MARKETING TIP #049
“Transforming from Good
to Great”
Great Brands are built on specific behaviors. These behaviors are predictable and give the customer a sense of security — knowledge that when you buy a brand you can count on a certain brand experience.

Underlying these behaviors are the insights that Jim Collins discovered in his research for "Good to Great;” one of the best business books available. He underscores these behaviors as critical:

  • Get the right people on board first, and then decide where the company should go.
  • Face the hard facts, don’t fear the truth and take appropriate action: sooner rather than later.
  • Answer these three critical questions: What can we be the best in the world at?  What drives our economic engine?  What are we deeply passionate about?  Combine your answers to these questions into a simple unifying concept which you will use to guide and direct the organization.
  • Create a culture of creative discipline where employees will go to great lengths to fulfill their responsibilities and help the company to achieve its goals.
  • Use technology to accelerate, not create, momentum. Start out slowly, test carefully and expand with caution.
  • Don’t expect overnight success. This process of transformation requires time, many small actions and a continual persistent, sustained effort.
  • Plan for the long term and avoid quick-fix programs. Start slowly and strive to build momentum. Once you reach a certain point, momentum will take over and the effort will sustain itself.
Begin the transformation today and take your company from good to great. Along the way, your brand will be transformed as well.

Talk to you soon,

Kae Groshong Wagner

CEO, Founder — North Star Marketing
Award-winning Author, Speaker
Brand Consultant
CEO Advisor for Sales & Marketing

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