“The Experiment So Far Has Been a Success.”

Experiment So Far Has Been a Success
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During the Discovery phase of a recent project, I was fortunate to spend some time chatting with the company’s founder.  Though he’s no longer very active in the business, he clearly conveyed the values on which the company was founded three decades ago. The employees live these values to this day.

He’s a wise, charming fellow, full of character, and I could really see why his customers loved him.  Among the dozens of kernels of wisdom that I gathered in that conversation, one really stuck with me.  When I asked him about the history of the company, he wrapped up a story of impressive growth by saying simply:

“The experiment so far has been a success.”

The more I think about this statement, the more I like it, and it reflects an excellent attitude for business-builders to adopt.  Let’s break it into pieces:

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Who Really Builds the Brand?

(Reading Time: 2 minutes)

Within your company, who really builds the brand?  Which department is responsible for brand-building?

Trick question!  The answer is “All of them.”  Everyone plays a part in delivering on the brand positioning and bringing the brand to life.

Let’s use a hypothetical consumer packaged goods company as an example of “who does what” (the parallels to your own company should be easy to see):

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