Here for Good | The 100-Year Vision.

Today,  longevity seems like an anomaly.

Fast changes and new ideas have shaken up industries so many times that most companies and nonprofits are focused on year-to-year survival. This has made it harder for leaders of purposeful businesses and charities to focus on the old idea of long-term impact. Ironically, this is precisely the reason they fail early.

The average lifespan of companies has dwindled over the years, and an alarming short-term mindset prevails among the founders and leaders of many organizations, causing them to perish prematurely.

A recent study conducted by McKinsey & Company highlighted a surprising trend: the average lifespan of US companies stood at a robust 90 years in 1935, but by 2010, it had dwindled to less than 14 years. It’s a stark reminder of how short-sightedness can prematurely end the journey of many organizations.

I firmly believe that a company thriving for 90 years or more should be the norm, not the exception. It should be an anticipated, mature lifespan. Yet, an alarming short-term mindset prevails among the founders and leaders of many companies and charitable organizations, causing them to die prematurely.

But at OX, we dare to dream differently. Our vision is to build a 100-year brand that endures, evolves, and continues to positively impact the world. Why shouldn’t a company thrive for a century or more? We are not merely chasing short-term success; we are intentionally crafting a legacy that will endure.

Let’s explore what it takes to become a 100-year brand and why it’s crucial for us.

The Vision of OX

We believe that a company’s lifespan should extend far beyond the norm. We recognize that the landscape of creativity is ever-changing, with trends like social media, film, and in-person events evolving rapidly — but the lifespan of an organization should be longer than the existence of a trend.

In a world where longevity and innovative thinking are in high demand, we aspire to be the pioneers who bridge that gap. We are intentionally crafting our company to stand the test of time, aiming for a remarkable 100-year lifespan.

Thinking Long-Term

Back in 2010, as OX was taking its first steps, I jotted down a simple but profound quote that has proven true time and time again: “The faster you grow, the faster you die.” Over the years, we’ve learned that the definition of “fast” can vary in different contexts. There were moments when our growth outpaced healthy development, leading to setbacks. Learning from these experiences, we’ve embraced the importance of long-term thinking.

To achieve this monumental goal, we recognize the need for a long-term mindset. (Hint: 14 years is far from long-term)

The Secrets of 100-Year Brands

In our quest to understand 100-year brands, we’ve uncovered two vital truths:

1. The Family Tradition: Most enduring brands tend to be family-owned or led by individuals who intentionally pass down a tradition from one generation to the next. Consider the Kalenjin tribe. This tribe in Kenya’s Rift Valley has produced more of the world’s great marathon runners than any other community on earth for decade after decade. All because of a tradition, an initiation rite, that teaches you how to persevere during pain: the essential character trait of all great marathoners. The essence of a healthy family tradition contributes to a brand’s longevity. At OX, we recognize that maintaining such generational continuity is crucial to our success.
2. Adaptability is Key: 100-year brands are masters of adaptability. “Rigidity breeds instability. The more rigid things become, and the longer things are stable, the more unstable they will be when the crisis hits.” For any company to survive, it must balance stability with flexibility, especially in turbulent times. They evolve and diversify their product offerings to remain relevant in a dynamic marketplace. A case in point is Nokia, which transformed from a paper mill in 1868 to a cellphone giant in the 2000s. However, their reluctance to embrace new ideas led to their downfall.

Why aim for 100 Years? We are on a mission to fill a significant gap in the creative industry. No creative agency or company currently offers 100 years of experience serving cause-driven organizations. Startups abound, and many companies rise and fall with their founders. We aim to be the first, bringing creativity, innovation, and long-term perspective to organizations dedicated to making the world better.

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At OX, our mission remains unwavering: providing world-class creativity to organizations dedicated to doing good. However, our methods are flexible. The world evolves, and market conditions change, making it imperative for us to adapt. Social media might evolve, video could transform, and in-person events may face uncertainties, but our commitment to our mission remains steadfast. Our mission is fixed; our methods are fluid.

The 100-year brand is not a myth or a distant dream; it’s a goal worth pursuing, and often things that are cheaper or easier in the short term are more costly in the long run.

Reflection: Are the threats that keep you up at night ones that will even matter in 10 years?

Are the decisions you make simply for the next 3–5 years or are you building with a long-term vision?

What would it take for your organization to endure?

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