Your vision should be the same for your company and for your customers

Your vision statement for your company should be the same as it is for your customers. Why? Because what you want for your company should be in perfect alignment with what you what you want for your customer. Your company is in business to make it happen. This is probably fairly controversial in a world of vision statements where the focus is being number one or two in a market or having a PC on every desk, but here are three reasons for having a single unified vision statement: –Align your goals with your customers’ goals –Allows your company to focus on what will bring success, not technologies or tactical strategies -The size of the vision correlates to your market and growth I will go into more detail about this in the future and it will become clearer as I provide examples, but think about this for now: As a customer all other things being equal, with whom would you rather do business? The company whose vision is for you to be successful or for that company to be successful? Plus, a customer centric vision statement lets the customer know how doing business with you will affect their lives. The reality is that the most successful companies are doing this today.

What is I View The Top?

I VIEW THE TOP is a mnemonic for a collection of eleven marketing principles I developed (developed may be the wrong word, curated perhaps?) that I believe are key to both growth and long term success as an organization. Those principles are Inspiration and Passion, Vision for the Customer, In Everything Brand (in nothing brand), Evangelists, Word of Mouth, Tell Stories, Honest and Open Communication, Enemies, The Price is Worth it, Open New Markets, Perform Miracles. The goal of this website is to provide more insight on my thinking about those principles and to find relevant, topical articles that help highlight them.

In all things Brand, in nothing brand

You are probably wondering what this means. At its core it means you need to look at your vision and then define your Brand as everything related to delivering on that vision. Why the capital ‘B’ Brand and the small ‘b’ brand? Capital ‘B’ brand are all of those things that you do that are related to your vision, that is your real Brand, small ‘b’ encapsulates all of those hour long discussions you have over colors and photos and the perfect copy. There are a lot of people who will tell you those are your brand, but they are not (unless you are a creative agency). If an hour discussing colors takes you away from an hour developing your real Brand, that is wrong. Branding is a key concept to marketing and there have been many, many books written on branding. Searching Amazon.com there are over 3000 books on branding. Branding is crucial, but the most crucial aspect of branding is that everything is branding and more than that your employees, your customers, your management, your board must live your brand. Every item in this on this site is part of the brand and the key that will differentiate your company is the extent to which it is incorporated. You cannot be too extreme in implementation.