Don’t ignore your brands strategic value

I have never been a big believer in the 4P’s of marketing. Price, Product, Place, Promotion. I always thought there had to be more to it! Is it not that they are not important, they are just not everything!

The companies I admired were more than the 4 P’s.

I am currently enjoying the book: The Brand Driven CEO by David Kincaid and he also finds the 4 P’s leaves us wanting and not representative of successful companies.

His premise is that the 4 P’s will not drive sustainable growth.

His research indicates that the true drivers of growth are “leaders who think differently, think more strategically about their assets and create cultures that are opportunistic and nurturing”.

After decades of researching he concludes that “there is no better or more cost-effective way to achieve lasting success than through your most important asset – your brand”

Now that I can invest in 100%!

This is what the Story co is founded on. Your brand, your story, are your most valuable and differentiating asset. Growing this asset is everyone’s responsibility it should be as important to the C-suite as is it to the front line.

Are we truly in this together?

“Women across the globe have been disproportionately affected by the Pandemic, representing 70% of all job losses. In addition, 56% of women workers held occupations in the 5C’s category: caring, cashiering, catering, cleaning and clerical functions. Many of these positions are essential workers, which means more women than men have had to risk their health and safety for the overall good of our community.”

Melissa Coomber-Bendtsen

This is a quote from the CEO of the Regina YWCA at this years Women of Distinction awards.

Once you see it, or hear it, you can’t un-see it, or un-hear it! This is not an untold story, but it is not a fully told story! It felt staggering to me.

We are clearly not in this together!!

I am a woman entrepreneur and I too would like to be called an “entrepreneur” with no identifier, but this is an example of how far away we are from equity in the workforce, on boards and in the 5 C’s.

Sometimes I grow weary – equity and injustice weary!

But weariness has never stopped women.

And so we carry on, finding opportunities to make change. Women and men together until we are truly in “this” together!

Thank you

We launched The Story School, PurposeBrand, and FutureProof your Retail Business, all in March … all at the same time!

It seemed like a good idea. The concepts have been in various hoppers for many years and it was time to press “GO”.

I was fully embracing Michael Bungay Stanier’s philosophy of setting worthy goals.

He describes a worthy goal as something that “unlocks our greatness and allows us to work on the hard stuff.” Not too intimidating, is it?

Worthy goals being further defined as having three primary criteria:

  • They must be thrilling. Check.
  • They should be daunting. We could check this box like 3 times, or 5, ok 10, but who’s counting?
  • They should be important, as he describes it, “the accomplishment of these goals will have a positive impact on others.” Check.

So, all three criteria had been checked, and I sat in my bright office and hovered over “go” or in this case “send” or “post”, or both.

Whatever “go” is, it really is weird to press “go” during Covid. It’s a bit like watching a Raptors game with no fans! Did we score, did anyone start the wave, was there a collective gasp of “oh this is just what we needed?” We pressed “go” and still my pup slept on my feet – no happy dance from you Stella? C’mon we have worked so hard on this!!

And then a ding here, and then another, and a few DM’s there and then…. oh wow! It was full on! There were many great conversations, I met new people, and we shared desires to strategically tell the right stories, build purpose driven brands and leaders, and to Futureproof Retail.

Pressing “go” was every bit as thrilling, daunting, and important as it should be.

And I have each of you to thank for helping me to actualize these worthy goals. You are at the heart of every new initiative. This great response leaves me both humbled and thankful.

We might not launch 3 courses at the same time again(!) but we will continue to set worthy goals, and deliver with big hearts and deep connection, while remaining committed to our purpose of elevating others through the power of their own story.

Game on!

Effective teams celebrate what makes them shockingly different

Most of us are living in a culture where there is pressure to fit in.

Likely since our early days of school when trees were to be coloured green and the sky blue. I got in trouble once for thinking of colouring my tree orange and the sky pink!

But times are changing.

Celebrating what makes us different is how enlightened leaders are motivating their teams and building sustainable brands.

We don’t need to be better, “better” can also be bested. But your difference belongs only to you. It is part of your story, steeped in your own purpose, values and lived experience.

It is a vulnerable, enlightening and empowering process to put it into words, and to live by your difference.

When we are recognized for what we do best we are more engaged, motivated and loyal. For leaders this is a key way to retain talent, increase productivity, and create an inspiring culture.

And right now that isn’t happening.

Working remotely, the informal high fives, and a pat on the back for a job well done, are all a fading memory and a big part of why people right now are saying they don’t fell recognized, and are not being seen as a valuable contributor.

PurposeBrand© was designed to help you put into words how you are different, what you do best, and why it matters.

It is transformational work for both teams and individuals.

For more information click here, and get started on a self-awareness journey that will enhance your work and your life.

Teams are craving connection and community and it’s affecting our mental health

Covid is a mixed bag.

For some who are working remotely it has been a good thing. No more commuting to the office has been a big hit, the flexibility and the ability to work out and have more family time is another plus. And let’s not forget learning to bake sourdough!

For others it has been not so pleasant – where does work end and life start? Heavy workloads, an unrelenting pace, and social isolation can cause overwhelm and worry to take its toll.

The experience is indeed individualized.

Collectively however, our teams are suffering. Recently the Ivey School of Business found that teams are craving connection. In wave one we went out of our way to have Friday beers and cheers and match the pet with owner games were a novel hoot.

But now teams are feeling lost and disconnected.

Lost and disconnected teams don’t perform.

To find a way forward, connect back to purpose.  Not only your team’s purpose, but also the purpose of each individual.

Recognize effort.

See each other. Tell someone you love their new glasses, envy their zoom moxie and tell them that you want to meet their cat! (of course when it is safe to do so J and only if you really want to meet their cat.)

If you are looking to increase the effectiveness of your team, be the best version of your purpose-driven self.

PurposeBrand was designed to help teams like yours reconnect, build community and increase productivity.

Can we chat about it?

Find out more here.

*Live in Saskatchewan? Bonus! This training qualifies for 100% reimbursement of training costs through RSTS.

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