Effective positioning tells a story that distinguishes you from competitors.
People want to do business with companies they respect.
Organizations with the best reputations attract
the best talent, partners and customers.
Good reputations are stories about superior behavior. And what many of these stories have in common is that the companies have traded short-term profits for visionary success.
Consider Boeing’s willingness to bet all on its fuel-efficient Dreamliner. Or Tesla Motors’ readiness to roll the dice on electric luxury cars. Or Apple’s investment in trend-setting industrial design.
These companies represent more than financial success. They have transformed industries. As a result, they continue to attract investors, customers and partners. And, largely because of their compelling stories, they are far more immune to blowback during difficult times.