The following has been contributed by international bestselling author and founder of Good Life Project® and The 108 — Conscious Business Collective, Jonathan Fields. For more about Jonathan, go to www.jonathanfields.com.
WHETHER YOU’RE A STARTUP FOUNDER OR an established brand with a global presence, the time for illusion, smoke and mirrors is over. Not so much because you want it to be, but because there’s nowhere to hide anymore. Expectations are changing in a pretty profound way. People expect a certain amount of honesty and transparency and if you don’t provide it, they’ll find a path to it on their own. That’s upsetting and frustrating, it’s causing a lot of pain in more traditionally-oriented organizations that are used to a higher-level of control over information flow and brand control. To thrive in today’s world, you need to know how to tell a brand story in a way that doesn’t sound like a whole bunch of pre-packaged BS. You must master the art of getting real.
How? Take a step back and get clear on your values and beliefs. Do the work to better understand what matters to you, then develop solutions and culture, and tell the story from that place. Become more agile, more adaptive. Consider bringing end users into the process of creation and conversation, much earlier than ever before. Know, too, that the feedback they offer will help you better understand their wants, needs and expectations, but it is still your job to know the limitations of ...