3 Strategies That Will Help You Disaster-Proof Your Brand

by / ⠀Startup Advice / August 2, 2019

JetBlue hit major turbulence in 2007, when an enormous ice storm forced flight cancellations across the East Coast. Surely the airline couldn’t be blamed for this “act of God,” right? Wrong. While its competitors canceled flights promptly so their customers could wait out the delay comfortably at home, JetBlue dragged its feet. This resulted in passengers sitting on the tarmac for hours and snarled operations that lasted nearly…

How to Lead When Leading With Purpose Is Hard

by / ⠀Entrepreneurship / February 20, 2019
Purpose-driven companies need purpose-driven leadership.

Marketers tend to make a big deal out of terms like “purpose” and “authenticity.” Why? Because research findings, survey results, and numerous other studies indicate that these things matter to customers. Brands that exist beyond mere profit — and can communicate that purpose clearly — tend to succeed. On the other hand, those that behave in a way that doesn’t match their message are penalized by consumers. They’re…

Create a Bulletproof Mission Plan

by / ⠀Entrepreneurship / February 12, 2014

In this exercise, you will work through a mock mission plan related to either your business or personal life — for example, to launch a new product, service, or venue, or to lose weight. Part 1: Select a Target that FITS Use the FITS process (Fit, Importance, Timing, and Simplicity) to analyze your potential targets (which should all be SMART goals, as we’ll discuss under Principle 5) and…

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