It's the job of any business owner to be clear about the company's nonnegotiable core values. They're the riverbanks that help guide us as we refine and improve on performance and excellence. A lack of riverbanks creates estuaries and cloudy waters that are confusing to navigate. I want a crystal-clear, swiftly flowing stream.
The moral values, ethical codes and laws that guide our choices in normal times are, if anything, even more important to help us navigate the confusing and disorienting time of a disaster.
Marketing is about values. It's a complicated and noisy world, and we're not going to get a chance to get people to remember much about us. No company is. So we have to be really clear about what we want them to know about us.
God's will is clear about many things. We're to be holy. I like the metaphor that his Word is a lamp to our feet. A lamp may help guide my next one or two steps, but it's not a crystal ball into the future.
I was the feral, mud-bathing, tree-climbing variety of child. Why would I want to read about pirates when I could build a raft and terrorise sheep along the riverbanks?
For values or guiding principles to be truly effective they have to be verbs. It's not "integrity," it's "always do the right thing." It's not "innovation," it's "look at the problem from a different angle." Articulating our values as verbs gives us a clear idea - we have a clear idea of how to act in any situation.
Crystal-clear thinking is one of the things we look for - not a fancy slide pitch, but crystal-clear thinking.
A brand is something that has a clear-cut identity among consumers, which a company creates by sending out a clear, consistent message over a period of years until it achieves a critical mass of marketing.
What makes Samsung so mysterious is that it's not altogether clear who leads the company or what its leaders do. The company follows an avowedly Confucian model of consensus-driven decision-making, values bone-crushingly hard work, and shows tremendous deference to the founding Lee family, despite its lack of a controlling interest in its shares.
Like a lot of business owners out there, I don't desire to face the continual flogging from government regulators who push burdensome and confusing state tax and employment laws on the business. It creates an unnecessary risk when, as an owner, I can just take it offshore.
Women stand related to beautiful nature around us, and the enamoured youth mixes their form with moon and stars, with woods and waters, and the pomp of summer. They heal us of awkwardness by their words and looks. We observe their intellectual influence on the most serious student. They refine and clear his mind: teach him to put a pleasing method into what is dry and difficult.
I'm happiest walking through fields, on beaches, and over riverbanks. Nature is my surrogate mother.
As our values are the core to who we are as human beings, they are also the easiest way to identify and connect with others in meaningful ways. Think about it - most political campaigns are based around values. Barack Obama's 2008 election campaign galvanized millions of youth behind two very clear values - hope and change.
I can teach anybody how to get, what they want out of life. The problem is that I can't find anybody who can tell me what they want. Once you are crystal clear about the intended end result that you seek to produce, all the ways that it can become a done deal start to reveal themselves to you. There are many who have accomplished exactly what you want to achieve and could show you the way. You are not ready to ask them because you are not clear and you have not determined which questions need answers.
Any business owner can tell you that if their company isn't performing profitably and up to standards, one of two things will happen: either you make changes to improve its efficiency, or a competitor will drive you out of business. Market forces have a way of cutting to the chase rather quickly.
If people aren't clear on what business you're in, what you're trying to accomplish, your values, your goals, then shame on you. It doesn't mean you shouldn't involve them. It's just your responsibility to make sure that that's clear.
Who is there who can make muddy waters clear? But if allowed to remain still, it will gradually clear itself.