When a mission statement is well written, it serves as a declaration of purpose. But corporate mission statements are often little more than a descriptive sentence about products, aspirations or desired public perceptions. They’re more powerful when they clearly and specifically articulate the difference your business strives to make in the world. Here’s an example […]
Emotions are critical because they drive behaviors. When you achieve an emotional buy-in from consumers and employees you have a competitive advantage in a world of increasing commoditization.