The quid pro quo for requiring more commitment is providing more meaning. Organizations are increasingly in the business of making meaning. Ultimately, that’s how you attract and keep the exceptional talent and the rewarding clients that your business needs.Read More
Clients and employees are looking for a meaningful relationship with your organization. Your brand is a key strategic tool to provide that meaning, How well is your brand doing its job?Read More
Stories are the building blocks of meaning. And stories that connect your brand with a fundamental human need can help you build a powerful bond with your clients and prospects.
Clients make choices based on the story the brand tells them and the story that the brand therefore allows them to tell about themselves.Read More
Any professional services brand that endures and stands out from the pack does so by connecting with a fundamental human need.
Professional services firms, which deal with abstractions and intangibles, can begin to build and leverage this deep human connection by first understanding what they stand forRead More
Most professional services firms use the same adjectives and descriptions. Words alone are not enough to achieve differentiation. You need a story, and it has to be realRead More