Itâ€™s such a simple, elegant idea. I first heard it when I met Arianna Huffington in person in New York a few months ago at Joe Polishâ€™s 25K Group.
Like people, brands become more powerful when they stand for something bigger than their own self-interest, something bigger than the day-to-day of increasing margins and shareholder value.
The fact is, anyone can make something cheaper and faster than you. But not everyone can care as much as you about the stuff that matters.
Unless of course, you let them.
Another friend of gapingvoid, David Jones, CEO of Havas Global, just wrote a book on this very same subject: â€œWho Cares Winsâ€. Hereâ€™s a little video all about it.
All this stuff is not a business decision, this is a moral decision. Itâ€™s not about â€œwhat scalesâ€, itâ€™s about what matters. Life is short.