Top Highlights

• If your culture and your values are at odds, your clients and employees will sense this, and will abandon you.
• The same vision that drives you should be the vision that you claim drives you to your clients.
• The values of a company are more important than the mission. The values are what makes it distinct. The values define who the company is and how it will operate.
• brand is the complete expression of an entity (company, product, person, etc.) that is being communicated creating an experience in the public, both rational and emotional.”2 (emphasis added).
• Your company needs to give your employees compelling, powerful motivators for why they give you their energy.