Module 4: Additional Resources
Books: Good to Great: Why Some Companies Make the Leap and Others Don’t by Jim Collins Storynomics: Story-Driven Marketing in the Post-Advertising World by Robert McKee and Thomas Gerace
Topic Category: Company Purpose
Module 4: Conflicting Dynamic
Established companies with years of experience have advantages in branding. Corporations have the ability to simultaneously call upon their history (their founder story) or develop a narrative fit for the modern day — or both. Corporate brands can use their founder when it suits them or their employees or their customers (or whatever else a …
Module 4: Finding Your Entrepreneurial Story and Narrative Arc, Incorporating Your Story Into Your Mission, Branding
What is the narrative arc that has led you to this point? How did you get to your why, which is embodied in your brand? “The good to great companies did not say, ‘Okay, folks, let’s get passionate about what we do.’ Sensibly, they went the other way entirely: ‘We should only do those things …
Module 2: Additional Resources
Books: Disciplined Entrepreneurship: 24 Steps to a Successful Startup by Bill Aulet Articles and Websites: “How to Write a Great Value Proposition” “4 Steps to Building a Compelling Value Proposition” “How to Develop a Value Proposition for Your Business” Videos: “How to Build Products Users Love” by Kevin Hale, Founder of Wufoo and Partner at …
Module 2: Conflicting Dynamic
When you use a reiterative process, you may not know precisely how your customer will use your product or service, and if you are in a good market, you may be able to get away with this. Some companies may not know initially what they want to be or what their value proposition is, but …
Module 1: Additional Resources
Books: The Start With Why series by Simon Senek 101 Mission Statements from Top Companies by Jeffrey Abrahams The Mission Statement Book: 301 Corporate Mission Statements from America’s Top Companies by Jeffrey Abrahams Get Big Fast and Do More Good: Start Your Business, Make It Huge, and Change the World by Ido Leffler and Lance …
Module 1: Conflicting Dynamic
Not everyone can save the world. While grand designs are important and inspiring, a healthy dose of realism is equally important. What can realistically be accomplished in the near term – not some lofty grand vision – by your organization with the resources at hand?
Module 1: Why? The Mission and Purpose of a Company
Why does our organization make sense, and what is the organization’s mission? “Very few people or companies can clearly articulate WHY they do WHAT they do. By WHY I mean your purpose, cause or belief – WHY does your company exist? WHY do you get out of bed every morning? And WHY should anyone care? …
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