We are the lucky ones.
There is a quick and dirty way to measure the success of a company. Two questions. Do you love getting up in the morning? Do others envy you because of where you work, or what you do?
These very unscientific questions cover a lot of ground. If you answered ‘No’ to the first and ‘No’ to the second it may be time for a career change. Conversely, a ‘Yes’ and ‘Yes’ response, I’d argue, would mean that you work for a very successful company. It’s a shallow measure, true, but I did say dirty and quick. (How we define success will be completely ignored in this post.)
Courtesy: Red Onion Saloon
Take a look at the top 100 companies to work for according to a survey conducted by Fortune magazine. Familiar faces in the crowd include Google, Starbucks and Goldman Sachs. I’d argue that the majority of people at the companies on this list answered yes-yes to our qualifying questions.
We talk a lot about creating and nurturing brand evangelists. When you hear the words brand evangelist the first thought that pops into our heads fanatical customers that preach the gospel to any that will listen. Rarely does my attention turn to an internal army of brand evangelist–my company’s tribe.
What does your company do to foster, define and grow the tribe? Are you employees brand evangelists? Do they answer no-no or yes-yes? What gets ‘em fired up?
All rights reserved. Brian Kurtz Photography.
Marketing plays an important, but often underutilized role in growing tribes. How often are internal audiences the target of direct marketing campaigns? Regardless of the answer, we could all do more.
Spend time and money developing a tribe. If our people don’t believe and aren’t passionate about the company we expect our customers to feel the same way.
As advocates of personalized direct marketing–Dialog Marketing in VLG terms–we believe it important to deliver one-to-one marketing campaign that fire up the troops, define our identity and get our people answering yes-yes to those all important questions.
Want to know how we do it? It involves a red stapler, money tree and my wife’s cakes, but we should do more.
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