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 […]

Win by mattering

Great companies have something in common: they don’t try to matter by winning. They win by mattering. The people who build them know what they stand for and act on those beliefs. What they think, say and do are always in alignment. Their story is consistent. Great companies rise to our expectations by being who […]

Uncertain in Our Values

Before we can look at our values and prioritizations and change them into better, healthier ones, we must first become uncertain of our current values. We must intellectually strip them away, see their faults and biases, see how they don’t fit in with much of the rest of the world, to stare our own ignorance […]