Chapter 9
How to show, not tell
The era of telling the public how good a company is and expecting those messages to be embraced at face value is well and truly over. Consumers have access to so much information in real time nowadays that only those companies that back up their words with actions will win respect.
How companies demonstrate and communicate their commitments to community, environment and greater society will go a long way to winning that respect. As we’ve seen in Part 2, those commitments include smart collaboration with peers, competitors and even antagonists. They involve strong leadership and a dedication to being transparent. And they include a drive to educate, empower, innovate and inspire behaviour change as they anticipate ...
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