Talent is the great divider of brands. Your organization’s ability to attract, hire, and organize talented people is what will separate it from the competition. As Donald Rumsfeld famously said, “A’s hire A’s and B’s hire C’s.”
Selling a new innovation or a new concept is hard, because clients are resistant. They don’t get it, or they’re not prepared to change. So they ply you with platitudes, “This looks amazing, but it’s two years ahead of what we need.” Or some other compliment veiled as a brush off. The issue is not one of innovation or understanding. This issue is branding. Positioning an innovation requires a different approach.
Small businesses are not investing enough in sales and marketing. Treat marketing as an investment. Invest in marketing as a percentage of revenue, and grow it with your business.
Give your ideas flight. Every great marketing idea starts with a pitch. Get in front of your ideas and sell them. If you don’t sell them, no one will.
Goals shape brands. They become the guiding purpose of a business, and provide a lightning rod to organize people, create energy and make decisions.
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