EP 420: Why every business is "on a mission to..."
What Works
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The Importance of Why-Based Organizations
Starting with why is an effective brand and marketing strategy. People don't buy what you do; they buy why you do it, writes John Sutter. Companies that claim to start with why set the stage for disappointment, he says. The more a worker is invested in that motivation, the more easily they're assimilated into the goals of the firm,. wrote Sutter.
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