October 25, 2018     Daily Post

What we say and how we say it

It’s not what we say, but the energy and conviction with which we say it, that makes the difference:

  • The nervous sales representative doesn’t make the sale. If he doesn’t truly believe what he’s saying, why should we?
  • The broken web page citing product reliability gets no opt-ins. If the owners don’t live out their priorities, why should we think they’ll be any different with us?
  • The teammate that promises camaraderie but ‘disappears’ when everyone needs to pull together, isn’t someone worth keeping around.

A brand (just like a person) is only as strong as the promises it keeps, not the promises it makes.