What are some specific attributes of God’s character and ways?

How do we model them in the process of living out our roles?

Obviously, demonstrating the highest and purest standards for justice, ethics, honesty and integrity are a good starting point. These basic building blocks represent ‘101 level’ Christianity and are not even viewed as uniquely Christian qualities. We model God’s character and ways by:

• showing our respect for Him and His all-important place in our lives as we relate with others. After all, being who He is, He is worthy of being first in our lives in a manner which is tangibly modeled. One way we might do this is…

• being open with others concerning the time we spend with God and His Word. The people we touch through business share our own children’s perspective in understanding that importance is spelled t-i-m-e. The time we spend with someone or something speaks volumes to others about what we truly value. An important example of modeling what we value by how we prioritize our precious time relates to the time we spend with God in His Word. Our attitude toward Scripture’s importance and authority in our lives should model that of Christ. As we relate to the unique group of people our business attracts we naturally communicate the value of God’s Word to them.

• our marriage relationship and our attitude toward marriage in general. Many of the policies that we adopt can either support and enhance, or damage or destroy, the health of our team’s marriages. The way we pursue our own marriage and what we say about it are the most powerful influences we can have.

• our parenting and the priority we give to being a godly parent. The children of the world are perishing for lack of godly parenting. Youth crime and violence, rampant across our nation and globe, are the result of ungodly parenting and the rejection of God and His ways. Our level of commitment to our family and to parenting our children tells others a lot about our belief in God and His ways.

• our attitudes towards money and the pleasure of this world. Ouch! For those with some means, this can be a tough path to choose. As Christians – especially Christian leaders – we should have an entirely different set of values than the world does. If our behavior demonstrates a high priority on acquiring the ‘things’ that the world loves and seeks, something is radically wrong!

God has called us to a challenging and demanding role. It is costly and can seem very painful. It reflects a spiritual paradox: the easier it becomes to obtain worldly pleasures the harder it is to deny them to ourselves. To deny the flesh is never easy. It always hurts. But leadership in God’s Kingdom is a sacred trust. In this sense, nothing that we do or say is unimportant. To the degree that our lives and actions demonstrate our trust in God, and express His values and character, we succeed. To the extent that we express those of the world we fail to have a positive impact. The ultimate judgment of our work doesn’t happen here. This judgment doesn’t accept, nor will it ignore, our adopting worldly standards of hedonistic materialism. It will happen after our race is over and will be done solely according to eternal standards. Our effective use of the ability we’ve been given to influence others will be judged in terms that have nothing to do with worldly value. This is the stricter judgment spoken of in James 3. This is the higher standard we are called to reflect as we shine our light to a hurting world. This is, ultimately, our leadership responsibility.

Leaders lead, and leadership by example is the best technique as proven for thousands of years. No great leader has ever been a disciple of “Do as I say, not as I do.” Over and over again in the study of leadership, it comes out. The greatest leaders are those having volunteer followers. Inspiration through example moves people to follow more effectively and for longer duration than anything else.

Inspiring and influencing others to follow voluntarily is leadership in its purest form.
Of course, there are other forms of leadership such as totalitarian authority, positional, monarchical, or elected majority and so on, but in the operation of a highly effective and long term successful company, volunteer followers are what we need, not slaves, serfs, or robots.
Probably the antithesis of the type of leaders we are striving to illustrate would be the army which is based upon positional authoritarian leadership. There is no choice given to the followers, it’s either obey or be punished. The leaders are identified by their title and it alone qualifies them to direct, give orders and make decisions.

Jesus might be the greatest example of a true leader. He had no title or position, no real power other than truth and example. He led by example and the power of His vision.
Ghandi is another example of a basically powerless man who is acknowledged to have been a great leader who influenced by example.

In our companies, we are the leaders. We have a title which demands respect and we can utilize the army model of chain-of-command leadership and management if we choose to do so. Most companies do but most of the best companies do not.
In today’s world, and, seemingly even more so, tomorrow’s’ high performing companies use a different style. Modern leaders will be more like Jesus than Patton.
Influence will be more effective than positional power and developing the ability to be an effective influencer is key.

To close our time today, let’s hear the famous poet Edgar Guest as he says:

I’d rather see a sermon than hear one any day,
   I’d rather one should walk with me than merely show the way.
The eye’s a better pupil and more willing than the ear;
   Fine counsel is confusing, but examples always clear;
And the best of all the preachers are the men who live their creeds,
   For to see the good in action is what everybody needs.
I can soon learn how to do it if you’ll let me see it done.
   I can watch your hands in action but your tongue too fast may run.
And the lectures you deliver may be very wise and true;
    But I’d rather get my lesson by observing what you do.                              

For I may misunderstand you and the high advice you give,
   But there’s no misunderstanding how you act and how you live.

Consider how God built His Church. As recounted in “Why Work?” (Nancy & Howard Olsen,M3 Planning, 2006), the Christian faith was birthed and flourished in the marketplace. Jesus, a small town carpenter, recruited His disciples in the marketplace where He also made 122 of His 132 New Testament public appearances. Of His 52 parables, 45 had workplace settings. The gospels were written by workplace professionals. After Pentecost, the explosion of believers happened all over the city. Those working with Paul to reach the Gentiles typically led lives which blended business and ministry. Of the 40 divine interventions recorded in Acts, 39 occurred in the marketplace. When the Jerusalem temple was destroyed in 70 A.D., the early Church moved its ‘center’ to Antioch, a vital merchant trading center. Fast-forwarding to America, our founders coupled faith with work in establishing a free nation “under God.” The subsequent ‘great awakenings’ in our history gained their momentum in the marketplace.

What does this mean for us? Did we really sign up for all of this? It’s certainly far more comfortable to view our vocation as simply a 40-60 hour-per-week job. But artificially dividing life into secular and sacred realms doesn’t square with God’s Word. The Puritans had it right in seeing our vocation broadly as God’s call to social, economic, civil, and church engagement as we serve His purpose, using our God-given talents and opportunities to serve others. Jesus didn’t say “go to church,” but rather He called His people to be the Church and “go out”! But we all have specific areas where we like to hang out and devote our energy, often at the exclusion of other priorities. Whether we’re workaholics, doting parents, “can’t say no” church volunteers, or obsessive hobbyists, we must be careful not to reshape God’s call on our life into a lopsided focus on one or two things while ignoring others. Puritan pastor Richard Baxter said, “Overdoing is the most ordinary way of undoing.” In contrast, ‘diligence’ simply involves a constant, motivated effort to do what God wants, by seeing every responsibility as an assignment from, and for, the Lord… nothing more, and nothing less.

Marlon Brando’s pitiful angst in delivering the most famous line in 1954’s“best picture,” On the Waterfront, still resonates with us since it deals with a common condition: being burdened by regret for previous actions and lost opportunities. Brando’s character, Terry Malloy, was reflecting on his young life and the way he’d squandered his opportunity to have “class” and “be somebody.” An up-and-coming prizefighter from a tough neighborhood, he had settled for ‘chump change’ in throwing a fight that might have led to a title shot. This led to a series of compromises and a season of inconsolable regret in which he felt trapped, in the prime of life, by his previous mistake. The film finishes on a victorious note, in which Terry does “become somebody.” Although he didn’t become a champion fighter, he became a local hero, a leader at work, got the girl, and was mentored by a local priest. Like the thief on the cross (Luke 23:39-43), Terry’s actions proved the axiom, “It’s not how you start, but how you finish.”

Jesus’ brother, Jude, wrote to motivate Christians everywhere to action and to warn us about the eternal cost of living a nominal Christian life. Scripture tells us to cast all our cares upon Jesus, because He cares for us (1Peter 5:7). Proverbs 24:16 says, “A righteous man falls seven times and gets back up.” As God’s children who can never be snatched from His hand (John 10:28) and are entrusted with His truth that will never be broken or pass away (Matthew 24:35, John 10:35), we’ve been commissioned to contend for the faith. We can do this going forward with the unshakeable confidence that our life and work truly matter for eternity and that our past, present and future have been redeemed in Christ!

As Christ’s disciples, whatever our previous track record, we can be encouraged by two key facts.

First, we don’t do these things on our own; we have an awesome Lord who strengthens and cheers us along the way, picking us up and washing us off when we stumble.

Second, it’s never too late to be refined, seek God’s purposes, and finish strong.

Jude exhorts us to share God’s truth, reject falsehood and immoral practices, celebrate God’s goodness, live faithfully, and share Christ’s love.

“The plans of the diligent lead to profit as surely as haste lead to poverty” Pr 21:5

“…if it is leadership, let him govern diligently” Ro 12:8

What does diligence look like in our lives?

• With God: giving Him the devotion inherent in our relationship… and nothing less.
• With our spouses and families: fulfilling the role in their lives for which we have responsibility before God… and nothing less.
• Stewardship of the company He gives us to operate for Him: providing to it, and those we serve through it, all He asks of us… and nothing less.
• Service to His church: doing all He has gifted and called us to do… and nothing less.

Although it’s tempting to feel overwhelmed by this assignment, remember that diligence means doing what’s expected, not perfection or doing more than what’s expected! Let this thought sink in for a moment. Yes, there are many apparently conflicting demands on our time. We feel pressed on all sides, but there is an answer for every pressure… diligence, that which is expected by God and nothing more. Does this seem too simple, to just do what God asks in each area of our life? Our adversary would certainly like for us to think so. The truth, however, is that simple.

It’s the application that trips us up! This confusion is fueled by a culture that embraces ungodly values. We too often view the investment of our time in terms of how desired returns measure up to the expectations and standards of the world. This sets up a conflict between flesh and Spirit. The flesh, since it can’t survive this life, focuses all its demands and attention on the material world. The Spirit, since it transcends this life, urges focus on eternal things. We live amidst this constant conflict. Life is a battle zone where the war is fought largely through our choices regarding the use of time!

Considering Our Battle Zones

Getting back to our companies and their unique role in our lives, what does God expect of us? The answer of course is “whatever diligence requires”… nothing more, nothing less. “Well,” you might ask, “how does God define diligence for me?” The answer lies in your application of God’s Living Word and what He has revealed to you through prayer, circumstances, and His children. Try this working definition:

Diligence is what we can give to our business after more important priorities are fully serviced and lesser priorities are provided for.

Remember, diligence is also no more than that! To illustrate, let’s assume that God defines vocational diligence for you as normally requiring 45 hours per week. This is the amount of time He requires for you to provide to the business all He asks of you. Since He is the true Owner and Source, He has that right and the responsibility for whatever results flow out of His direction.

Let’s assume, in contrast, that you’re currently spending 90 hours per week on-the-job. What return do you suppose you’re earning for the extra 45 hours? The accurate answer is “nothing”! In fact, there’s a net eternal loss since, in order to work the extra 45 hours, you’ve taken them from other priorities. This is true in spite of the fact that you may appear to be profiting financially from the extra work. Financial profit isn’t the sole measure and, even if it were, we can’t know the results of the untaken alternative path. If we never retrench and delegate more fully to our staff, we’ll never know what might have happened. We can only wonder. Too often, the comfort of our longstanding habits – healthy or not – prevails.

Three recent C12 peer examples are worth mentioning. Each leader testifies that, in spite of reducing the hours spent in their businesses by more than 25% – one due to debilitating illness and two simply by choice – their income stayed the same or grew. What do you imagine they thought in advance of making their decision? What would you think? It’s natural for us to expect it to go the other way! But God and His ways are supernatural!

As leaders prone to pride and works of righteousness, it’s easy to fall into the trap of thinking that we’re somehow becoming more Christ-like by our own efforts. Sure, we know we’re saved by grace, but we’d like to think that our works make us more holy. In the heat of the daily battle we can forget that, apart from our identity in Christ, what we bring to the party – even on our best day – is “as filthy rags”(Isa 64:6). By leaning on our own righteousness, we damage our testimony with each offense, and push away many to whom we’re called to minister by our self-righteous behavior. In truth, our holiness depends on faithfully abiding in Jesus, which is made possible by His grace. John Piper recently said, “Grace isn’t simply leniency when we’ve sinned. Grace is the enabling gift of God not to sin. Grace is power, not just pardon.” For believers, God’s grace is active in saving us in Christ, sanctifying us in His image, and bringing us safely home!

Confident in God’s grace, we have the privilege of presenting ourselves, in gratitude, as living sacrifices and His ambassadors! When selfless works flow out of a heart that is grateful for such unmerited favor, others can often begin to see the reality of Christ’s love and gospel. With this truth in mind, let’s consider a few questions:

■Jesus told Paul that His “grace is sufficient” and His “power is made perfect in weakness.” How does this relate to us today as servant leaders and shepherds in the workplace?

■Do we behave or communicate as if “God is fortunate to have us on His team”?How can our ‘righteous’ behavior, often rooted in a misplaced sense of guilt or pride, create a stumbling block to others who truly need to hear Christ’s gospel of grace?

■Practically speaking, what does ‘humble reliance’ look like for us and how can this open the door with others to sharing the hope we have in Christ?

These tumultuous days may be the greatest season of our lives… the most fruitful that we have ever known! It will all depend on how we perceive them. It’s been said that “The circumstances of life don’t make me who I am; they reveal whose I am.” Light always shines brightest in darkness. This is our time! Brothers and sisters, we were created for this day!

Am I just ‘whistling through the graveyard’ or is this for real? Let’s talk about it.

Considering our Reality

If God has a plan for our lives – and He surely does – and if He will judge our performance versus that plan – and He surely will – then, if He is a just God, He must provide all we need to do what He asks. God is perfectly just (Dt 32:4, Dan 4:37, 1Jn 1:9)! Therefore, we’ll never lack His perfect provision to do what He asks. He is never limited by worldly measures or circumstances. Remember, He is the One who fed over three million people for forty years in the middle of a desert! He didn’t need food stamps, businesses, or anything outside of Himself to accomplish this. He is the sovereign and omnipotent Creator and Sustainer of all that exists. He is never limited from doing anything. As His children and joint heirs in Jesus, with daily access to the throne, neither are we! Our only prerequisite is that we’re to be doing what He asks or, saying it another way, walking in His will for our lives.

We do have a problem though. Our culture has been so leavened by the poison of the “prosperity gospel” that we‘ve come to believe that walking in God’s will, or doing what He asks, will lead to a life absent of difficulty or challenge. It’s amazing that in all of our personal experience or knowledge, in all of history, and in all of the Biblical record, not one person has ever achieved or experienced such a life. Think about that last statement for a moment. No one, godly or ungodly, escapes the trials and cycles of life. It is a fool’s errand, created in the depths of hell, to blindly pursue an unobtainable or unsustainable, non-Biblical life! So many are discouraged and disillusioned by chasing unrealistic expectations! God never promised us such a self-imagined utopia. He simply says that He will never leave or forsake us.

The knowledge that (1) our heavenly Father is a good God who always “works for the good of those who love Him, who have been called according to His purpose” (Ro 8:28) and (2) there is no power on earth or in heaven that can stand against Him, is our foundation for living in and through the inevitable up and down cycles of life. Paul’s encouragement in Romans 8 actually follows a discussion of suffering! In amazing ways, suffering draws us closer to God as we learn, first-hand, that “we are more than conquerors” and that nothing in all creation can separate us from His love! Armed with this certainty, we’re able to experience joy and contentment in the midst of the chaos of life in the flesh and the rough and tumble marketplace! Nothing stays the same in our life experience. Struggle always follows triumph, and vice-versa. There’s no way to avoid the reality of our fallen world. The secret is to learn to live above it… in it, but not of it. This can happen only if we live our lives with a true eternal perspective while trusting in a good and sovereign God.

Now, think about this… God knew exactly the environment and circumstances we would face when He sent you and me to earth at this moment to be His Ambassadors! He chose us for this time! It’s no accident that you and I are where we are, doing what we do, just now. He placed us precisely here, in time and space, and planned for us to do things for Him in the midst of the circumstances we find ourselves in right now!! And we’ll always have all we need to do all He wants!

 “If the circus is coming to town and you paint a sign saying “Circus coming to the Fairground Saturday,” that’s advertising. If you put the sign on the back of an elephant and walk it into town, that’s promotion. If the elephant walks through the mayor’s flower bed, that’s publicity. And if you get the mayor to laugh about it, that’s public relations. If the town’s citizens go the circus, you show them the many entertainment booths, explain how much fun they’ll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that’s sales.”

  While humorous, the above quote captures the reality for many of us with respect to marketing… so many words, but so little understanding, focus and disciplined application. Although few business owners and CEOs imagine themselves to be topnotch ‘marketers,’ marketing is merely a broad banner flying over several fairly straight-forward business responsibilities. Getting a handle on a few key aspects of marketing – out of the continuing barrage of supposedly indispensable ‘new’ ideas pushed by consultants and business writers – will serve us well in building a growing enterprise.

So, What is Marketing?

 Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. It (1) identifies unfulfilled needs and desires, (2) defines, measures, and quantifies the size of the identified market and its profit potential, and (3) pinpoints the market segments that the company is capable of serving best, and it designs and promotes the appropriate products and services.

  Based on this definition, marketing clearly isn’t solely the responsibility of a specific department or key supplier, but rather an integrated subject requiring top management leadership and company-wide team effort. Marketing involves thoughtful strategic planning based on an accurate understanding of current capabilities and marketplace opportunities, on-going customer feedback and analysis of market trends, and a variety of ways to communicate to and stimulate target markets to spur profitable sales growth.

   Is improved marketing on the mind of the typical Christian business owner? In a recent nationwide survey of C12 members, improved strategic planning ranked as the single most pressing identified need (with 98% expressing current interest) from among a list of 19 specific business skills!

  In classic marketing lingo, once we’ve identified and analyzed the various market segments, strategically selected our target market segments, and considered how to best position ourselves to that target, we establish the optimum ‘marketing mix’ for each of our offerings by selecting the ideal set of choices from among ‘the four Ps’:

Product: the good or service that is designed, produced, and offered for sale

Price: the cost or exchange required for the customer to obtain our product

Place: marketing/distribution channels where our product is available

Promotion: encompasses all sales communication aimed at creating awareness and attraction, including advertising, selling, sales promotion, merchandising, and public relations

 Marketing Consistent with Our Purpose and Values

 Before we leave the subject of marketing, let’s talk briefly about shaping our marketing messages consistent with our stated purpose and core principles as Christians. It’s so easy to fall into the typical advertising appeals and positioning statements of our times which appeal to human vanity and idolatry. As ambassadors of Christ, our focus should be on excellence in our service to others, while avoiding manipulation, exaggerated claims, fleshly appeals and deceptive offers that would do damage to our testimony and harm those we are privileged to serve. Marketing messages that are excessively self-congratulatory or feed ungodly desires, behavior, or thinking should be avoided. We should aim to point others to God’s best and highest purposes with trustworthy, best-in-class service of their legitimate needs in a manner that honors God, is family friendly, and encourages the eternal perspective. As Jesus said, “How can you believe if you accept praise from one another, yet make no effort to obtain the praise that comes from the only God?” (Jn 5:44).

 At the end of the day, excellent marketing is an expression of stewardship of the company He has given us to run for Him!

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What does Christian integrity mean when applied to our vocations? Since Jesus doesn’t have two sets of values, there isn’t one set of values to be used in church or sacred venues and another to be applied in the marketplace. Christian integrity recognizes only one set and source for its values – Jesus’ teachings. A person said to have Christian integrity is one who lives an integrated life, made morally and spiritually whole in both belief and action, in-line with Jesus’ clear teaching.

Obviously, the world employs very different goals and tactics. The teachings of Christ stand in vivid contrast to the conventional ‘wisdom,’ instruction, and practices of our society where situational ethics prevail. His ways are scorned and rejected by unbelievers (and, to our shame, by many who label themselves Christians). Jesus’ teachings are said to be impractical, old fashioned, exclusionary, idealistic, and so on.

The world barely concedes a place for our faith on Sundays, let alone anywhere else. Contemporary western culture mockingly considers our Sunday worship, embrace of Biblical principles and desire to finish strong in this life as misguided and costly. The world would have us, instead, pragmatically pursue the American dream by consuming and pursuing riches to fund a lifetime of golf, fishing, cruising and ‘perpetually young’ golden years. There is no peace between Jesus and the world. None. He loves the world, but the world hates Him.

Do you want to change the world for Christ through the marketplace? Our character and conduct are prerequisites to enabling fruitful ministry. What we do (i.e., how we make a living) is not as important as who we are (i.e., how we make a life) expressed through our integrity in Christ. By extension, the character of our company results from translating shared values into action in a way that others can see. This requires that we have the guts to do what’s right, even when others wouldn’t blame us for compromising. Let’s be counted among the few that aren’t “posers” by leading others with genuine transparency and trust. May our Lord enable us to have the guts to stand firm, speaking the truth in love, in a society that expects hypocrisy!

1. Defining your Dominant Selling Idea (DSI) Our DSI is a unifying, energizing, focusing, trust-building, clutter-removing, lean-value-creating notion – a motivating difference at the moment of the purchase decision – that communicates our #1 position in a ‘desirable specialty’ that’s important to our target customers. That’s a mouthful, but unless we’re able to define our DSI, we won’t be able to ‘attach it’ to our name… a requirement for branding. Our DSI fuses our name to a #1 specialty in the customer’s mind. Remember, our customers must ‘cut through the fog’ of competing suppliers in an instant, hopefully as follows: Industry  Category  Specialty  #1 in Specialty  Our Brand Name

  First, we must articulate our clear ownable specialty. To view us as #1 at something, customers must first relate us to a specialty category, even if we have to invent it! When internal combustion engines became commonplace, Evinrude coined the term ‘outboard motor’ and dominated its growing niche. After airplanes became pervasive, proliferating specialty categories enabled leadership positions to be carved out in jets (vs. propeller-driven), fighter jets (vs. passenger/freight/corporate), supersonic (vs. subsonic), and stealth (vs. radar detectable). Boeing became #1 in the ‘jumbo jet’ category, just as many automakers now hope to be #1 in ‘hybrid cars.’ Within the global auto industry, little Subaru has become #1 in the “SUV Wagon” category and Volvo is branded as “the world’s safest car.”

After defining our clear ownable specialty, we can now develop our DSI. Imagination helps. For example, Rolaids invented the term “Acid Indigestion,’ Hall’s coined “Vapor Action,” and Metamucil renamed flea seed fiber as “100% Natural Psyllium.” To be powerful and memorable, our DSI should be as concise as possible (e.g., M&Ms–Melts in Your Mouth not in Your Hands; Allstate–The Good Hands People).

Ideally, our DSI will possess five ‘selling attributes’:

◊ Superlative – we’re best-in-class at something

◊ Important – that ‘something’ really matters

◊ Believable – there are logical reasons why this is the case

◊ Memorable – an emotional, easy-to-remember, ‘hook’ related to needs and wants

◊ Tangible – real and trusted based on our actual performance

 Once we have a DSI, we can use four vital supporting elements to bring it to life.

2. Your Company or Product Line’s Name When our name accentuates our DSI, we’ve got a powerful one-two punch! A descriptive and memorable name is best. Initials, family surnames, and innocuous labels can, of course, become familiar and meaningful in time (e.g., Toyota, Sears, IBM, etc.), but it’s far better to have a name that’s:

◊ Directly supportive of our DSI

◊ Descriptive, memorable, or evocative

◊ Ownable and protectable

◊ Easy and pleasing to say

Consider these communicative names that seem to have a built-in DSI: DieHard Batteries, Invisible Fence, Home ATM Software, Egg Beaters, Ball Park Franks, Super Bowl. Compare their marketing power to generic names such as Acme, Universal, Smith, etc.

3. Your Tagline This valuable selling tool supports your DSI by clearly ‘promising a difference’ that customers want to buy. Like your name, it will ideally be concise, colorful, evocative and memorable. Here are a few famous ones:

◊ Timex – Takes a Licking and keeps on Ticking

◊ Bounty – The Quicker-Picker-Upper

◊ Prudential – Get a Piece of the Rock

◊ Black Flag Roach Motel – Roaches Check In, but They Don’t Check Out.

◊ Visa – It’s Everywhere You Want to Be

4. Key Visuals While graphic design gives a brand consistency, key visuals demonstrate the performance and proof of your DSI at a glance, demonstrating that “a picture is worth a thousand words.” Many are, in effect, instantaneous selling demos. A few examples:

◊ Masterlock – rifle bullet blasting through

◊ Tropicana – an orange with a straw in it

◊ Milk Industry – white milk mustache

◊ Crazy Glue – helmeted guy stuck to football goal crossbar

◊ Michelin Tire – secure smiling baby sitting in tire

5. Making it Real We either perform in such a way to make our DSI real or we don’t. Nothing kills a great brand message faster than poor follow-through.

Strong marketing creates great anticipation that can quickly turn into anger, a sense of betrayal, and a dead brand! Team unity and alignment, consistent with our company’s purpose and values, is essential to success. Assess how customers experience your DSI and evaluate your performance at each ‘touch point’ to ensure each element of the customer experience resonates with your promise.

What have we learned? Brands really matter! They’re accessible to all types and sizes of companies who consistently communicate their Dominant Selling Idea using readily available tools. Finally, they involve leadership focus and teamwork more than money to implement.