STAND OUT IN A WORLD OVERLOADED WITH CONTENT
"Jamie Mustard cracked the code."
– Rich Karlgaard, Publisher FORBES
ART OF OBVIOUSNESS
ACCLAIM FOR THE ICONIST
2019 OWL AWARD WINNER
Outstanding Works of Literature
“THE ICONIST IS A STANDOUT, AS USEFUL AS IT IS ORIGINAL”
– FAST COMPANY Co-Founder, William C. Taylor
“A ROADMAP FOR EACH OF US TO BE HEARD IN THE NOISE OF OUR NEW DIGITAL LIVES”
– DAN PINK, NYT Best-selling Author, DRIVE and WHEN
“MUSTARD SINGLE-HANDEDLY SHATTERS THE MYSTIQUE SURROUNDING SUCCESSFUL BRANDING AND DISRUPTION”
– REBECCA D. COSTA, Author, THE WATCHMAN’S RATTLE
– PSYCHOLOGY TODAY
“A NEW ERA OF LITERATURE.”
“AN ICON IS BORN.”
“WHY CERTAIN THINGS STICK AND OTHERS FADE FROM MEMORY–WE’RE NOT JUST TALKING ABOUT NIKE–OR BIG BUSINESSES–THIS IS FOR INDIVIDUALS”
– ABC NEWS
“I will never look at a single product or product line the same way again.”
— Hans Albing, UNDERARMOUR
The Iconist has amazingly codified a set of laws that will get anyone to take a closer look at any creation.”
— Carl Arnese, ADIDAS Future Innovation
“Standing out in today's hypersaturated media landscape isn't a question of independent wealth or industry connections—it's a matter of appealing to humans' primal instincts.”
— WILLAMETTE WEEK
“We can STAND OUT in a crowd and create memorable impressions, expressions, and experiences via our products, brands, music, messaging, and art.”
“A powerful book filled with profound and pragmatic insights. Mustard single-handedly shatters the mystique surrounding successful branding and disruption. A must-read for those who aspire to be on the vanguard of change.”
— Rebecca D. Costa, Author, THE WATCHMAN’S RATTLE, Sociobiologist and Futurist
Making anything seem easy takes a lot of careful work. Across music, cultures, genres, disciplines, decades and centuries, Jamie Mustard shows off the strength of simplicity – how it inspires, endures and can be applied every day.
— Ryan White, Author, SPRINGSTEEN: Album by Album and JIMMY BUFFETT: A Good Life All the Way
“The design world has always known the power of icons, but until now had little idea of how to get there. Mustard explains all in his brilliant book.”
— Clive Wilkinson, GOOGLEPLEX Architect and Workplace Design Pioneer, FAST COMPANY’s 100 Most Creative People and Master of Design
“In my thirty years of representing speakers, leaders, and thinkers including Jimmy Carter, Carl Sagan, Desmond Tutu, Peter Drucker, Jared Diamond, Margaret Atwood, Malcolm Gladwell and Hunter S Thompson, to name a few, I have seen, studied and lived with a lot of ideas. I can say from this unique vantage point that The Iconist is special.
Imagine that you are driving on a winding mountain road as dusk approaches. As it gets darker you turn on your lights. Fog emerge and becomes thicker as time goes on. The once helpful car lights are now blinding in the fog. You must slow down, and eventually, you decide to pull over when the fog becomes too thick and too hard to get through.
Now think of the fog as the information that bombards us every day. The very tools and skills use to navigate the road ahead become a hindrance when the fog grows thick. The Iconist provides you with a new toolkit and expertise to pierce through the fog. In a world where each of us is struggling to matter, Jamie Mustard provides us hope for the future.”
—Michael Humphrey, NextUp Speakers, CEO
“If you are trying to make a complicated thing simple, understood and desired, in a world full of noise, The Iconist is the solution.
—Tibi Iovu, NASA, Mission Control Ace CASSINI SPACECRAFT
“Jamie Mustard’s secret to standing out is steeped in creativity and common sense. The Iconist offers his fresh yet timeless perspective on how to break through.
— Joanne Gordon, Coauthor with Starbucks CEO Howard Schultz, ONWARD and FROM THE GROUND UP
“The Iconist should be required reading for anyone endeavoring to communicate a message (hell, even just survive)... Jamie's approach will redefine how you think."
— Derek Welch,Co-Founder BIG-GIANT, UNKL
“Jamie Mustard’s gripping insights... offer real solutions for building connection. Amidst a proliferation of choices, Mustard shares a foolproof system for getting seen, heard, and remembered.”
— Kimberly Barta, NIKE Valiant Labs, Dr. MARTENS and SOREL Boots
“Jamie Mustard’s The Iconist answers a core question on building great customer relationships: How do we capture their attention and make us forever memorable in their life? This is truly an important book.”
— Jeanne Bliss, MICROSOFT, World’s First Chief Customer Officer
“If you want to be heard in today’s noisy world, shut up and read this book.”
— Jim Riswold, Author, Hitler Saved My Life
“...a deeply valuable guide for commanding attention.”
— Bobby Souers, WIEDEN+KENNEDY
“Jamie’s codification of icons explains why all art works and generates interest, or fails to hit the mark.”
— Melanie Pullen, World Renowned Artist, Photographer, THE GETTY MUSEUM Permanent Collection
“The Iconist, compels questions of great urgency and relevance to the health of the social matrix that gives our lives meaning and purpose. It is excellent.”
— Dr. Shauna H. Springer, Phd,
World's Leading Authority on PTSD and Moral Injuries for Veterans
GETTING OTHERS TO
FOCUS ON YOUR OFFERING IS THE MOST IMPORTANT THING IN A WORLD OVERLOADED WITH CONTENT.
Scarcity of attention is the defining business and social challenge of our time.
The Iconist teaches the primal laws of BLOCKS™ that can help any art, product, service, idea, or offering STAND OUT and generate demand despite a world overloaded with content.
As technology has made the human experience easier, it has also created an explosion of content, choice, products and services, all ‘diluting’ us as individuals. We are competing with a constantly increasing level of noise for the limited attention spans of those we are trying to reach.
MORE TECHNOLOGY +
MORE DATA +
MORE PRODUCTS =
The most profound and difficult problem facing anyone in business, communications, demand generation, art or any personal or professional endeavor today is the ability to STAND OUT.
We as industries and individuals will continue to compete with all of this content, whether we like it or not.
–– Drew Houston, Dropbox Founder + CEO
"If Einstein were alive, he'd wake up tomorrow and spend the first couple hours of his day digging out his inbox and getting a bunch of Slack notifications. And we wouldn't have relativity."
Icons, or BLOCKS™, are the reason all messages, ideas, businesses, art, music, design, ads or any communication STAND OUT and take hold in the mind.
The Iconist can teach anyone how to use BLOCKS™–based on primal laws of human perception–to capture attention across any medium, in any field.
BE SEEN. MAGNETIZE ATTENTION. USE BLOCKS™ .
ONLY SOMETHING THAT IS
IMMEDIATELY UNDERSTANDABLE CAN BE TAKEN INTO THE MIND AND PERCEIVED. COMMUNICATE WITH BLOCKS™ – OR LOSE YOUR AUDIENCE FOREVER.
“There is no one better at getting the world to understand what you have to offer.”
– Holt McCallany, Star of MINDHUNTER on Netflix
“My work needed power and clarity that would get noticed – Jamie’s BLOCKS™ changed everything.”
– Jeanie Coyle, Bank of America and American Express, SVP of Human Resources,
Founder Worktelligence, Author Make Talent Your Business
“Jamie can make anyone STAND OUT in a transparent and genuine way.”
– Bibi McGill, Lead Guitarist, Musical Director, BEYONCE
“Mustard shares a foolproof system for getting seen, heard, and remembered.”
– Kimberly Barta, NIKE Valiant Labs, Dr. MARTENS, Former Global Brand Leader
“Jamie understands better than anyone why things succeed and why they fail.”
– Melanie Pullen, World Renowned Artist, GETTY MUSEUM Permanent Collection
“Jamie can tell you why people pay attention.”
– Hector Delgado, Executive Producer, A$AP ROCKY
“Through a sweeping survey of art and communications, he left the audience empowered to apply his principles to their own work.”
– Tsilli Pines, Design Week Portland, PDX Organizer and Host of Creative Mornings
“Jamie is truly an Iconist. He can teach anyone to stand out and grab attention no matter what they do.”
– Kevin Carroll, Best-selling Author, Rules of the Red Rubber Ball,
Creative Artist Agency and WSB Speaker + Global Social Change Agent
“Jamie is a revolutionary thinker and a rare human being.”
– Dr. Donna Schuurman, Executive Director Emeritus, The Dougy Center
“Jamie really does have a primal understanding of why art grabs attention or fails to take hold.”
– Heidi Vogel, Lead Singer, Cinematic Orchestra
ICON YOURSELF, CUT DRAG
DRAG is the deep, often hidden, chasm between understanding yourself–your true value–as a brand, an art, a product, message, innovation or endeavor–and what your audience truly cares about.
In order for us to communicate who we are and engage anyone effectively, we need to know our own immediately understood Block or Icon’d self… or we experience drag.
If you don’t understand what about your offering your target market most cares about–and haven’t created a ROAD SIGN to communicate it–you are not only experiencing financial loss, loss of market share and inefficiency, but you are experiencing the frustration, that deep nag, that you could be doing more.
No matter how successful you are, if you know in your gut “If the world only knew” you would be even more sought after, then DRAG is weighing down and holding back not just you but your entire company and its prosperity.
The Deep Nag, frustrated thought, “If the world only knew…“
Tireless Longing to be Meaningfully Seen, Heard and Identified for your highest potential–– our best selves, brand, product, idea or offering.
THE ICONIST WORK + TALKS
BECOME THE FIRST CHOICE
When we can get attention at will–cutting free from DRAG–we can motivate and inspire others, adapt faster, get buy-in, improve culture, generate demand, increase productivity, creativity and ultimately be more fulfilled as organizations and individuals.
Establish the BLOCK™ that speaks directly and emotionally to you desired audience in an instantly comprehended way–this is the only way to capture attention, ensure engagement and sear in the minds of those you are trying to reach.
Based on the primary emotional concern of any desired audience, learn the power of monolithic simplicity to create instant understanding, engagement and greater demand.
For any message, product or innovation, the right BLOCK™ through obviousness captivates and magnetizes onlookers. Hook your audience instantly and powerfully engage.
Transparency that speaks directly to the primary emotional concern of your desired audience immediately STANDS OUT. Craft this BLOCK™ and lead with it everywhere–you will breed demand and become the first choice.
BLOCKS™ generate team and employee “buy-in”. Monolithic simplicity of brand identity breeds emotional connection from the C-suite to the receptionist. Create job and employee fulfillment, reduce turnover, increase loyalty, enhance productivity, increase the speed of adaptability, sharpen focus, and inspire unity in your organization.
On site, in-person workshopping that teaches the art + science of ICONing through the primal laws of BLOCKS™. Steer a campaign, product launch, corporate rebrand, communications summit, art direction, music composition, or any endeavor that you truly want to STAND OUT in the world.
Inspire employee productivity, creativity, adaptability and fulfillment.
Experience lift in design, craft, and any art that will captivate the imaginations and hold the attention of your desired audience.
CONSULTING + WORKSHOPS
BenBella Books, Inc.
214.750.3600, x105 817.808.5109
CEO, NEXTUP Speaker Management
The Rudy Agency
Jamie Mustard is an expert on perception in the physical world, a strategic multi-media consultant, art, design and product futurist, conceptual artist and Iconist. He has codified the primal laws of what makes anything iconic–the anatomy of what causes any idea, art or message to STAND OUT and take hold in the human mind, across any medium. His passion is to teach the science and art of obviousness, helping professionals, change agents, artists and businesses confidently and at will make their messages, brands and ideas STAND OUT to their desired audiences–breaking through “DRAG” from dilution that we all know we are all up against.
A graduate of the London School of Economics, Jamie’s work is an explanation of the ‘economics of attention’ based on the primal laws of human perception. Jamie’s Iconist work has spanned some of the world’s leading companies, technologies, artists, designers, creatives, nonprofits and the globe–Cisco, Intel, Adidas, Symantec, Pacific Northwest College of Art and TEDx at creative giant, Wieden + Kennedy. Jamie was most recently interviewed live on stage at Content London with Mindhunter lead actor and movie star, Holt McCallany.conceptual
H. SHAW THOMAS
Shaw is Managing Partner and Executive Producer of The Iconist book, work and talks. Through her long-standing partnership with Jamie she is a master of monolithic simplicity and icons.
Shaw’s experience in messaging, business strategy and demand generation spans a range of fields, innovations, services, and causes – 2000 Sydney Olympics, Pentathlon Coordinator, Publishing Conde Nast in New York, private Antique Document Curator, Board President of Speak Up for Kids, and Chief Marketing Officer for a 300 person law firm.
Shaw is a thinker, artist, truth seeker, believer, wife, mother and giver. She is a graduate of Colgate University with concentrations in English, Philosophy and Religion. At her core, Shaw lives to amplify and encourage the dreams of others both in strategy and transparent, bold, clear voice. Shaw is a lover of humanity, of story, adventure and goodwill – she believes in making good things grow.