Financial marketing


Cause Matters

20th September 2016

There is a great article by Seth Godin that echoes what we have been saying for a long time, that you need to stand for something and have a cause. You also need to have a clear view as to what you don’t stand for.

Here is what Seth has to say: “People and brands and organisations that stand for something benefit as a result. Standing for something helps you build trust, makes it easier to manage expectations and aids in daily decision making.”

Failure to do so, means that you and your thoughts are blowing with the wind, trying to please everyone all the time. This is a time for leadership.

You can’t be the low-price, high-value, wide-selection, convenient, green, all-in-one corner market.

You also can’t be the high-ethics CEO who just this one time lets an accounting fraud slide.

To really stand for something, you must make difficult decisions, mostly about what you don’t do – we don’t ship products like that, we don’t stand for employees behaving like that, we don’t fix problems like that.

You need to stand for something, have values and beliefs that really matter to you and to your customers and deliver your promises consistently. Stand for something, live your brand every day.