Not until it’s something everyone wants to defend
If you’re the business owner or co-owner, you’re either the CEO, on the Cabinet, a silent partner.
Your stakes are as high as they get.
Owner.
You own the business.
You’ll defend it with every fiber in your mind, body, and spirit.
Right?
Now imagine you’re not the owner.
How invested are you in the issues, the challenges, the opportunities, and, the problems?
Not very.
Why should you be?
Do the math, what if 99.9% of your employees (at all levels) would be willing to walk away if times got too tough?
Do the math a second time. What if 99.9% of your employees (at all levels) would NOT be willing to walk away if times got too tough?
A striking difference to be sure.
Why wouldn’t they abandon ship?
Because they believe in what you do in such an unexplainable (and wonderful) way that they can’t imagine doing anything but protecting your Brand Loyalty culture, your emotionally connected brand.
Why?
Because your emotionally connected brand is a huge part of their emotionally connected personal brand.
It’s in their DNA to be on the (your) mission that makes the world a better place.
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