Have a purpose beyond making the sale.
The best companies move beyond “selling” a product or service to making the lives of their customers better. Apple computers did not set out to sell computers; the ultimate dream of the early leadership was to increase the productivity and creativity of people using personal computers. Cirrus did not become the fastest growing manufacturer of airplanes during the past ten years by creating a better sales program; they built the safest and best performing light aircraft by engaging their customers as partners in the company’s research and development program. Selling is anchored in what is good for the company, while “activism” is anchored in what is good for the customer.
Creating a purpose cemented in the business motivates internal discussion about the future of the company, inspires innovative thinking and helps establish a blueprint for successful marketing activities. Aligning the business purpose with customers’ needs will ultimately contribute in a positive way to the business’s bottom line.
Tags: Brand Activism, RIESTER, Tim Riester
