Sharing, sharing, sharing. You’re going to be hearing this a lot from here on out so get used to it, better yet get used to doing it!
Popular online retailer Zappos is officially ‘sharing’ with the world it’s most important brand asset, the secrets to it’s culture. They’re not creating ebooks and podcasts about it, they’re moving into management consulting in the form of seminars and a website with employee videos where they’ll share their unconventional practices with conventional souls.
This is groundbreaking stuff. Can you imagine Apple sharing/selling the secrets to it’s culture? Probably not going to happen anytime soon.
Zappos knows their culture is unique and they’re going to use it to extend the reach of their influence because their goal is to offer not just shoes but everything else you can imagine armed with the powerful culture behind it as it’s competitive advantage.
What’s unique to you?
When you look at Zappos on the surface they’re not that different from other online retailers, they sell the same shoes and accessories and at pretty much the same prices. What’s different is much deeper, it’s distinct personality that emanates from the actions all employees make on a daily basis that makes them unique.
This is very powerful and you should take not: A companies best form of advertising is it’s personality.
What actions do you take to express your distinct personality?
We are moving into a very transparent world where what you say and do is dissected to it’s smallest detail to look for inconsistencies, every action you take forms the basis of your brands personality. Actions speak louder than words. You already know this but do you really take it to heart?
How and what are you sharing? What would you like others to share from you?
