Checkpoint 6: Who Loves You?
Every brand is built by a community. Not just the community of people inside the company, but its partners, suppliers, investors, customers, non-customers, and even competitors. It’s a complete ecosystem in which there are gives and gets all around. Everyone has a role to play, and everyone should be repaid for their efforts.
Let me illustrate this point with a story.
Most mornings I take my dog for a latté at a local café. The latté is for me—Boodles gets a biscuit. The café is nothing much, just a mom-and-pop retail shop in a strip mall, with bare concrete floors, a row of amateur photos on the wall, some scruffy couches on one side, a big coffee-roasting machine on the other side, and parking in front. The place ...
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