If there’s one thing I learned over the years, it’s how much I can gain by yielding to the expertise of others.
That doesn’t mean they shouldn’t be challenged. Quite the contrary. Without honest debate, we can never achieve true progress, which is upward, not just forward.
But, even the best pilots need a navigator to help them avoid the turbulence of going it alone and flying blindly over new territory. The more experts you keep in your circle, the better you’ll be at determining your next great move. And, the better chance you’ll have that your crew will follow and grow with you.
It’s also important to understand that real progress usually requires that you take on some level of risk. But, don’t confuse that with following your gut. I’m referring to calculated risk that can only come from experience, data and reason.
The bottom line is that you just can’t do it all by yourself. So, the next time you’re at a crossroads, it might be best to stop, look around, decide where you really need to be, and make sure you have the humility to ask for directions. That’s true leadership.
The tagline is not about who you are or what you sell. It’s about them: your target audience. So, you better make sure it’s concise, direct and memorable, so they recall it the each time they hear your name.
The bankruptcy courts are full of great ideas that were undermined by ineffective branding and promotion. Build it and they will come? No, they won’t. Not unless you make them really want to. Or, better yet, need to.
So, if you find yourself continually restating your promise or steering your audience away from false perceptions, then it’s time to take a step back and see where things have gone astray. And, that might just require the objectivity that can only come from outside of your organization.
If your branding efforts aren’t branching out beyond your customer base, you’re missing an opportunity for it to take root in areas where it can add real value to your business.