There are articles all over the place and books overloading shelves in the business section of the stores having to do with strategies and branding. One of the theories that I find appealing is that, when it comes to strategies and visions and missions, it’s important to leave your products or services out of these guiding statements altogether. A company that determines its goodness or place in the lives of its Customers based simply on what they produce or do is missing a bigger piece of the puzzle: Why a Customer should care in the first place.
It has repercussions on the ground: If you make men’s shoes, that’s great. But your brand and your vision should likely be more than simply, “we make good/great shoes.” One reason for this is if the maker of “good/great shoes” were to go out of business tomorrow, a competitor would simply come in and buy up whatever is left of value—be it the supply chain, the raw materials, the cobblers (or elves?), the brand logo—and run on with whatever they’d been doing all along regardless of any greater purpose the recently out-of-business company may have had. In short, the erstwhile shoe maker wouldn’t be missed. (more…)