In the journey of life and business, resilience is often the difference between success and stagnation. It’s a quality that allows us to bounce back from setbacks, adapt to change, and thrive in the face of adversity. This concept was first introduced to me by my 9th grade English teacher, Ms. McQuillan, who imparted a lesson that has resonated throughout my life and career.

The Lesson

Ms. McQuillan had a unique way of capturing our attention on our first day of high school. She stood before a room of newly minted freshmen and proclaimed, “Tenacity. Strive to acquire the tenacity of a weed.” We chuckled at the analogy, unsure of what it meant at the time. She explained that weeds, with their resilient roots, defy the odds by thriving in adverse conditions — persistently pushing through concrete and adversity. They embody strength through their ability to endure and persist. She encouraged us to embody that same tenacity in our studies and beyond.

“Strive to acquire the tenacity of a weed.”

What made the lesson even more memorable was that Ms. McQuillan had prepared bookmarks for each of us, crafted with the motto “Strive to Acquire the Tenacity of a Weed” printed in bold letters. It was a small gesture, but it underscored the importance of her message. Funny enough, I still have that bookmark somewhere in my office—it felt too important to let go of, a tangible reminder of resilience and determination.

Applying Resilience in Business Strategy:

Today, Ms. McQuillan’s lesson resonates deeply with our lives and our work here at 3 Pillars Co. As a brand experience agency, we wear many hats to achieve exceptional results. Some of these roles present more challenges than others.

In our business strategy endeavors, resilience transcends mere survival; it embodies our ability to embrace change and transform challenges into opportunities. Whether navigating economic downturns, technological disruptions, or evolving market dynamics, resilient brands pivot, innovate, and lead rather than retreat. This principle is particularly crucial in our meticulous process of event development and brand design.

In our consulting practice at 3 Pillars Co., We’ve seen firsthand how resilience shapes outcomes. Clients who embrace a resilient mindset are better equipped to pivot their strategies, rethink their approaches, and emerge stronger from setbacks. It’s not merely about surviving; it’s about thriving in a dynamic and unpredictable market environment.

Food for Thought.

Pause for a moment and think back to the last time you tried to pluck a weed from your garden.

Remember how surprisingly challenging it was?

Those weeds, with their strong roots firmly planted, remind us of the strength that comes from resilience.

In your own life and work, how can you cultivate that same tenacity? How can you strengthen your roots to weather storms and, just possibly, grow stronger in the face of adversity?

Strategies for Building Resilience:

  • Embrace Change

Instead of fearing change, view it as an opportunity for innovation in brand experiences.

  • Learn from Setbacks

Treat failures and setbacks as learning experiences to refine brand strategies.

  • Encourage Open Communication

Foster a culture where feedback is valued, ideas for enhancing brand experiences are shared openly, and teams collaborate effectively.

  • Diversify Strategies

Avoid reliance on a single approach or solution. Explore multiple avenues to elevate brand experiences and achieve client objectives.

Tenacious Brands

In the ever-evolving landscape of business, certain companies stand out not just for their success, but for their unwavering resilience and innovation. These tenacious brands have faced challenges head-on, continuously adapting and pushing the boundaries of what’s possible.

Here are some inspiring examples of brands that have harnessed the power of resilience and tenacious strategies to drive groundbreaking innovtion.


From entertainment innovation with DVD rentals to streaming giant to production powerhouse.

  • Resilience: Netflix started as a DVD rental service and faced significant challenges from competitors like Blockbuster.
  • Tenacity: Instead of sticking to the traditional model, Netflix embraced the shift to online streaming and content development.
  • Brand Innovation: By investing in original content and data-driven personalization, Netflix transformed the entertainment industry and established itself as a dominant player in streaming.


History of Nike from 1968 - 2024 - A Global Branding Masterclass

Becoming the pinnacle of tenacity: Just Do It

  • Resilience: Nike faced competition from established brands like Adidas and Reebok in the early years.
  • Tenacity: Through relentless marketing, innovation in product design, and high-profile endorsements, Nike persevered.
  • Brand Innovation: The introduction of Nike Air technology, the “Just Do It” campaign, and the direct-to-consumer strategy with Nike stores and apps have kept the brand at the forefront of the sportswear industry.


Adapting a children’s brand to a multi-generational experience.

  • Resilience: In the early 2000s, LEGO faced declining sales and financial struggles.
  • Tenacity: The company re-evaluated its strategy, focusing on its core products and embracing digital transformation.
  • Brand Innovation: Collaborations with popular franchises (e.g., Star Wars, Harry Potter), brand collaborations with Levi’s, IKEA, and more, and the development of the LEGO Digital Designer and LEGO Ideas platform helped LEGO regain its position as a beloved and innovative brand.


From a Seattle coffeeshop to a global experience.

  • Resilience: Starbucks initially struggled to differentiate itself in the crowded coffee market.
  • Tenacity: Howard Schultz’s vision to create a “third place” between home and work guided the company’s expansion and innovation.
  • Brand Innovation: Starbucks revolutionized the coffeehouse experience with initiatives like the Starbucks Rewards program, mobile ordering, a focus on elevated experiences with Starbucks Reserve, and a focus on ethical sourcing and sustainability.

Resilience isn’t just a buzzword—it’s a fundamental trait that fuels sustainable success. Whether you’re leading a team, launching a campaign, or nurturing client relationships, embracing the tenacity of a weed can propel you forward in the face of challenges. As we navigate an increasingly complex business landscape, let’s remember the enduring wisdom of Ms. McQuillan’s lesson: resilience isn’t just about surviving; it’s about thriving.

Let’s update the motto: “Strive to embody the tenacity of a weed, for we grow stronger when our foundation is firmly rooted.”

Call to Action: How has resilience impacted your journey? How can you create thriving and sustainable brand experiences in your work?

Share your stories and insights in the comments below. Subscribe to our blog for more articles on brand strategy and innovation. Together, let’s cultivate resilience and shape a more resilient future for our brand experiences.

3 Pillars Co. is a Baltimore City Certified Women-Owned and Minority-Owned Business Enterprise (M/WBE) and an accredited agency through the International Air Transport Association.

We are a global brand experience agency specializing in events, design, and business strategy. Let us help you make an impact.

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A global, brand experience agency specializing in events, design, and business strategy.

3 Pillars Co. is Certified/Accredited by:

Baltimore City Certified Women-Owned and Minority-Owned Business Enterprise (M/WBE)

International Air Transport Association(IATA) Accredited

NAICS: 54143, 54161, 561920