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How to end the Catch-22.

I hear it all the time: "How do I get my people to embrace these brand concepts? To live these brand principles?"

Here's the simple answer: The same way you get customers to respond to your brand. By appealing to what matters most to them, which is them--their lives, their families, and their futures. 

Start by covering the table stakes in your competitive environment: things like fair wages and benefits, an emotionally healthy work environment, fairness and transparency in your dealings with them, control over their own work, and recognition for achievement. Then provide opportunities for learning and growth.

But here's the Catch-22: You can't provide all of that unless you start to grow. That’s why growth through innovation is the imperative.

It’s a virtuous cycle. Growth leads to more opportunities, higher morale, and enhanced communication, which in turn gets everyone passionate about the brand.

You can’t simply ask people to change--to work better together--and expect it to happen. They have to want to, as well as know why and how.

So put the brand--the growth strategy--in your people's hands, and it will become impossible for them not to become engaged and to take responsibility. And then that Catch-22--fueled mainly by fear, flawed reasoning and bureaucratic nonsense--will cease to exist.

Posted by Tom Asacker August 13, 2012
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