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Category Archives: strategy
This notion of a digitally-led brand still gives me pause for thought. Mostly because of the million different definitions and versions about what it means to be digitally-led. This disruption of branding, if you will, is not something unexpected. This is not a new problem.
I believe as consumers we are moving rapidly towards the concept of being post-digital. The state where we expect everything to happen seamlessly online. The point where the thought of being inconvenienced by having to move to an offline process gives us nightmares. I do not believe that every organisation trying to push a post-digital agenda is necessarily doing it correctly.
I’ve been working with entrepreneurs through Endeavor for a little over five years now; and I have noticed a definite trend with a number of entrepreneurs. There seems to be a default level of comfort that a number of new entrepreneurs and definitely serial entrepreneurs seem to fall back on.
The last few articles I have written have all focused exclusively on the factors which influence culture. This is critically important for any business to understand; whether you are an entrepreneur starting to expand; or a multidimensional business battling to get everyone pulling in the same direction. Culture is what keeps your business on track. This is not at the cost of strategy or marketing execution and good sales service; but rather at the behest of it!
Entrepreneurs are often very consumed with their product and the way their product is perceived in the market. They default to business metrics and market penetration as metrics for their business success; which is absolutely right. There is often one metric which is over looked; and that is “culture”.
There are two things that entrepreneurs are acutely aware of; especially as they begin their entrepreneurial journey as a fledgling startup; they are: capital and closely linked to that, the need to invest their personal funds into an insatiably money-hungry beast. There are a number of things that make this an extremely stressful time for the budding entrepreneur.
As an entrepreneur, chances are that you are pretty passionate about what it is your organisation is offering the world. As the creator and designer of the business you are more than likely armed with a wealth of information that goes into infinite detail about various levels of where you can positively impact your client’s life.
Entrepreneurs are constantly evolving. Constantly pushing the boundaries of what is possible and what can and should be done. This is what makes entrepreneurs so special. This determined belief in the Darwinian; Survival of the Fittest!