Chapter 5Principles mean something only when they are inconvenient. Prepare to live your brand promise in bad times and good.
We always want things to move faster, especially when we’re changing, so it’s tempting to take shortcuts and make compromises. In The Mirror Test, I talked about avoiding quick-fix “solutions” that are really Trojan horses (beware of Greeks bearing gifts), sales plans that generate buzz rather than revenue (remember: buzz is not sales), and big marketing and expansion plans that destroy your mood, strain your people, drain your resources, and have a negative impact on the quality of your products and services.
Much harder to challenge are the accepted ways of doing things in a company. Harder still is standing firm in ...
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