Consumer mistrust of corporate communications is high. Peer-to-peer relationships are flourishing. People are desperate for reasons to believe and leaders to follow. We have a deep-seated need to believe that good will prevail.
Companies can elect to rally the masses and speak with them in ways and with messages that comfort and inspire. Or companies can elect status quo (last year’s plan) and slowly, surely watch their customers defect.
Successful organizations are a composite of skills, abilities, and characteristics. They are also a melded group of individuals bearing a variety of perceptions, viewpoints, and filters. Exceptional organizations are those that leverage the strengths of some to balance the weakeness of others. As with child-rearing, recognizing that one group shouldn’t be forced to wear the shoes of another but rather wear their own shoes with comfort and confidence, good companies will hold fast to mavericks and recognize the value they have the potential to provide the organization.
