By Business Marketing Association Article
“Locating a company’s “ideal” starts with senior managers getting together to ask themselves some tough questions: What difference does the company make in the world? Why do people come to work at this company? How do we behave when we’re at our best?
While the ability to “listen” to your audience(s) has taken on an added currency because of the immense changes in consumer behavior, companies also have to improve their capability to listen internally. “If we’re not listening to each other, if we’re not asking each other these questions, if we’re not in this together [the ideal] will be not be authentic and it will fall apart,” Stengel said. “I always work for many, many, many months internally before I go outside and that’s what you must do.” …
During the meeting Stengel will discuss a major component of “Grow”: a global ten-year growth study of more than 50,000 brands that he conducted … The study revealed that those companies that center their business on the ideal of improving lives have a growth triple that of competitors in their categories.”
