More than ever before, we 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. This means — how your business operates, what your organization believes in, the actions employees take and the words they use to describe [...]
“In the context of shifting markets, quickly aging business models, complex company politics, and conflicting pressured on the business, an increasing number of companies struggle to make a clear choice about what business they’re in.” — The Clarity Principle This quote is from an excellent book we encourage every leader to read: “The [...]
As a CMO or C-suite executive, you have long understood that formulating a meaningful and relevant corporate story is critical to success. However, what you may not have realized is that delivering a clear, consistent story throughout the customer experience ultimately determines the winners and losers in business today. In fact, we would [...]
Ensuring every customer-facing employee can instinctively activate your corporate story and strategy in the customer experience can be extremely challenging. For this to happen, CMOs need to secure enterprise-wide collaboration and support. Every employee has to play his or her part. It is not easy. A recent article in Forbes, “Strategy 101: It’s [...]
If you are in the B2B space, you’ve likely read all the statistics about the rapidly evolving buying process. Complexity is the theme. More stakeholders are involved. Sales cycles are getting longer. Decision makers are doing more and more independent research before contacting a salesperson. One data point from a D&B Report that [...]
Have you audited your corporate story lately? What percentage of your messaging speaks to your customers? The problems they are trying to solve? The desired business outcomes they are trying to achieve? What percentage of your corporate story is about your products? Features? Capabilities? Bits and Bytes? Speeds and feeds? Well, if your business [...]
Why is it most of us know that Frosted Flakes are ‘grrreat’ and that Budweiser is the ‘king of beers?’ It’s because these brands have stayed true to their story. They established a position they wanted to own in their buyer’s minds and they stuck with it. They didn’t waver. They didn’t try to reinvent [...]
While CMOs have been talking about delivering a seamless omnichannel experience for years, the fact is, most companies are still failing on this front. 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 [...]
While you and your executive team may spend hours thinking about the company’s strategy and story — your customers, employees and partners do not. In fact, many leaders are amazed to learn ... > 55% OF MIDDLE MANAGERS CAN’T NAME ONE OF THEIR COMPANY’S TOP FIVE PRIORITIES > 70% OF EMPLOYEES ARE [...]
The business world we operate in today is driven by instantaneous communication. Employees, partners and customers now have immediate access to the messages being delivered by your organization — internally and externally. And the message you need them to hear ... starts at the top. So, the question is: What’s the story coming [...]
