Your Brand is a Glass Box

  • January 20, 2021

Back in the day a business was a black box. For outsiders, it was pretty hard to see what was going on inside.

The brand was painted on the outside of the box. People came and looked at it. They either liked it or they didn’t.

Today a business is a glass box. Outsiders can easily see inside. They can see the people and the processes. They can see the values. They can even see what the people inside the box feel about what they’re doing.

That’s thanks to the transparency that is part of a connected world. Transparency makes stories like the 2015 New York Times take down of Amazon’s culture much more likely. But the revolution is that no one working at Amazon today needs the New York Times to let the world know that they hate working at Amazon.

So if you want to build a brand that people will love, there’s now only one way. Start with what is deep inside your business and work your way out. Create a business you’re happy for the world to see all the way through. One with great internal processes, driven by great values, put into practice by happy people. That takes real meticulousness.

Where does all this ultimately lead? You can’t build a great brand any more. You just have to be a great business, all the way through. That’s your brand. Maybe we’re not there yet, but we’re on the way.



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