​

So, I’m still on the fence of whether this recent post by Chipotle counts as an “Intellectual Headshot”, but I’m definitely filing this under “The Power of a Visual”

This Headshot delivers on so many levels.

It’s funny. Self-deprecating. Relatable.

​

But even more so, it does hit the four hallmarks of a great Intellectual Headshot:

Instant — about 2 seconds to consume and get the punchline

Memorable — the surprise dissonance of Chipotle sharing a Venn diagram

Replicable — so simple, you could see it once and draw it from memory

Sticky — try not thinking about this the next time you go to Chipotle (or any other counter-service restaurant)

​

Now, is this one post going to serve as the foundation of Chipotle’s business?

No.

​

Will it sell a few more burritos?

Perhaps.

​

Does it tell you who Chipotle is?

Yes.

​

Sometimes that’s all we’re after, for now.

​

💡

-Wes

​

P.S. For a full teardown of a recent client's portfolio of Intellectual Headshots, check out the last 15 minutes of my recent appearance on The White Rabbit w/ Matt Krause and Alper Rozanes.

And if you want to learn more about building out your Intellectual Headshots together one-on-one, check out The IP Builder Sprint and book a free call.