Sep 21, 2010
Exploring what you can be, not what you are
Our process isn’t cosmetic, it makes customers really understand what their company and brand stand for, and then where they can take it to. We settle for nothing short of answering how you can change customers’ lives, what impact you can have on them.
It forces companies to move past the traditional features and benefits model to our personification and impact exercises. One example that always inspired me to a higher understanding of my own business is what Charles Revson of Revlon fame said, “we are not in the business of manufacturing cosmetics, we are in the business of selling hope.” That’s powerful.
-Ken Tencer
*Adapted from an interview on The Business Coach, Episode 77 on Business Expansion Strategy at http://www.profitguide.com/podcast/532–podcast-77-business-expansion-strategy
Category: Branding, Spyder Works
