I know this is supposed to be an editorial piecem but once you read the piece below, you'll agree that it doesn't need to be bookmarked by commentary. It speaks for itself.

From Michael Wagner's Own Your Brand blog:

Several scientists were studying a group of monkeys. It’s always the monkeys who get the attention.

In a large room the scientists had hung a climbing rope with a bunch of bananas at the top. When the monkeys were brought in, it was only a short time before one of them figured out that a short climb up the rope produced a great reward: a banana. However, when any of the other monkeys tried to follow his lead, they were sprayed with water. The first monkey up the rope was always allowed to climb to the reward, but others were always hosed down each time they tried to do the same.

Eventually, when the rope-climbing monkey would make a move to go for another banana, the others in the group would physically prevent him from climbing. Eventually he learned not to climb the rope.

The scientists then removed that “special monkey” and put a new one in the room. The moment the “new recruit” made a move for the rope, the other monkeys would beat him up. After several attempts, and several beatings, he too learned not to climb the rope.

New monkeys were periodically introduced into the group and each time the other monkeys made certain no one climbed the rope and got a banana.

Recently a friend told me he had left what appeared to be a super job with lots of potential, to be a night manager for Wal*Mart. He agreed the money and hours were better working for a giant in the financial service industry, but he was tired of getting beat up by his fellow employees every time he tried to get things done.

“Say what you want about Wal*Mart,” he affirmed, “but they expect you to perform and don’t stand in your way. I couldn’t handle the stress of being told to produce and being beaten up every time I tried.”

That’s what you get in some organizations when you reach for the banana – beaten up by the other monkeys!

I see businesses pursuing re-imagined brands and hitting their head on this reality all the time. New brand-critical standards arise as they discover and attempt to deliver on their brand difference. Frequently it’s been a long time since their team has had to welcome new definitions of success and new performers into their midst. It can get ugly at times; with those who want to live the new brand getting chased away.

Don’t let it happen!

The first requirement for creating a healthy re-imagined brand is a high demand on performance within the organization… regardless of what the other monkeys think. This is why brand ownership initiatives call for higher levels of leadership, if they are to succeed. We find commitment to growing a strong brand uncovers under-performing cultures that need to have their cage rattled. Otherwise you chase off the very people you need.

Banana, anyone?

Genius.

Have a great Wednesday, everyone.