Have a Unique Selling Proposition
You must be able to describe in a sentence or two what makes your business tick, what makes it unique, how your employees can fully understand what their best efforts produce and why, and what makes your company special.
A favorite example of a unique selling proposition comes from a dinner I attended several years ago. Seated next to the head of marketing for Harley Davidson Motorcycles, I asked the gentleman why Harley was the premium brand in the world of motorcycles, year after year. He responded:
We allow overweight middle-aged white guys to dress up in leather on the weekends and ride a Harley through small towns and villages scaring the hell out of the locals.
That is about as succinct a description ...
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