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.