Back in the day Benjamin Franklin (or Daniel Defoe) famously said: “In this world, nothing can be said to be certain, except death and taxes.” While such wisdom is true, it feels somehow incomplete. One could rephrase it today as follows: “In this world, nothing can be said to be certain, except death, taxes, and … Continue reading Why do change projects fail?
There are some brands that I find so successful. I call them magnetic. One of those brands is Maui Jim, the sunglass company. The brand is best known for its high quality, reasonably priced and fashionable polarized sunglasses. I bought my first Maui Jim sunglass in 2008. Since then, I bought two more. As rational … Continue reading Key to customer loyalty
"To satisfy our customers' desires for personal entertainment and information through total customer satisfaction." Years ago, Seth Godin found and shared the above mission statement. Sure, it is a terrible one. But, at least that one was bad enough to get noticed. Usually, the mission statements that I have to deal with are more like … Continue reading Why do mission statements suck?
The author of this blog describes a brand as a promise. This is a universally accepted definition, which will be valid for years to come. However, for marketers to focus solely on the promise is not enough anymore. Here is why... We previously talked about how obsessed Millennials are with making a real difference. Fortunately … Continue reading What do you stand for?
What is one thing that all companies have but nobody uses? That’s right, a mission statement. The reason why nobody uses them is that most of them are written very badly. Today, we are going to tackle the world's mission statement problem. First, let’s start with the definition of a mission statement. No company is … Continue reading How to write a mission statement?