Creating Brand Magic with The Wizard of 1:1:1
The Wizard of Oz is my all-time favorite movie — albeit I may need to have a marathon and compare it to the new Wicked movies.
Over the years, as my infatuation with all things Oz has grown, I've connected some branding and marketing principles to a metaphor I call The Wizard of 1:1:1.
But first, let me share something that's been resonating with people on social media:
Here's the gist: I think L. Frank Baum got it wrong. Dorothy should have met the Tin Man first—not the Scarecrow. Why? Because the loud voices in our head can dominate or silence the quiet voice of our heart.
You've got to:
Listen to your heart (the quiet voice)
Bow your head to your heart (don't let your head lead)
Once you know what it's calling you toward, move forward with courage
Now let's apply this to The Wizard of 1:1:1, which stands for your:
No. 1 Goal (your Emerald City)
No. 1 Audience (your Glinda)
No. 1 Self (you’re Dorothy)
It's ultimately about becoming your best self by bringing more heart (authenticity), brains (strategy), and courage ("scary" actions) into play.
Ready to go over the rainbow?!
Step One: Determine Your Emerald City
To begin, get quiet with yourself and listen to your heart.
Don't let your head get in the way: bow your head to your heart.
Little Action Step
Ask yourself: What do you want?
Listening to your heart, write down all of your goals for the next 12 months. Looking at this list, determine which goal matters most.
What is the next big dream?
With your head and courage, select your No. 1 Goal to journey towards. Pick one primary goal to focus on, knowing you can pick up others later or along the way.
Like the Emerald City, you can see it on the horizon—you know you're going to get there, you're just not sure how or how long it will take.
If you're struggling to articulate your No. 1 goal, check out my previous post, Your Why = Your Way.
Step Two: Seek Glinda's Wand
A big theme of L. Frank Baum's work is self-reliance—while staying open to support along the way.
While you already have the power and skills to make that dream come true, the world (or "the business") probably isn't conspiring to help you.
Who can be your metaphorical Glinda? Who can easily wave a magic wand and fast-track your dream?
This is your No 1. Audience—one V.I.P. to cater your brand and content for. Someone at the top of your wish list. Work to attract and impress this person in power, being and becoming someone they're proud to support.
Little Action Step
Thinking of your Emerald City, write down the most powerful person who can help you.
Select your No. 1 Audience (your Glinda) you'd love to make your dream come true.
Pick one primary person to focus on—you want them to discover you and be so delighted they say "Of course I'll take you there!" and whisk you to that Emerald City.
If you're struggling, you can always combine people (like Jon M. Miranda or Stephen Robert Brown).
Step Three: Determine Your Dorothy
You must determine who you're in the midst of becoming. The "Emerald City" is a stretch goal, and naming one V.I.P. to make that dream come true takes courage.
With Dorothy, this is about becoming your No. 1 Self. Are you ready to fill those shoes??
Little Action Step
Write down who inspires you and why, something like this:
Oprah – because of the wonderful things she does
Dolly – because of the wonderful things she does
Once you've made this list, change it up and make it true about you—the person you're becoming.
Change pronouns and such, but what you admire in others is ultimately who you want to become.
STEP FOUR: Stay Open to Support
Did you notice all of Dorothy's friends traveling the yellow brick road battle self-doubt—not to mention flying monkeys?
You're guaranteed to encounter obstacles along your own journey. Just as you're staying open to Glinda's magic wand, create a strong support system: the brainy consultants, heart-centered friends, and fearless coaches standing beside you.
There's no way you can know or do everything entirely on your own. Your Emerald City travel buddies should be a diverse mix of relationships.
If I can be of support along your journey, I would be honored to join your team—easing on down the road and dancing through life.
Little Action Step
Who is the team joining you on this journey? Who can you turn to for support along the way?
Write down those you want arm-in-arm on your journey.
STep Five: Lay Yellow Bricks Daily
Good news: you're going to get to the Emerald City! I know you will if you choose to consistently pursue that path.
Bad news: you'll probably have to lay many of your own yellow bricks—carving your own path to get there.
Dreaming, talking, and writing about goals and relationships won't lead to success. Actions pave the way.
I want you to think of personally laying down a few yellow bricks every day—while always staying open to help and support.
Little Action Steps
Emerald City: Write down your first three yellow bricks (little actionable steps). Use yellow post-it notes if you fancy.
Glinda: Bring consciousness to how you can impress them and work towards creating a real relationship (little actionable steps).
Dorothy: Block out daily "yellow brick" appointments. You’ve gotta do the work, girl — three yellow bricks a day.
With your heart focused on the Emerald City, your head working to attract Glinda's wand, and the courage to pursue your dreams—charting your own path while staying open to support—ease on down the road and keep dancing through.
Want My help?
It’s my honor to help artists and creatives reflect and refocus — then reach their “Emerald City” goals with branding and marketing!
If this resonates with you and you want to turn it into an actionable plan, I’d encourage you to book a Full Digital Blueprint or just a quick consultation.
