The Zweig Letter: Be on Mission

Date Posted: Apr 05, 2021
Location: Dallas, TX

“It’s better to be on mission than on brand. In the service industry, a strong mission statement the firm backs whole-heartedly is a more powerful motivator than the firm’s brand. While brands create awareness, actions are motivated by a common mission and these actions underscore and support the brand. Think of the firm as a book; while the brand is the book cover that draws the reader in, the mission is the story and substance that keeps the reader hooked.”

Read the full article on pages 3-4 using the link below.

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