Give them a reason to be loyal to your brand

Even if on paper you are the most qualified, even if you can demonstrate that your product is superior, even if you have a watertight rationale to demonstrate that you are the best choice by a mile, people will be reluctant to support you unless they believe you. And they won’t believe you unless they […]

Shortcuts that others care about

In a digital and globalised world, we have more opportunities and choices than ever before. Sometimes in our attempt to fit in or keep up, we look for the shortcut to success or pursue goals that are more important to others than to ourselves.

What front-line service tells you

Being story-driven is less about following brand guidelines and more about choosing to act in ways that are consistent with core values. We’ve all witnessed how a company’s purpose and values manifest in the actions of its employees—for good or ill. You have likely experienced an unhelpful doctor’s receptionist or a disengaged sales assistant whose […]

We don’t set out to be mediocre

Nobody sets out to create a product or company that’s mediocre or, worse still, one that causes harm. We all want to do work that matters. We start every day with that intention. And yet, despite our best efforts, we falter. We sometimes take shortcuts. Say things we don’t mean. the author says we do […]

Win by mattering

Great companies have something in common: they don’t try to matter by winning. They win by mattering. The people who build them know what they stand for and act on those beliefs. What they think, say and do are always in alignment. Their story is consistent. Great companies rise to our expectations by being who […]

We have become reactive

We have become reactive to the competitive landscape, rather than responsive to the needs of our communities—those people we hope to serve. We are so focused on the competition, or even the threat of it, that we’ve forgotten to double down on what makes us and our work unique and valuable.

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