Making the Sausage at Honda

Last night, on the way home listening to Marketplace on WKNO FM, I came across a story that illustrates  the commitment to knowing how the sausage is made by the top leadership at Honda. About ten years or so ago, at some sort of Ground Breaking Event of their new...

Core Purpose Basics

It goes by several names.  Mission Statement, Purpose Statement,  Core Purpose,  and often it is mistakenly referred to as the Brand Promise. Avoid the Dilbert Definition (a long paragraph written by the executive team, using large words meant to confusion everyone in...

Core Purpose/Brand Promise Confusion

It’s easy to get core purpose and brand promise confused.  Happens all the time, even by some of the best marketers in the world.  When they are confused, you can be sure that your customers and your team is confused as well, creating a potentially huge obstacle...