I was recently asked to contribute to a well-known business strategy blog, and wrote the following piece titled, “Preach What You Practice”.
Although I don’t see myself as a business strategist, I have had the benefit of working with some extremely talented strategists and highly successful brands over the years. Of the many lessons I’ve learned, there are two in particular that I find most powerful:
- Positive messages will always win over negative ones. You need look no further than a political attack campaign to understand this point.
- Consumers are drawn to authenticity. Ultimately, they can sense who’s walking the walk and who’s simply spinning a message.
I believe these lessons create the foundation of success in CPG (consumer packaged goods), and are especially crucial in the natural and organic food industry where the Food Movement is quickly approaching a tipping point in our country.
From my piece,
As the strategists and storytellers behind product brands, we are in a fascinating moment in history. And although practicing what you preach will always be the foundation of brand authenticity, we now have a unique opportunity to preach what we practice and help lead conversations and ultimately people and planet health to a better place.
You can read the whole piece here.
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Image by Michael