GTM Unleashed: Brand starts with your company’s Culture

What are the first four letters of Culture? I find myself reflecting on that four-letter word, cult, more and more as time goes by.

As I reflect, every iconic brand has built a cult-like following: Apple, Nike, Adidas, Tesla, Whole Foods, and the list goes on. Customers have been given a major reason to believe – the employees of the brand itself. It is an absolute fact that 50% of the value of every brand is the organization itself which starts with the co-founders or CEO. The CEO is the owner of the company’s mission, values, and culture. The CEO commands hero-like status within the company itself. The entire company is filled with true believers. The customers’ spidey senses pick up on this and this builds passion, trust, and loyalty around a brand.

Awesome CEOs are rigorous about adhering to the company’s culture for themselves, their direct reports, and the entire organization that is on display for all to see. Hard decisions that need to be made should be made quickly. The faster the bandaid comes off, the faster the organization heals.

Culture is a set of shared attitudes, values, goals, and practices that characterize a particular group of diverse people. It is the sum of a group’s way of life both in and outside of work irrespective of gender, race, or ethnicity.

Having employees who are believers in the brand is invaluable for a company. These employees will be more likely to go above and beyond for the company, be more productive, and have a positive attitude that will rub off on other employees and customers. They will also be more likely to stay with the company, creating consistency and reducing recruitment and training costs. Additionally, having employees who are passionate about the brand will help to build the company’s reputation and create a positive customer experience, which can help to increase sales and customer loyalty.

Be true to your culture and values. Let the excitement within your company seep out into the public’s eye. Make your customer the hero, not just your CEO. Deliver great customer outcomes with your products and service. Word will spread like wildfire with a very limited marketing budget.

If this resonates with you, I am here, and at your service. Happy to chat for  15 minutes .

I’m here and at your service,


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