Why Are We Nuts About True North?

Over the past 24 hours, I’ve received more positive e-mails about yesterday’s True North post than anything I’ve ever written on Mental Shavings.

But why? The “what’s your passion?” peanut cluster company is certainly an original brand position. But since True North is owned by Frito-Lay, you’d think at least some people would be skeptical. But not the ones with whom I’ve corresponded.

Is it the Inspiration Cafe story? Maybe, but we’ve all seen similar hero stories, so there’s nothing new there. The storytelling, as I suggested yesterday? Yep, that’s huge, but I think there’s something larger afoot.

I think True North has tapped into a “what am I really doing with my life?” moment in America, as the transient rewards of our hard work disappear with every downward tick of the Dow. That’s a big idea that a lot more companies and organizations should be thinking about right now.