Unleashing the potential
Brand. This is perhaps the most important and least understood word in our business world. Yet, loyalty to a brand is the most important predictor of business success.
A brand is far more than the superficial garb, it is the organizational persona.
To be successful, it must be authentic and purposeful, able to be align with the needs and aspirations of its customers in a way the unleashes the creative genius of its employees.
Well, at least, in theory. To be truthful, many companies are not able to define a purpose other than making money. And most employees are punching a clock. By some studies, fully 85% of employees would leave their jobs tomorrow if they they could.
Think about it. In our global economy, competitive advantage is no longer being defined by the ability to control a value chain, but by having a faster rate of innovation. We need to accelerate our innovation by aligning and unleashing the passions of our customers and employees.
Take a moment of reflection. How well has your company defined a transformational purpose that inspires customers? How well have you been able to unleash the creative potential of your employees to fulfill that purpose? Without asking these two simple questions, it is impossible to to define an authentic and successful brand.
Entry filed under: Uncategorized.