Your Products Don’t Matter

Posted by Melissa Ballate on

Your brand’s value is not what you make or what you do. It’s certainly not your tagline. Your brand’s value is the net change your business catalyzes in your customer’s life—the purpose and goal of your products or services. Through this lens, Tesla does not make cars, but rather energy efficient solutions. Waste Management does not… Read more »

It’s Not About You

Posted by Melissa Ballate on

It isn’t uncommon in the workplace to hear people getting a kick out of their customers. Whether it be a grocery store clerk snickering about the amount of ice cream a customer bought, a designer who thinks their customer’s font preference is stupid or an architect who thinks his customer lacks vision, the premise is… Read more »