May
30
2020
It’s important to define who you are, and tell that to your customers. It’s also important to tell that to your employees, so they know how to make decisions inside the company.
Apple can focus on creative types, empowering them to pursue their missions and dreams. Nike can celebrate great athletes. Very few companies have been able to create a clear purpose that customers associate the way American Express has. Without that brand American Express might as well be Discover.
