News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
Nobody Cares About Your Values
Jonathan Raymond / EMyth.com / August 12, 2013
“Values” have gone viral, and not necessarily in a good way. The process of discovering and clarifying your values and building your business based on them is a deeply personal one, but the cynical marketers among us have other designs. If they have their way, and they will, saying you have ‘strong core values’ will mean about as much as saying your product is ‘natural.’ That’s actually good news.
Good marketers understand social and cultural trends. They understand that people – especially the most important consumer generation ever don’t just want to feel emotionally connected to a brand, they demand to feel that way. But what marketers don’t appreciate is how much work it takes to actually be one of those brands. And there’s your opportunity.
You can build and run a great business and let your values speak for themselves. Because nobody cares about your values. What people care about is whether you embody them. What they tell their friends about is when your business gives them an experience that has value. For them.
What you say your company values are is irrelevant. What matters is whether people can experience them.