Culture is not a consumer good

Culture is not a consumer good. In Silicon Valley there are companies that serve free catered lunches created by celebrity chefs or some that offer on-site massages. When companies focus on too many “perks,” it creates a culture of entitlement, which is a dangerous paradigm because it makes it harder for the company to keep […]

Give them a reason to be loyal to your brand

Even if on paper you are the most qualified, even if you can demonstrate that your product is superior, even if you have a watertight rationale to demonstrate that you are the best choice by a mile, people will be reluctant to support you unless they believe you. And they won’t believe you unless they […]

What front-line service tells you

Being story-driven is less about following brand guidelines and more about choosing to act in ways that are consistent with core values. We’ve all witnessed how a company’s purpose and values manifest in the actions of its employees—for good or ill. You have likely experienced an unhelpful doctor’s receptionist or a disengaged sales assistant whose […]