Marketers have asked the perennial question: What makes customers happy? Cult Brands have already cracked the code. By definition, Cult Brands sell lifestyles and provide opportunities for their brand lovers to make experiential purchases. When you’re buying a Harley, you’re not only purchasing a material good, you’re also buying into...
One of the most frequent questions we get from CEOs is what they can do to build an exceptional company culture. They usually expect the answer to involve costly consulting. But the best advice we can give is a simple technique that improves culture immediately...
The simple “thank you” is one of the most powerful ways I know to engage people. I noticed in my consulting work how much this means to leadership teams, to associates, and myself. I learned how at the end of a difficult project people leave...
Jack Barker: Growth. The more brilliant people we can get working here, then the faster we can get whatever's in your head out into the world. Let me tell you a story. In 1999, Google was a little startup just like we are. And when...
A question to help you improve your leadership. Swiss psychiatrist and psychoanalyst Carl Jung often would refer to the two-million-year-old self, even when speaking to a child. Jung understood that inherent in our humanity is the wisdom of the ages. Here are three steps you can take...
Cult Brands Are inclusive and actively make customers feel welcomed In Alexander the Great’s conquest of Persia, the Macedonian King upset his military compatriots and childhood friends by marrying Roxana. Roxana was the daughter of a minor Persian baron. That is, she was not from Macedonia; she...
What are fairy tales? Simple stories to keep children entertained in the nursery, perhaps—tales of giants and princesses spun out of simple fancy and wayward whimsy? Perhaps, they're something more. Fairy tales are some of the oldest stories in existence. These are tales that have been...
Leaders may struggle to create brands that are still relevant in today's culture due to the high but ambiguous expectations they must achieve. Consider the tried-and-true method of identifying and aligning around a compelling brand promise. This is critical when comparing your brand's performance to...
What do you know? It turns out you can buy happiness. Okay, I might be overstating the case—but only a little. Nearly a decade ago, researchers Scott Rick, Beatriz Pereira, and Katherine Burson found that retail therapy—going shopping specifically to lift the mood, a behavior typically...
One of the most pernicious and underappreciated difficulties in businesses is the fight to feel valued. But What happens when customers feel devalued? In almost all our research, three things happen: Devalued customers destroy your brand's reputation. Devalued customers don't come back. Devalued customers will make your competition...