Thriving in these uncertain times requires a new mindset. Your prospects still have the same challenges, and your company can still deliver value. But the recent shift in consumer psychology requires new approaches for generating awareness and building a case for your products and services.
Author Archive | Steven Van Yoder
In 1970, economist Milton Friedman wrote a now-famous article for the New York Times Magazine entitled “The Social Responsibility of Business Is to Increase Profits.” Today, businesses are proving Friedman wrong. Whether it’s called altruism, social responsibility, or strategic philanthropy, businesses have learned that combining enlightened self-interest with support for social causes makes business sense.
Marketing used to be about “getting in front of” prospects, delivering your pitch and making the sale. Today, consumers find companies through their own efforts, often through a search engine.
Slightly Famous entrepreneurs are learning that in today’s world, given that most of us have an unmet need for community, one of the greatest services you can offer your clients and prospects is simply to get them together.
Embracing a cause makes good business sense. Other things being equal, many consumers would rather do business with a company that stands for something beyond profits.
Every company has a reputation. The challenge is to manage your reputation so that the opinion that people have of you is positive. This is what creates a brand.