Work on things that matter.
Our lives begin to end the day we become silent about things that matter. Martin Luther King said this in relation to our individual lives, but the same can be said of a brand. Understanding what will matter to your audience in the future is central to building a relevant perception in the marketplace. It also applies to your organisation as it tries to focus on what marketing activities and messaging matters when you are building a sustainable business.
Creativity is a competitive advantage.
For many organisations, having better ideas more often may present a new competitive advantage. The key is this: creativity is not the exclusive domain of dreamers, designers, and entrepreneurs. Creative ideas can come from anyone, and it is essential to work with a consultant that can draw out the creativity in your business.
Business should be personal.
A brand is an opportunity to scale human relationships in a consistently personal manner. And because it is personal, let's go about our work with passion or not at all.