Who says resolutions are just for personal goals? As per tradition, here’s my ever-evolving list of resolutions for brand leaders, meant to help guide your success in 2021 and beyond.
Read them, live them, laminate them!
- I will keep two things front and center: The people we exist to serve, and the change we will create for them. My starting point is not what we get, but what we give.
- In line with #1, I will craft a brand positioning statement that clearly defines our Who (the people we serve), our How (our meaningful difference) and our Why (the benefit we create).
- I will approach strategy as an informed opinion on how to win. I will diagnose where we are, establish where we want to be, and make clear, credible choices to bridge the gap.
- I will remember that what we do matters far more than what we say – and if we do something meaningful, we’ll have a story worth telling.
- I will be focused, disciplined and creative. I will do a few things very well instead of many things at parity. I will do more with less.
- I won’t waste one minute trying to please everyone, because what we do isn’t for “everyone.”
- I will recognize that internal victories precede external ones – and that guiding the unified intent of our team is one of my most important roles.
- I will remember that culture beats strategy – but it’s not an either/or.
- I will treat my consumers, co-workers and partners with the respect they deserve – always.
- I will ask more questions, listen more, read more and learn from every possible source.
- I will use my brand as a force for good – to make the world a better place in some way.
What would you add to this list of resolutions? Here’s to creating meaning and value in 2021!
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About Matthew Fenton: Matthew is a former CMO who helps brands to focus, stand out and grow. Since founding his consultancy, Three Deuce Branding, in 1997, he’s helped hundreds of brands to achieve “brand clarity.” His consulting services and speaking engagements help brands to focus on what matters through positioning, strategy and ideation. Contact Matthew here. He’s based in Chicago.
Copyright 2020 – Matthew Fenton. All Rights Reserved. You may reprint this article with the original, unedited text intact, including the About Matthew Fenton section.