Protect · Accumulation / Stewardship
Protect what makes the organization special.
PROTECT is what makes this a genuine lifecycle. You don't have to begin with a new project. Most organizations already have years of knowledge, stories, proof, learning, and unused material worth protecting.
What an organization discovers, builds, verifies, creates and learns should not disappear after a campaign, project, leadership change or moment in time.
What has accumulated
Organizational knowledge
History and creative assets
What worked
Lessons learned
Material for the next FIND
Reusable material
Current truth and historical context
Proof and effective decisions
Knowledge worth carrying forward
What becomes second nature can become invisible. PROTECT makes sure it isn't lost—and makes it available to be seen again in the next FIND.
The vault isn't a dead archive. Organizational knowledge and history evolve.
The vault holds three kinds of material.
ASSETS
Reusable material and tangible assets worth retaining, including unused story elements, graphic assets, logos, brand assets and creative assets.
PROOF & PRACTICE
What worked: strong reviews, successful approaches, positive results, proof, effective decisions and lessons worth repeating.
LESSONS
What didn't work: mistakes, unsuccessful approaches and knowledge that should prevent the organization from repeating avoidable errors.
The Protect Process
Nine Narrative Asset areas.
Protect history without confusing it with current truth.
Historical material that is no longer true should remain part of organizational history but be clearly categorized as historical rather than current truth. Otherwise the vault can pollute the organization’s understanding of who it is now.
Organizations must distinguish what remains true from what has become history as they evolve.
What is protected becomes material for the next FIND.
PROTECT is living and ongoing. The organization's narrative asset base continues accumulating as it operates, creates and learns.
FIND → BUILD → ALIGN → EXECUTE → SHOW → PROTECT → FIND
Return to → FIND