Let’s face it, most business decisions are relatively mundane, shaped by the degree to which they affect making money. Will the pay out pay in? Other’s are rote supply and demand choices. But the big decisions are the ones that keep you up at night. Personnel. Real estate. Infrastructure investments. Marketing strategy.
These big decisions haunt small and mid-size business owners because pass or fail the weight comes down on them. Sometimes the weight is so heavy it keeps decision from being made. And stasis occurs. Insert shark metaphor here.
Well I’m here to tell you the biggest business decision you can make – one that will make all other tough decision easier – is to have a brand strategy in place. With “an organizing principle for product, experience and messaging” in place big go/no-go decisions are easier.
The organizing principle derives from the most important customer care-abouts and the strongest most compelling brand good-ats. These agreed upon planks (only 3) are the fuel for brands and the fuel that builds businesses.
Tired of filling in an a lengthy pros and cons Excel chart before flipping a coin?