The Birth of Shakespeare

“All the world’s a stage …”

We have a tendency, as a human race, to seek out the individual hero of an epic tale. We want to believe in the singular genius who will save the world, design the iconic product or lead us all to a utopian dream. Yet, much of what we see when we explore the great icons of history is a collaborative team behind their use of the “me” or “I” pronouns. These characters in history are either given or take the credit for a smart gaggle of individuals working together in perfect harmony. From architecture (Frank Lloyd Wright) to politics (Barack Obama) to business ...

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Ring Lesson #3: Be Fearless

Today I met the brand icon, Martha Stewart. When I was in my 20s, I was intrigued by her. In my 30s, I learned from her. In my 40s, I envied her. Now, at the wonderful age of 50, I admire her. Why? Because she is fearless.

We’ve watched Martha build an empire, potentially fall from grace and emerge (wearing a stylish and sassy poncho) more bad-ass than ever. I use the term bad-ass with the utmost respect. I think Martha would approve because her drive comes from a deep desire to provide her followers with the very same recipes, home ideas, products and “Good Things” that...

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Ring Lesson #1: Identifying and Designing Your Moment in Space and Time

Wait a minute. Give me a minute. A New York minute. Minute by minute. Yep, we focus a lot on minutes, or lack thereof. Time is precious and one of our most valuable assets. Therefore, many barriers exist in earning a slice of people’s time. With this daily battle in mind, how often do you think about your brand’s secret weapon – the designed moment - that moment when you have an opportunity to make an impression, to make a friend for life?

We all know the importance of focusing on what makes us different. The goal though is to identify and capitalize on what makes us distinct; the components of our brand...

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Red Ball Jets: The Promise and Perils of Positioning

When I was a child I saw TV commercials for sneakers called Red Ball Jets. They showed kids leaping over wagons, hurtling tall bushes and outrunning big dogs. I still remember the tagline: “Red Ball Jets. They make you run faster and jump higher.” The shoes possessed supernatural powers. I had to have a pair!

After some polite cajoling, I gained these coveted shoes, tightened the laces, and attempted to vault a sturdy shrub. The plant won that contest. This was my introduction to the hazards of the marketplace. Caveat emptor!

Despite being duped at this early age, I entered the marketing profession. Through this career choice I find myself answering to others...

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Global Research on Moment Design

Our clients and friends at Patagonia recently commissioned our team to conduct a global study around the most valuable moments for their brand. If you’ve read up on our past work with Patagonia, you might have heard that when choosing a partner to work with, Patagonia always considers the question “are you willing to spend a week in a tent with these people?” We may be biased, but we have found this to be an excellent decision-making criteria. Yet, as we all know, the first opportunity to work together could be the last. Doing great work gets you invited back into the tent for another project.

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Capsule Seeks Marketing & Research Intern for Fall 2016

Capsule is seeking a marketing & research intern to work up to five days a week at our North Loop Minneapolis office. We're a fun, vibrant and hardworking bunch and we expect the same of our interns. This person must be high energy, driven and willing to work in a collaborative team environment. This person must also be willing to take on a multitude of tasks required in a small company as well as seek out tasks if they find a lull in their duties. This is a three-month, paid, 40-hours a week position.

Click here for a full description of the position....

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#ORshow >> Hike Far. Breathe Deep. Eat Well. Stick On. Stay Safe.

AlpineAire and Safe Reflections release new innovations at 2016 Summer OR Show

With the #RideToOR in the books and the bikes back on the rack, we are anxious to traverse the #ORshow looking for #DesignedMoments and engaging with outdoor brands from all over the world.

In preparation for the Outdoor Retailer show, we did more than navigate 400 miles of Rocky Mountain roads across Colorado and Utah. We also teamed up with our outdoor...

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Two Wheels To #ORshow: Riding to the Outdoor Retailer show

Two Wheels To #ORshow is a three-part blog series from co-founder and managing principal Aaron Keller to talk about what happens when #weareOUTDOOR. Follow along with us as we have conversations surrounding outdoor, branding and designed moments. Riding to the Outdoor Retailer Show is the final blog in the series, so make sure to take a peek at the first and second.

There are still places where bicycles are a more primary form of transportation. The United States of America is doing better, but we're still an automobile focused culture. If you're not aware of this fact,...

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Two Wheels To #ORshow: 400 Miles of Conversations

Two Wheels To #ORshow is a three-part blog series from co-founder and managing principal Aaron Keller to talk about what happens when #weareOUTDOOR. Follow along with us as we have conversations surrounding outdoor, branding and designed moments. 400 Miles of Conversations is the second blog in the series, check out the first here.

Just seven years ago this summer my neighbors were selling an 80s Trek triathlon bike for $50 to raise funds for a cause. My last time on a bike was approximately ten years ago and I was looking for a sport to help me stay healthy. I've learned many things from that $50 moment to today.

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Two Wheels To #ORshow: Smartwool #RideToOR

Two Wheels To #ORshow is a three-part blog series from co-founder and managing principal Aaron Keller to talk about what happens when #weareOUTDOOR. Follow along with us as we have conversations surrounding outdoor, branding and designed moments.

The SmartWool ride to Outdoor Retailer is a perfect example of brands living the mission, getting outdoors and doing something for the environment. So, what is keeping other brands from doing this?

 

Day 3 of the @Smartwool #ridetoor, 75 miles of Experience More