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something, others flock. Our most successful brands were names people said they were proud to be loyal to.
One person, one interaction, can make and shape a brand - from a well-known multinational corporation to a corner store. This creates a tremendous opportunity for individuals to make a difference at work and feel valued each and every day. No matter your job, whether you are a new business owner or an employee at a company you love, your passion and expertise make all the difference. Branding is not a logo - branding is the impression we leave on people.
LEAD BY EXAMPLE
In our research, we have found four common traits of successful leaders during disruption. Leaders make decisions that guide practice. These often involve tough choices - and run counter to the “what
Helping customers navigate the energy market and grow their bottom line
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we’ve always done” mentality. Leaders take these decisions and create action.
When decisions live only in mission statements and directives, without action, brands suffer. In fact, they suffer more from the incongruence between mission and practice than they would without. Leaders take responsibility. When things go wrong, a true leader is out in front taking responsibility. They don’t shift blame and throw vendors and employees under the bus. Leaders lead in their actions, not just their words. Leading by example is an art, a continuous process and the key to true leadership.
Valuing people is at the heart of UnMarketing. Treating our employees, vendors, and customers well is the start of creating amazing experiences and standing out in today’s busy world of information and reviews. Hire for passion. Create quality products, services and content worth sharing. Make it easy for fans to tell your story for you. Facilitate community around your product and/or service. That is the way to create an ecstatic customer base.
Passion plus knowledge equals profit, and few are as passionate about their sport as golfers. With disruption at full force, harnessing that passion through strong, aware leadership is more critical than ever. You have everything you need to build successful, lasting businesses; a legacy sport with enthusiastic fans, a place where people can connect and gather and the ability and desire to share your knowledge and experience with a market eager to learn and play.
I take my adult and teen children golfing now, which requires a new kind of awareness, and has opened up a whole world of coming together as a family. We also all love sushi now, but that is another story.
Golf Business Canada
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Golf Business Canada
Additional resources to “unmarket” your business
Scott is the co-author of six bestselling business books that can help you implement non-traditional marketing techniques. His most recent titles include:
THE JACKASS WHISPERER How to deal with the worst people at work, at home and online – even when the Jackass is you
QR CODES KILL KITTENS
THE BOOK OF BUSINESS AWESOME/UNAWESOME
UNBRANDING
100 branding lessons for the age of disruption
UNSELLING
The new customer
experience
UNMARKETING Everything has changed and nothing is different
https://unmarketing.com/unbooks