Customers have ever higher expectations on service, convenience, personalization, and sustainability. How do you create loyalty and a distinctive brand value in a competitive playing field?
Simon Sinek has become known for his Golden Circle: the idea that “people don’t buy what you do; they buy why you do it”. He stimulates organizations to find their “Why”, and express this is their Purpose statement. I came to realize that Why and Purpose are not the same, so I wrote him an open letter.
It has been well over a year since the Covid-19 pandemic took our full attention. For obvious reasons, healthcare has been postponing economic ambitions in most countries, and many businesses are having a hard time to survive. So why would you still invest in offering a sustainable customer experience?
Last week, the WHO formally declared the Corona (Covid-19) outbreak a pandemic. The economic impact of the virus is unprecedented and dramatic. Ironically, the environmental impact of its resulting lockdowns is quite positive: lower carbon emissions, less smog, and more time for your kids and nature walks. In the longer run, however, the impact is likely to be the far opposite. With so many companies struggling to survive, all resources will be needed to repair or rebuild the business. No surplus left to spend on charity or sustainability. Still, there is reason to be hopeful as well.
