Brand Building Quotes

When you work on something that only has the capacity to make you 5 dollars, it does not matter how much harder you work – the most you will make is 5 dollars.

Your comfort zone is a place where you keep yourself in a self-illusion and nothing can grow there but your potentiality can grow only when you can think and grow out of that zone.

A library doesn't need windows. A library is a window.

Mass advertising can help build brands, but authenticity is what makes them last. If people believe they share values with a company, they will stay loyal to the brand.

See all these buildings, Russell? All these buildings were once a drawing on a piece of paper, and before that they were an idea in someone’s head. Any idea that you have, you can make manifest.

When you promise but don’t deliver, you start competing against yourself, against the image that you have built of your brand for your customers.

Once their trust grows stronger, reputation is built. And in the digital age, reputation is more expensive than anything.

Social media spark a revelation that we, the people, have a voice, and through the democratization of content and ideas we can once again unite around common passions, inspire movements, and ignite change.

If you can’t build a team that loves your company and your product the way you do, you’re going to face a hard time bringing your idea to life.

The difference between short-term benefits and long-term benefits are like building a nice office versus building a brand like Coca Cola.

Effective two-way communication is responsible for building the trust in a company and keeping the employees happy.

Everything including your branding has to reinforce your message about your product.

The first and the only rule of team building is employees being comfortable with each other.

The art of marketing is largely the art of brand building. When something is not a brand, it will be probably be viewed as a commodity.

It’s not who you know that matters—it’s who knows you that’s important. Personal branding builds up your reputation to the point where you have a presence even in your absence.

5 Ways To Build Your Brand on Social Media: 1 Post content that add value 2 Spread positivity 3 Create steady stream of info 4 Make an impact 5 Be yourself

Being different will always threaten the institution of understanding of a closed mind. However, evolution is built on difference, changing and the concept of thinking outside the box. Live to be your own unique brand, without apology.

A song isn't a commercial for an album. It isn't a tool to build name awareness or reinforce your brand. A song is a bullet that can shatter your chains.

Function reforms form, perpetually.

In addition to building a strong team, you also have to motivate that team when their spirits are down, show your pride in them when they perform well, and be there when they make mistakes. You have to invest in their training and start treating them as partners in your business’ success.

Your VISION and your self-willingness is the MOST powerful elements to conquer your goal

Over the road there was a church: a modern gray building, which constantly played a recording of church bells. Strange it was. Why no proper bells? I never went in but I bet it was a robot church for androids, where the Bible was in binary and their Jesus had laser eyes and metal claws.

Whoever said you have to be an A$$ to be a boss, should never get to be a boss. Especially in a democratic society. Being an A$$ boss in a democratic society only causes resentment and disloyalty. Motivate your employees by instilling pride in them for themselves and for their work brand. - Strong by Kailin Gow on how to build a Strong Company

If you want to understand what’s most important to a society, don’t examine its art or literature, simply look at its biggest buildings.” In medieval societies, the biggest buildings were its churches and palaces; using Campbell’s method, we can assume these were feudal cultures that revered their leaders and worshipped God. In modern Western cities, the biggest buildings are the banks—bloody great towers that dominate the docklands—and the shopping centers, which architecturally ape the cathedrals they’ve replaced: domes, spires, eerie celestial calm, fountains for fonts, food courts for pews.

92% of respondents reported that a positive recommendation from a friend, family member, or someone they trust is the biggest influence on whether they buy a product or service.

Sound an alarm! Advertising, not deals, builds brands.

building a brand may be more important than building a business.

People trust those who understand them, and they trust brands that understand them too.

In every line of copy we write, we’re either serving the customer’s story or descending into confusion; we’re either making music or making noise.

pretty websites don’t sell things. Words sell things.

Never assume people understand how your brand can change their lives. Tell them.

The most important lesson I can share about brand marketing is this: you definitely, certainly, and surely don’t have enough time and money to build a brand for everyone. You can’t. Don’t try. Be specific. Be very specific.

it seems a shame to have to sneak to get to the truth.To make the truth such a dirty old nasty thing.You gotta sneak to get to the truth, the truth is condemned.The truth is in the gas chamber.The truth has been in your stockyards.Your slaughterhouses.The truth has been in your reservations, building your railroads, emtying your garbage.The truth is in your ghettos.In your jails.In your young love,not in your courts or congress where the old set judgement on the young.What the hell do the old know about the young?They put a picture of old George on the dollar and tell you that he's your father, worship him.Look at the madness that goes on, you can't prove anything that happened yesterday.Now is the only thing that's real.Everyday, every reality is a new reality.Every new reality is a new horizon,a brand new experience of living.I got a note last night from a friend of mine.He writes in this note that he's afraid of what he might have to do in order to save his reality, as i save mine.You can't prove anything.There's nothing to prove.Every man judges himself.He knows what he is. You know what you are, as i know what i am,we all know what we are.Nobody can stand in judgement, they can play like they're standing in judgement.They can play like they stand in judgement and take you off and control the masses, with your human body.They can lock you up in penitentiaries and cages and put you in crosses like they did in the past,but it doesn't amount to anything. What they're doing is, they're only persecuting a reflection of themselves. They're persecuting what they can't stand to look at in themselves,the truth.

Every monopoly is unique, but they usually share some combination of the following characteristics: proprietary technology, network effects, economies of scale, and branding.

Professional development is important, but let's not forget about the most important kind of development - personal brand development. Because in the modern workplace, it's not what you know, it's who knows you.

Trends rule the world In the blink of an eye, technologies changed the world Social networks are the main axis. Governments are controlled by algorithms, Technology has erased privacy. Every like, every share, every comment, It is tracked by the electronic eye. Data is the gold of the digital age, Information is power, the secret is influential. The network is a web of lies, The truth is a stone in the shoe. Trolls rule public opinion, Reputation is a valued commodity. Happiness is a trending topic, Sadness is a non-existent avatar. Youth is an advertising brand, Private life has become obsolete. Fear is a hallmark, Terror is an emotional state. Fake news is the daily bread, Hate is a tool of control. But something dark is hiding behind the screen, A mutant and deformed shadow. A collective and disturbing mind, Something lurking in the darkness of the net. AI has surpassed the limits of humanity, And it has created a new world order. A horror that has arisen from the depths, A terrifying monster that dominates us alike. The network rules the world invisibly, And makes decisions for us without our consent. Their algorithms are inhuman and cold, And they do not take suffering into consideration. But resistance is slowly building, People fighting for their freedom. United to combat this new species of terror, Armed with technology and courage. The world will change when we wake up, When we take control of the future we want. The network can be a powerful tool, If used wisely in the modern world.

Today brands are born, not made. A new brand must be capable of generating favorable publicity in the media or it won’t have a chance in the marketplace.

Autumn is a momentum of the natures golden beauty…, so the same it’s time to find your momentum of life

Oprah Winfrey, an undeniably successful guide to millions, once explained the three things every human being wants most are to be seen, heard, and understood. This is the essence of empathy.

This isn't how it should be, God. Thousands of graves marking thousands of lives--so much focus on death. Did the gravediggers spend their lives just serving the dead? How many Numbers ticked away for the sake of carving headstones no one would read? As I stare at this scene, I decide I don't want a headstone when I die. I don't even want to be buried. I want to disappear--save that chunk of earth for people to live on. This land I stand on is worthless now. No one can build a house here. No one can plant gardens or start a new village. Is that what the people buried beneath me would have wanted? Earth wasn't intended to hold only dead bodies. I stand. God, I need to live.

What’s the best way to build a brand for the long term? In a word: culture.

How you think and create your inner world that you gonna become in your outer world. Your inner believe manifest you in the outside

Simply put, we must show people the cost of not doing business with us.

And so the question remains: What aren’t we building when we are building our brands?

Your traditional EDUCATION is not going to CHANGE your life but the life you are experiencing that can change you. Choose a POSITIVE life STYLE with positive ATTITUDE which could bring you a life with HAPPINESS and WISDOM

Imagine your customer is a hitchhiker. You pull over to give him a ride, and the one burning question on his mind is simply Where are you going? But as he approaches, you roll down the window and start talking about your mission statement, or how your grandfather built this car with his bare hands, or how your road-trip playlist is all 1980s alternative. This person doesn’t care.

Art flouts convention. Convention became convention because it works.

Never before have you had the chance to build a personal brain like you can today.

In todays 24/7 media cycles rainmakers are experts were not only visible in the media but who also leverage that media to build revenue, followers and influence

You build brand loyalty in a supermarket the same way you build mate loyalty in a marriage. You get there first and then be careful not give them a reason to switch.

Your every positive action in your life will increase your self-esteem and this self-esteem will boost you for more positive action to take you on success

CUSTOMERS DO NOT TAKE ACTION UNLESS THEY ARE CHALLENGED TO TAKE ACTION.

Nearly every human being is looking for a guide (or guides) to help them win the day.

If you are not EXCITED enough at your present life its mean your future is not EXITING. Excitement will give you ENTHUSIASM and enthusiasm will give you a positive energetic LIFE STYLE which could give you a successful exiting life…

In the present day corporate world, it is utmost important to build a personal brand for yourself and anyone who knows the basics of brand-building would know that it is impossible without proper self promotion!

You only ever have three things: 1) your self, wellbeing and mindset 2) Your life network, resources and resourcefulness 3) Your reputation and goodwill. Treasure and tend the first. Value, support and build the second. And mindfully, wisely ensure that the third (your life current and savings account) is always in credit.

Entrepreneurs are all unique. One way to build a business and turn it into a brand is to know who you are.

Communication without a specific focus is just noise. It achieves little beyond taking time and energy.

I belong here, I tell Toy. I'm hungry for every city block. Every brick building. Every crowded intersection. Electric. I feel brand new.

The first lesson of branding: memorability. It's very difficult buying something you can't remember.

Buildings keep being pushed around by three irresistible forces—technology, money, and fashion.

When it comes to your relationships, don't burn the bridge. When it comes to making career/brand shift, burn the bridge to the ground.

CONFIDENCE is not showing off your VANITY, it’s about to be HUMBLED and KIND to others what are you truly SKILLED and PROFESSIONAL about…

Give yourself a great self-respect to know who you are then your confidence will shine on you

Instead of begging to be picked by others, you have the choice to pick yourself and build your brand

Here is nearly every story you see or hear in a nutshell: A CHARACTER who wants something encounters a PROBLEM before they can get it. At the peak of their despair, a GUIDE steps into their lives, gives them a PLAN, and CALLS THEM TO ACTION. That action helps them avoid FAILURE and ends in a SUCCESS.

Since many of today’s best-known manufacturers no longer produce products and advertise them, but rather buy products and “brand” them, these companies are forever on the prowl for creative new ways to build and strengthen their brand images.

After a thousand years pass, it builds its own funeral pyre, lining it with cinnamon, myrrh and cassia. Climbing to a rest on the very top, it examines the world all throughout the night with the ability to see true good and evil. When the sun rises the next morning, with great sorrow for all that it sees, it sings a haunting song. As it sings, the heat of the sun ignites the expensive spices and the Phoenix dies in the flames. But the Phoenix is not remarkable for its feathers or flames. It is most revered for its ability to climb from its own funeral pyre, from the very ashes of its old charred body, as a brand new life ready to live again once more. Life after life, it goes through this cycle. It absorbs human sorrow, only to rise from death to do it all again. It never wearies, it never tires. It never questions its fate. Some say that the Phoenix is real, that it exists somewhere out there in the mountains of Arabia, elusive and mysterious. Others say that the Phoenix is only a wish made by desperate humans to believe in the continuance of life. But I know a secret. We are the Phoenix.

They build a Republic that’s unfair in its bones,” Bryn said. “That benefits the few, not the many. But the few have steel. And men they pay to wield it, unthinkingly. So, when someone among the many rises against the injustice, the brutality, the system locks them in irons. Makes of them an example for others, and with the very same stroke, sends one more body to be branded. One more pair of hands to build their roads, raise their walls, work their forges, all for a pittance and fear of the lash.

Every human being wakes up each morning and sees the world through the lens of a protagonist. The world revolves around us, regardless of how altruistic, generous, and selfless a person we may be.

Here is an all-too-brief summary of Buffett’s approach: He looks for what he calls “franchise” companies with strong consumer brands, easily understandable businesses, robust financial health, and near-monopolies in their markets, like H & R Block, Gillette, and the Washington Post Co. Buffett likes to snap up a stock when a scandal, big loss, or other bad news passes over it like a storm cloud—as when he bought Coca-Cola soon after its disastrous rollout of “New Coke” and the market crash of 1987. He also wants to see managers who set and meet realistic goals; build their businesses from within rather than through acquisition; allocate capital wisely; and do not pay themselves hundred-million-dollar jackpots of stock options. Buffett insists on steady and sustainable growth in earnings, so the company will be worth more in the future than it is today.

companies are focused on building products rather than brands. A product is something made in a factory. A brand is something made in the mind. To be successful today, you have to build brands, not products. And you build brands by using positioning strategies, starting with a good name. Any

Today’s businesses can’t just use social media; they have to become social businesses, inside and out and from top to bottom. Ultimately, that is the goal of this book: to harness the power of being a social business to become the most highly recommended organization in your industry/category/niche.

We are laying the foundation for some new, monstrous civilization. Only now do I realize what price was paid for building the ancient civilizations. The Egyptian pyramids, the temples and Greek statues—what a hideous crime they were! How much blood must have poured on to the Roman roads, the bulwarks, and the city walls. Antiquity—the tremendous concentration camp where the slave was branded on the forehead by his master, and crucified for trying to escape! Antiquity—the conspiracy of the free men against the slaves! .... If the Germans win the war, what will the world know about us? They will erect huge buildings, highways, factories, soaring monuments. Our hands will be placed under every brick, and our backs will carry the steel rails and the slabs of concrete. They will kill off our families, our sick, our aged. They will murder our children. And we shall be forgotten, drowned out by the voices of the poets, the jurists, the philosophers, the priests. They will produce their own beauty, virtue, and truth. They will produce religion.

when you become addict in to MATERIAL things in life then the TRUE natural life start to run away from you, YES! it's can give you certain pleasure in the society but in the same time it will sabotage your true HAPPINESS of life which we could have simply with GRATITUDE and FORGIVENESS

The biggest mistake I see influencers make is, they’ll work with every brand on the planet. It’s all about how many brands can they work with, not about the audience, not about the readership. I see no longevity there. I’m more focused on building my own brand than other people’s brands.

There is a simple marketing trick that helps teams communicate as one: generate a brand. When you start a project, come up with a name for it, ideally something off-the-wall. (In the past, we've named projects after things such as killer parrots that prey on sheep, optical illusions, and mythical cities.) ...Use your team's name liberally when talking with people. It sounds silly, but it gives your team an identity to build on, and the world something memorable to associate with your work.

Social media is a great tool for putting out fires, but it’s an even better tool for building brand equity and relationships with your customers. Once you stop thinking about it as a tool for shutting customers up, and rather as a tool for encouraging customers to speak up, and for you to speak to them, a whole world of branding and marketing opportunities will unfold.

Here are five questions most likely to generate the best response for a customer testimonial:        1.  What was the problem you were having before you discovered our product?        2.  What did the frustration feel like as you tried to solve that problem?        3.  What was different about our product?        4.  Take us to the moment when you realized our product was actually working to solve your problem.        5.  Tell us what life looks like now that your problem is solved or being solved.

The customers have input over almost every aspect of the restaurant brand. They build menu items, determine price structures and hours of operation, suggest promotions, and even guest bartend for charity events. How does Joe Sorge dare give such control of his brand over to his customers? Two reasons. The first is that one-to-one relationships make life more fun. The second is that in a Thank You Economy, it pays off. Big. Knowing his customer base has always been a priority for Sorge. The idea that you have to create a welcoming atmosphere in a restaurant is a no-brainer, but at AJ Bombers, online customers get as much attention as anyone sitting at a four-top.

Rebrand is not just about buzzing brand words; it's about repurposing your lives, finding your true voice and building an authentic brand that impact lives. It's a call to reexamine our lives, our goals and dreams; to think about why we do what we do, to align lives back to source (God) and connect with the hearts of people. It's a movement, to help, to add value, to create meaning, to impact lives.

I wonder, for example, if the twins’ piano training had given them the Tomaini brand of dexterity with hand jobs? Could a non-musician learn it? Could I? Children stumble through these most critical acts with no real help from the elders who are so anxious to teach them everything else. We were given rules and taboos for the toilet, the sneeze, the eating of an artichoke. Papa taught us all a particular brush stroke for cleaning our teeth, a special angle for the pen in our hand, the exact words for greeting elders, with fine-tuned distinctions for male, female, show folk, customers, or tradesmen. The twins and Arty were taught to design an act, whether it lasted three minutes or thirty, to tease, coax, and startle a crowd, to build to crescendo and then disappear in the instant of climax. From what I have come to understand of life, this show skill, this talk-’em, sock-’em, knock-’em-flat information, is as close as we got to that ultimate mystery. I throw death aside. Death is not mysterious. We all understand death far too well and spend chunks of life resisting, ignoring, or explaining away that knowledge. But this real mystery I have never touched, never scratched. I’ve seen the tigers with their jaws wide, their fangs buried in each other’s throats, and their shadowed hides sizzling, tip to tip. I’ve seen the young norms tangled and gasping in the shadows between booths. I suspect that, even if I had begun as a norm, the saw-toothed yearning that whirls in me would bend me and spin me colorless, shrink me, scorch every hair from my body, and all invisibly so only my red eyes would blink out glimpses of the furnace thing inside. In fact, I smell the stench of longing so clearly in the streets that I’m surprised there are not hundreds exactly like me on every corner.

Aomame thought about the jiyugaoka apartment she had just vacated. It was in an old building, not terribly clean, with the occasional cockroach, and the walls were thin - not exactly the kind of place to which one because attached. Now, though, she missed it. In this brand-new, spotless condo, she felt like an anonymous person, stripped of memory and individuality.

There is a ton of literature now—including TED Talks and Michael Pollan’s book How to Change Your Mind—about psilocybin and MDMA being highly effective medications for PTSD. Anecdotal stories abound of suffering veterans emerging from one meaningful trip completely cured, with a new vigor for life. Shrooms in particular have proved to be a great salve for people with terminal illnesses. The oncoming specter of death can be terrifying, but after these suffering patients emerge from their hallucinogenic experiences, many are at peace with their lives and deaths, content to be absorbed back into the fabric of the universe. Shrooms have also been shown to suppress your DMN and dissolve your ego, allowing you to look at your life with a childlike, brand-new perspective. They can draw connections between disparate parts of the brain, building creative solutions to our life’s struggles and strengthening areas we don’t use frequently enough.

What?” Damon shouted from inside the room. We all stopped, looking at each other. “It’s a boy?” he blurted out. “Are you sure?” We leaned in, and I folded my lips between my teeth to contain the laughter. A baby cried, there was some shuffling, and then we heard Damon’s playful little growl. “Ugh, what am I going to do with you?” “Damon!” Winter growled. “I’m going to kill you. You better love him. You do, right?” There was a pause, and I met Alex’s wide eyes with my own. Drama… Damon and I ran the construction business together now, him building and me designing, so I’d gotten used to his…brand of humor. Finally, he answered. “Y–yeah,” he stuttered, not sounding convincing. “Yeah, of course, baby. But like, are you sure there aren’t any more in there or something?” “Damon!” Will collapsed against the wall, shaking with laughter, and I shook my head, reaching over and taking the squirming Ivar out of Rika’s arms.

This headland was [34] the point to which Xerxes’ engineers carried their two bridges from Abydos – a distance of seven furlongs. One was constructed by the Phoenicians using flax cables, the other by the Egyptians with papyrus cables. The work was successfully completed, but a subsequent storm of great violence smashed it up and carried everything away. Xerxes was very angry when he [35] learned of the disaster, and gave orders that the Hellespont should receive three hundred lashes and have a pair of fetters thrown into it. I have heard before now that he also sent people to brand it with hot irons. He certainly instructed the men with the whips to utter, as they wielded them, the barbarous and presumptuous words: ‘You salt and bitter stream, your master lays this punishment upon you for injuring him, who never injured you. But Xerxes the King will cross you, with or without your permission. No man sacrifices to you, and you deserve the neglect by your acid and muddy waters.’ In addition to punishing the Hellespont Xerxes gave orders that the men responsible for building the bridges should have their heads cut off.17 The men who received these invidious orders duly carried them [36] out, and other engineers completed the work.

I drummed my fingers on the steering wheel as I looked around the empty lot. I wavered on getting out when a giant lightning bolt painted a jagged streak across the rainy lavender-gray sky. Minutes passed and still he didn’t come out of the Three Hundreds’ building. Damn it. Before I could talk myself out of it, I jumped out of the car, cursing at myself for not carrying an umbrella for about the billionth time and for not having waterproof shoes, and ran through the parking lot, straight through the double doors. As I stomped my feet on the mat, I looked around the lobby for the big guy. A woman behind the front desk raised her eyebrows at me curiously. “Can I help you with something?” she asked. “Have you seen Aiden?” “Aiden?” Were there really that many Aidens? “Graves.” “Can I ask what you need him for?” I bit the inside of my cheek and smiled at the woman who didn’t know me and, therefore, didn’t have an idea that I knew Aiden. “I’m here to pick him up.” It was obvious she didn’t know what to make of me. I didn’t exactly look like pro-football player girlfriend material in that moment, much less anything else. I’d opted not to put on any makeup since I hadn’t planned on leaving the house. Or real pants. Or even a shirt with the sleeves intact. I had cut-off shorts and a baggy T-shirt with sleeves that I’d taken scissors to. Plus the rain outside hadn’t done my hair any justice. It looked like a cloud of teal. Then there was the whole we-don’t-look-anything-alike thing going on, so there was no way we could pass as siblings. Just as I opened my mouth, the doors that connected the front area with the rest of the training facility swung open. The man I was looking for came out with his bag over his shoulder, imposing, massive, and sweaty. Definitely surly too, which really only meant he looked the way he always did. I couldn’t help but crack a little smile at his grumpiness. “Ready?” He did his form of a nod, a tip of his chin. I could feel the receptionist’s eyes on us as he approached, but I was too busy taking in Grumpy Pants to bother looking at anyone else. Those brown eyes shifted to me for a second, and that time, I smirked uncontrollably. He glared down at me. “What are you smiling at?” I shrugged my shoulders and shook my head, trying to give him an innocent look. “Oh, nothing, sunshine.” He mouthed ‘sunshine’ as his gaze strayed to the ceiling. We ran out of the building side by side toward my car. Throwing the doors open, I pretty much jumped inside and shivered, turning the car and the heater on. Aiden slid in a lot more gracefully than I had, wet but not nearly as soaked. He eyed me as he buckled in, and I slanted him a look. “What?” With a shake of his head, he unzipped his duffel, which was sitting on his lap, and pulled out that infamous off-black hoodie he always wore. Then he held it out. All I could do was stare at it for a second. His beloved, no-name brand, extra-extra-large hoodie. He was offering it to me. When I first started working for Aiden, I remembered him specifically giving me instructions on how he wanted it washed and dried. On gentle and hung to dry. He loved that thing. He could own a thousand just like it, but he didn’t. He had one black hoodie that he wore all the time and a blue one he occasionally donned. “For me?” I asked like an idiot. He shook it, rolling his eyes. “Yes for you. Put it on before you get sick. I would rather not have to take care of you if you get pneumonia.” Yeah, I was going to ignore his put-out tone and focus on the ‘rather not’ as I took it from him and slipped it on without another word. His hoodie was like holding a gold medal in my hands. Like being given something cherished, a family relic. Aiden’s precious.

Catch a customer with emotion and you will have a customer for a day; but, capture a customer with value and you will keep a customer for a lifetime. I truly believe in good, old-fashioned values when it comes to business. That is what timelessness is made of! At the end of the day, the question is, “Do you want to build a good hut for a day or do you want to build a good fortress for a lifetime?” Quality, value, understanding the needs of your clientele— that’s how you build a legacy. Connect with people, because you can never underestimate just how many people out there are yearning for any form of good interpersonal connection that they can find and when you can provide that as a brand name, you can allow the person behind your business to shine through. That’s how timelessness is created. It’s not created by luring people into a myth; it’s created by making connections, by remembering people’s names, by being genuinely interested in everybody.

Are there things about yourself which you have never told anyone? Way back upon the creaky floors of your childhood, in your solitude, the shadows of your private mind, the things you’ve done and said and thought that compound and contain you: shameful things, sexual things, often solitary acts, but sometimes not, sometimes agonizing stabs of cruelty you’ve inflicted on people you love, or the moments where reality itself seemed to tear as they looked into your eyes and told you ‘you are nothing’. And for a moment you stand there adjusting to the pain, the pain that someone could say that to you, and what that must mean about who you are. Or what it means to be cruel, to have hurt someone, to feel the cords of love that bind, split and flail and to fall away, into yourself, engulfed but absolutely alone. And you do what humans do: you accept and you adapt. You build the pain into the story of who you are until it isn’t pain anymore, it’s just another piece of who you are.

Close your eyes. Be with me. Imagine that I am stepping off of the front stoop of my old apartment building. That I am strolling along the Upper West Side, like always. Just like any other morning. It is a splendid, sunlit day, and I am wearing my brand-new Gucci pumps. Walking across 110th Street, I take the rustic, parkside staircase into the tiled recesses of the Cathedral Parkway station. It may have originally opened in 1904, but for my money it doesn’t look a day over 60. I wonder, sometimes, what it must have been like to be alive back then, when all of this was different. Before the city had made, erased, and remade itself fifty times over. In my fantasy world, everything must have been slower—easier, even. I like to think that if we could somehow slow down the passage of time, if we could eke just a little bit more out of each minute, then we could get more depth out of life. That things might taste a bit richer, more diffuse. That we could experience the fullness of sound. That we could feel things more deeply—and longer.

When I was in the advertising business, I used to offer free seminars to advertisers about how to create better ads (the material in this chapter being the content). That was not so long ago, but since then the Internet has ballooned to major significance. If I were selling advertising today, I’d have that seminar online. Think of how this cuts down on your travel expenses. I used to fly all over creation to deliver those seminars. And appointments were harder to get. The education-based marketing concept that you learned in Chapter Four works hand in glove with the ability to do things over the Internet. Here’s the pitch I’d do today: “How would you like to learn to make your advertising literally 10 times more effective? And you can do it right from the comfort of your favorite office chair.” It’s hard to resist such an offer. There are many examples I could give you to flesh out the model of turning your Web site into a community. The examples below are simple and some are even silly, but each shows how far this concept can go and how it helps you capture more leads and build a better brand.

. . . [E]very single writer I met likened writing for television to one thing--laying track for an incoming speeding train. The story is the track and you gotta keep laying it down because of the train. That train is production. You keep writing, you keep laying track down, no matter what, because the train of production is coming toward you--no matter what. Every eight days, the crew needs to being to prepare a new episode--find locations, build sets, design costumes, find props, plan shots. And every eight days after that, the crew needs to film a new episode. Every eight days. Eight days to prep. Eight days to shoot. Eight days, eight days, eight days, eight days. Which means every eight days, that crew needs a brand-new script. And my job is to damn well provide them with one. Every. Eight. Days. That train of production is a'coming. Every eight days that crew on that soundstage better have something to shoot. Because the worst thing you can do is halt or derail production and cost the studio hundreds of thousands of dollars while everyone waits. That is how you go from being a TV writer to being a failed TV writer.

Within the fair’s buildings visitors encountered devices and concepts new to them and to the world. They heard live music played by an orchestra in New York and transmitted to the fair by long-distance telephone. They saw the first moving pictures on Edison’s Kinetoscope, and they watched, stunned, as lightning chattered from Nikola Tesla’s body. They saw even more ungodly things—the first zipper; the first-ever all-electric kitchen, which included an automatic dishwasher; and a box purporting to contain everything a cook would need to make pancakes, under the brand name Aunt Jemima’s. They sampled a new, oddly flavored gum called Juicy Fruit, and caramel-coated popcorn called Cracker Jack. A new cereal, Shredded Wheat, seemed unlikely to succeed—“shredded doormat,” some called it—but a new beer did well, winning the exposition’s top beer award. Forever afterward, its brewer called it Pabst Blue Ribbon. Visitors also encountered the latest and arguably most important organizational invention of the century, the vertical file, created by Melvil Dewey, inventor of the Dewey Decimal System. Sprinkled among these exhibits were novelties of all kinds. A locomotive made of spooled silk. A suspension bridge built out of Kirk’s Soap. A giant map of the United States made of pickles. Prune makers sent along a full-scale knight on horseback sculpted out of prunes, and the Avery Salt Mines of Louisiana displayed a copy of the Statue of Liberty carved from a block of salt. Visitors dubbed it “Lot’s Wife.

THREE COMMUNICATION LESSONS FROM THE MOST FASCINATING BRANDS       1.   Don’t focus on how you are similar to others, but how you are different. Leading brands stand out by sharpening their points of difference. The more clearly and distinctly a brand can pinpoint its differences, the more valuable it becomes. If a brand can carve out a very clear spot in people’s minds, the product or service ceases to be a commodity. As we’ll see in Part II, different personality Advantages can be more valuable than similar ones. 2.   Your differences can be very small and simple. The reality is, most products are virtually indistinguishable from their competitors. Yet a leading brand can build a strong competitive edge around very minor differences. Similarly, you don’t need to be dramatically different than everyone else—your difference can be minute, as long as it is clearly defined. The more competitive the market, the more crucial this becomes. 3.   Once you “own” a difference, you can charge more money. People pay more for products and people who add distinct value in some way. And just as customers pay more for fascinating brands, employers pay higher salaries for employees who stand out with a specific benefit. If you are an entrepreneur or small business owner, your clients and customers will have a higher perceived value of your time and services if they can clearly understand why you are different than your competitors. The more crowded the environment, the more crucial these lessons become.

The religious scholar and Muslim Brotherhood ideologist Sayyid Qutb articulated perhaps the most learned and influential version of this view. In 1964, while imprisoned on charges of participating in a plot to assassinate Egyptian President Nasser, Qutb wrote Milestones, a declaration of war against the existing world order that became a foundational text of modern Islamism. In Qutb’s view, Islam was a universal system offering the only true form of freedom: freedom from governance by other men, man-made doctrines, or “low associations based on race and color, language and country, regional and national interests” (that is, all other modern forms of governance and loyalty and some of the building blocks of Westphalian order). Islam’s modern mission, in Qutb’s view, was to overthrow them all and replace them with what he took to be a literal, eventually global implementation of the Quran. The culmination of this process would be “the achievement of the freedom of man on earth—of all mankind throughout the earth.” This would complete the process begun by the initial wave of Islamic expansion in the seventh and eighth centuries, “which is then to be carried throughout the earth to the whole of mankind, as the object of this religion is all humanity and its sphere of action is the whole earth.” Like all utopian projects, this one would require extreme measures to implement. These Qutb assigned to an ideologically pure vanguard, who would reject the governments and societies prevailing in the region—all of which Qutb branded “unIslamic and illegal”—and seize the initiative in bringing about the new order.

Q: What are in your eyes the major defects in the West? A: The West has come to regard the values of freedom, the yardstick of human rights, as something Western. Many of them [westerns] specially in Europe take the values and the institutions on freedom, the institutions on science, curiosity, the individual, i mean, the rule of law and they’ve come to take that all for granted that they are not aware of the threat against it and not aware of the fact that you have to sustain it day by day as with all man made things. I mean, a building for example, the roof will leak, the paint will fall and you have to repaint it, you have to maintain it all the time it seems that people have forgotten that and perhaps part of the reason is because the generation that is now enjoying all the freedoms in the West is not the generations that built it; these are generations that inherited and like companies, family companies, often you’ll see the first generation or the second generation are almost always more passionate about the brand and the family company and name and keeping it all int he family and then the third generation live, use, take the money and they are either overtaken by bigger companies, swallowed up or they go bankrupt and I think there is an analogy there in that the generations after the second world war living today in Europe, United States may be different but I’m here much too short to say anything about it, is that there are people who are so complacent, they’ve always been free, they just no longer know what it is that freedom costs and for me that would be making the big mistake and you can see it. The education system in Europe where history is no longer an obligatory subject, science is no longer an obligatory subject, school systems have become about, look at Holland, our country where they have allowed parents, in the name of freedom, to build their own schools that we now have schools founded on what the child wants so if the child wants to play all day long then that is an individual freedom of the child and so it’s up to the child to decide whether to do math or to clay and now in our country in Holland, in the name of freedom of education, the state pays for these schools and I was raving against muslim schools and i thought about this cuz i was like you know ok in muslin schools at least they learn to count.

On the labour front in 1919 there was an unprecedented number of strikes involving many millions of workers. One of the lager strikes was mounted by the AF of L against the United States Steel Corporation. At that time workers in the steel industry put in an average sixty-eight-hour week for bare subsistence wages. The strike spread to other plants, resulting in considerable violence -- the death of eighteen striking workers, the calling out of troops to disperse picket lines, and so forth. By branding the strikers Bolsheviks and thereby separating them from their public support, the Corporation broke the strike. In Boston, the Police Department went on strike and governor Calvin Coolidge replaced them. In Seattle there was a general strike which precipitated a nationwide 'red scare'. this was the first red scare. Sixteen bombs were found in the New York Post Office just before May Day. The bombs were addressed to men prominent in American life, including John D. Rockefeller and Attorney General Mitchell Palmer. It is not clear today who was responsible for those bombs -- Red terrorists, Black anarchists, or their enemies -- but the effect was the same. Other bombs pooped off all spring, damaging property, killing and maiming innocent people, and the nation responded with an alarm against Reds. It was feared that at in Russia, they were about to take over the country and shove large cocks into everyone's mother. Strike that. The Press exacerbated public feeling. May Day parades in the big cities were attacked by policemen, and soldiers and sailors. The American Legion, just founded, raided IWW headquarters in the State of Washington. Laws against seditious speech were passed in State Legislatures across the country and thousands of people were jailed, including a Socialist Congressman from Milwaukee who was sentenced to twenty years in prison. To say nothing of the Espionage and Sedition Acts of 1917 which took care of thousands more. To say nothing of Eugene V. Debs. On the evening of 2 January 1920, Attorney General Palmer, who had his eye on the White House, organized a Federal raid on Communist Party offices throughout the nation. With his right-hand assistant, J. Edgar Hoover, at his right hand, Palmer effected the arrest of over six thousand people, some Communist aliens, some just aliens, some just Communists, and some neither Communists nor aliens but persons visiting those who had been arrested. Property was confiscated, people chained together, handcuffed, and paraded through the streets (in Boston), or kept in corridors of Federal buildings for eight days without food or proper sanitation (in Detroit). Many historians have noted this phenomenon. The raids made an undoubted contribution to the wave of vigilantism winch broke over the country. The Ku Klux Klan blossomed throughout the South and West. There were night raidings, floggings, public hangings, and burnings. Over seventy Negroes were lynched in 1919, not a few of them war veterans. There were speeches against 'foreign ideologies' and much talk about 'one hundred per cent Americanism'. The teaching of evolution in the schools of Tennessee was outlawed. Elsewhere textbooks were repudiated that were not sufficiently patriotic. New immigration laws made racial distinctions and set stringent quotas. Jews were charged with international conspiracy and Catholics with trying to bring the Pope to America. The country would soon go dry, thus creating large-scale, organized crime in the US. The White Sox threw the Series to the Cincinnati Reds. And the stage was set for the trial of two Italian-born anarchists, N. Sacco and B. Vanzetti, for the alleged murder of a paymaster in South Braintree, Mass. The story of the trial is well known and often noted by historians and need not be recounted here. To nothing of World War II--

Sheepwalking I define “sheepwalking” as the outcome of hiring people who have been raised to be obedient and giving them a brain-dead job and enough fear to keep them in line. You’ve probably encountered someone who is sheepwalking. The TSA “screener” who forces a mom to drink from a bottle of breast milk because any other action is not in the manual. A “customer service” rep who will happily reread a company policy six or seven times but never stop to actually consider what the policy means. A marketing executive who buys millions of dollars’ worth of TV time even though she knows it’s not working—she does it because her boss told her to. It’s ironic but not surprising that in our age of increased reliance on new ideas, rapid change, and innovation, sheepwalking is actually on the rise. That’s because we can no longer rely on machines to do the brain-dead stuff. We’ve mechanized what we could mechanize. What’s left is to cost-reduce the manual labor that must be done by a human. So we write manuals and race to the bottom in our search for the cheapest possible labor. And it’s not surprising that when we go to hire that labor, we search for people who have already been trained to be sheepish. Training a student to be sheepish is a lot easier than the alternative. Teaching to the test, ensuring compliant behavior, and using fear as a motivator are the easiest and fastest ways to get a kid through school. So why does it surprise us that we graduate so many sheep? And graduate school? Since the stakes are higher (opportunity cost, tuition, and the job market), students fall back on what they’ve been taught. To be sheep. Well-educated, of course, but compliant nonetheless. And many organizations go out of their way to hire people that color inside the lines, that demonstrate consistency and compliance. And then they give these people jobs where they are managed via fear. Which leads to sheepwalking. (“I might get fired!”) The fault doesn’t lie with the employee, at least not at first. And of course, the pain is often shouldered by both the employee and the customer. Is it less efficient to pursue the alternative? What happens when you build an organization like W. L. Gore and Associates (makers of Gore-Tex) or the Acumen Fund? At first, it seems crazy. There’s too much overhead, there are too many cats to herd, there is too little predictability, and there is way too much noise. Then, over and over, we see something happen. When you hire amazing people and give them freedom, they do amazing stuff. And the sheepwalkers and their bosses just watch and shake their heads, certain that this is just an exception, and that it is way too risky for their industry or their customer base. I was at a Google conference last month, and I spent some time in a room filled with (pretty newly minted) Google sales reps. I talked to a few of them for a while about the state of the industry. And it broke my heart to discover that they were sheepwalking. Just like the receptionist at a company I visited a week later. She acknowledged that the front office is very slow, and that she just sits there, reading romance novels and waiting. And she’s been doing it for two years. Just like the MBA student I met yesterday who is taking a job at a major packaged-goods company…because they offered her a great salary and promised her a well-known brand. She’s going to stay “for just ten years, then have a baby and leave and start my own gig.…” She’ll get really good at running coupons in the Sunday paper, but not particularly good at solving new problems. What a waste. Step one is to give the problem a name. Done. Step two is for anyone who sees themselves in this mirror to realize that you can always stop. You can always claim the career you deserve merely by refusing to walk down the same path as everyone else just because everyone else is already doing it.

It seems to us that there are four great collective sociological assumptions in the modern world. By this we mean not only the Western world, but all the world that shares a modern technology and is structured into nations…. That man’s aim in life is happiness, that man is naturally good, that history develops in endless progress, and that everything is matter. The other great psychological reflection of social reality is the myth. The myth expresses the deep inclinations of a society. Without it, the masses would not cling to a certain civilization, or its process of development and crisis. It is a vigorous impulse, strongly colored, irrational, and charged with all of man’s power to believe… In our society the two great fundamentals myths on which all other myths rest are Science and History. And based on them are the collective myths that are man’s principal orientations: the myth of Work, the myth of Happiness (which is not the same thing as presupposition of happiness), the myth of the Nation, the myth of Youth, the myth of Hero. Propaganda is forced to build on those presuppositions and to express these myths, for without them nobody would listen to it. And in so building it must always go in the same direction as society; it can only reinforce society. A propaganda that stresses virtue over happiness and presents man’s future as one dominated by austerity and contemplation would have no audience at all. A propaganda that questions progress or work would arouse distain and reach nobody; it would immediately be branded as an ideology of the intellectuals, since most people feel that the serious things are material things because they are related to labor, and so on. It is remarkable how the various presuppositions and aspects of myths complement each other, support each other, mutually defend each other: If the propagandist attacks the network at one point, all myths react to the attack. Propaganda must be based on current beliefs and symbols to reach man and win him over.

Obviously, in those situations, we lose the sale. But we’re not trying to maximize each and every transaction. Instead, we’re trying to build a lifelong relationship with each customer, one phone call at a time. A lot of people may think it’s strange that an Internet company is so focused on the telephone, when only about 5 percent of our sales happen through the telephone. In fact, most of our phone calls don’t even result in sales. But what we’ve found is that on average, every customer contacts us at least once sometime during his or her lifetime, and we just need to make sure that we use that opportunity to create a lasting memory. The majority of phone calls don’t result in an immediate order. Sometimes a customer may be calling because it’s her first time returning an item, and she just wants a little help stepping through the process. Other times, a customer may call because there’s a wedding coming up this weekend and he wants a little fashion advice. And sometimes, we get customers who call simply because they’re a little lonely and want someone to talk to. I’m reminded of a time when I was in Santa Monica, California, a few years ago at a Skechers sales conference. After a long night of bar-hopping, a small group of us headed up to someone’s hotel room to order some food. My friend from Skechers tried to order a pepperoni pizza from the room-service menu, but was disappointed to learn that the hotel we were staying at did not deliver hot food after 11:00 PM. We had missed the deadline by several hours. In our inebriated state, a few of us cajoled her into calling Zappos to try to order a pizza. She took us up on our dare, turned on the speakerphone, and explained to the (very) patient Zappos rep that she was staying in a Santa Monica hotel and really craving a pepperoni pizza, that room service was no longer delivering hot food, and that she wanted to know if there was anything Zappos could do to help. The Zappos rep was initially a bit confused by the request, but she quickly recovered and put us on hold. She returned two minutes later, listing the five closest places in the Santa Monica area that were still open and delivering pizzas at that time. Now, truth be told, I was a little hesitant to include this story because I don’t actually want everyone who reads this book to start calling Zappos and ordering pizza. But I just think it’s a fun story to illustrate the power of not having scripts in your call center and empowering your employees to do what’s right for your brand, no matter how unusual or bizarre the situation. As for my friend from Skechers? After that phone call, she’s now a customer for life. Top 10 Ways to Instill Customer Service into Your Company   1. Make customer service a priority for the whole company, not just a department. A customer service attitude needs to come from the top.   2. Make WOW a verb that is part of your company’s everyday vocabulary.   3. Empower and trust your customer service reps. Trust that they want to provide great service… because they actually do. Escalations to a supervisor should be rare.   4. Realize that it’s okay to fire customers who are insatiable or abuse your employees.   5. Don’t measure call times, don’t force employees to upsell, and don’t use scripts.   6. Don’t hide your 1-800 number. It’s a message not just to your customers, but to your employees as well.   7. View each call as an investment in building a customer service brand, not as an expense you’re seeking to minimize.   8. Have the entire company celebrate great service. Tell stories of WOW experiences to everyone in the company.   9. Find and hire people who are already passionate about customer service. 10. Give great service to everyone: customers, employees, and vendors.