There’s a few simple truths people have trouble with when it comes to selling their dreams(personal or corporate):
- Branding is bonding.
- You can’t bond without trust.
- You can’t build trust without telling the same story.
- It’s hard to tell the same story without telling the truth.
Conventional practices lead with the mechanics of marketing—the advertising, design or strategy deliverables. Those efforts are upside down. All of those practices should support the essence of your core—they don’t define the core. When people—or companies or causes—try to manufacture a brand from the outside in (versus the inside out) they aren’t successful (inside or out).
A friend of mine, Rick Bailey, gets this. He lives it. He teaches it. He advocates it. Rick smokes what he sells, and it has earned him (and those around him) success. He’s a charismatic creative leader, generous giver and has been a great friend and mentor to many over the years. His compass of character, servant leadership, people-driven creativity, high level intelligence and down-to-earth communication style explains the well-earned respect and following he has. And, now, he’s written a book about it.
I’ve got mine on pre-order. And, I’d recommend you pre-order one for yourself, too.
Behind the scenes trivia: A few years ago, Rick volunteered his time, talent and resources to lead a vision campaign at Granger that won us an ADDY award (minor) and changed thousands of lives for the better (major). Congratulations, Rick, on publishing this book! It’s just one more significant contribution you’re making to save the world.