Thought leaders love attributing Amazon’s success to its obsession with customer experience. But what about the army of overworked people who made it all possible?
Core company values are an essential part of ensuring every employee works towards the same common goal. But they have to mean something. Otherwise, it’s just a vanity exercise.
The right mission statement clearly conveys why you’re here and what you stand for. But to be truly valuable, it has to mean something.
We learnt a lesson in the early 2000s. Distinctive doesn’t have to be boring and it definitely doesn’t have to be uniform. TV idents teach us you can be distinctive and creative.
Who are we targeting? It’s the first question asked in any discussion around strategy. That’s why we tackled buyer personas for our first release of Mkt.
Differentiate or die. It’s been drilled into our heads since school. But just how relevant is the Unique Selling Proposition (USP) for marketers today?
Why do we choose one company over another? In today’s world – with so much parity between products and services – it’s rarely down to a USP or differentiating factor. Instead, we buy from brands that share our values and vision statement.