In Built to Last by Jim Collins and Jerry Porras, the authors - TopicsExpress

In Built to Last by Jim Collins and Jerry Porras, the authors point out that great companies have a well articulated and documented core ideology that informs every action the company does. As I read the case studies they used to illustrate this point, I realized I’d never written down core ideology of my business. So I decided to write it down and put it on this website, and I found that doing that exercise helped me get even more clear about what my business is about and why I do business the way I do it. I discovered that it was really a marketing exercise, in a way, because the expressed core values speak to what my business is and what it is supposed to do and who it serves, which is a core element of marketing and branding. - See more at: bit.ly/1ktm2UB

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