Your customer doesn’t differentiate between your advertising and your app and your customer support agents—all of it is your company. Your brand. All of it is one thing.

In addition to seeking culture t, it is critical to hire people who can deliver on the Brand Promises and activities underpinning your strategy…

Articulating a similarly clear and differentiated strategy, supported by a strong core culture that can deliver on the brand’s promises, is the key for any company wanting to scale up.

WHAT you sell to WHOM and WHERE), Brand Promises, and the Profit per X and Big Hairy

Audacious Goal (BHAG®)

When you get too caught up in showing your prowess—“Look at what we can do!”—you’re losing focus on the only thing that matters, which is what will make your customer happy.