Article featured in 2020 will go down in history. Not only because of the global pandemic, but due to the lasting impact it will have on the business community at large. Leaders are being asked—no, forced—to retool their businesses to be successful in what many believe to be our new normal. COVID-19 [...]
More than ever before, businesses operate in a world of transparency. The always-connected-and-consuming buyer has unprecedented access to your organization. Your strategy and story are visible to anyone, anywhere, at any time. How your business operates, what your organization believes in, the actions employees take and the words you use to describe the value you deliver — [...]
Many executives we speak with — truly undervalue the power of their corporate story. They do not realize the intrinsic link between the financial performance of the business and the clarity of their story. An article in the Journal of Business Strategy illustrates the “financial upside” of activating a clear, compelling and consistent corporate story. [...]
This may sound counterintuitive and go against everything happening in the world today, but CEOs and C-suite executives need to speak their minds. They need to deliver the message they know must be received to drive change or improve results at their companies. The reality is … this is not happening today. The world we [...]
Every leadership team and company goes through it. Market dynamics change. The corporate vision becomes blurry, the strategy becomes less obvious across the organization. The company loses sight of its core purpose. It happens. The question is, as a C-suite executive, what do you do about it? Most companies think a new corporate slogan, branding [...]
When we speak with business leaders about strategic messaging and their corporate story, many think the topics are soft. Maybe these executives should take a look at the results from a recent study conducted by InnerView and FocusVision. In the study, leaders were asked: “How much does an inconsistent corporate story cost your company on [...]
While CMOs have been talking about delivering a seamless multichannel experience for years, the fact is, most companies are still failing on this front today. And, not without good reason. Complexity has grown significantly. There are more stakeholders, technologies, channels and touchpoints involved in the customer journey than ever before. Add to this the explosion [...]
We live in an instant gratification world. Do something fast. Do something once. Expect immediate and lasting results. What is very concerning is the “instant gratification” mindset has crept into strategic communications, and it is killing business performance. Sure, CEOs and C‑suite executives are moving so fast that they rarely have time to catch up [...]
Data and analytics, the explosion of digital channels, and employee involvement are all factors rapidly changing how companies develop and deliver their story throughout the customer experience. And while formulating a meaningful and relevant message is critical to success — delivering a clear, consistent and connected story throughout the customer experience will determine the winners [...]
Have you audited your story (messaging) lately? What percentage of it speaks to your customers? Their pain? The problems they are trying to solve? What they are trying to accomplish? How you can help them get there? What percentage of your story is about your products? Features? Capabilities? Bits and bytes? Speeds and feeds? Well, [...]
