13.1. Execution Is Everything
On that cold winter morning, it didn't matter how good Crystal Springs water tasted. It didn't matter how clever the company's advertising was. It didn't matter how nice a guy the man driving the truck was, what his on-time performance was, or how pleasantly he chatted with office managers when he made his deliveries. What mattered that day was how "off-brand" my experience with the truck was. Chances are, the company never even knew it.
One of my favorite quotations is from legendary newsman Edward R. Murrow. He said, "Our major obligation is not to mistake slogans for solutions."[] When growth stalls, it's easy to focus on correcting or changing the most visible things, like ads and taglines. But rarely are marketing ...
Get When Growth Stalls: How It Happens, Why You're Stuck, and What to Do About It now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
