Elf on a Shelf franchise became such a success. During the event, we heard from Christa Pitts and Chanda Bell, twin sisters and co-founders of The Lumistella Company (makers of Elf on the Shelf).
While there are likely multiple factors that contributed to their success, there’s one thing that stood out to me — their extreme focus on who they are (and who they are NOT).
As they said during the talk, “we own the stories of Santa’s North pole.” 🎅🏽
As the business took off, they could have easily expanded into other Christmas-related products and offerings.
Instead, they listened to what their customers said they wanted from them. And they stayed true to what they were passionate about — Santa’s North Pole.
Because they have a clear north star, they can can stay focused on what they do best. Lumistella has expanded well beyond their signature Elf book and doll to a variety of entertainment offerings, including apps, games, musicals, animated specials and more.
During their talk, they talked again and again about the power of a strong company culture. The encouraged attendees to not hang on to the wrong people too long.
This quote stood out — “If it’s not working for you, it’s not working for them either.”
It’s much easier to be clear on who is a fit and who isn’t, if you know who you are as a brand and what you stand for as a company.
It’s clear that The Lumistella Company does.
Just look at their Vision, Purpose and Values (see below). This is on the home page of their website. But the co-founders even shared this statements during their talk.
It’s simple, clear and memorable.
Which makes it easy to attract the right people who want to help create joyful family moments.
If you ever thought that having a strong vision and values didn’t matter, I hope this makes you see otherwise.
You have to know where you want to go if you ever want a shot of getting there.
#northstar #vision #companyculture
Entertainment Lawyer Focused on Complex Rights Deals, Film and TV Finance and Distribution, and Franchise Development; Partner and Media+Entertainment Co-Chair at Pryor Cashman
1moFantastic set of panels! Can’t wait.