sell your values first and products second Roy Spence, is the author of the best-selling book, ‘It’s Not What You Sell – It’s What You Stand For’. In his book, Spence postulates, and indeed substantiates his view, that the values of a business are more important than the qualities of the products they sell. I […]

sell your values first and products second Roy Spence, is the author of the best-selling book, ‘It’s Not What You Sell – It’s What You Stand For’. In his book, Spence postulates, and indeed substantiates his view, that the values of a business are more important than the qualities of the products they sell. I would argue that the values of a business are, in fact, a part of the product they are selling and, indeed, an increasingly important part. Consider the following research findings: • 43% of consumers have changed brands due to a lack of trust • 56% of consumers respond positively when a brand ‘gets’ them • 37% of consumers show loyalty to brands that actively support shared causes • 65% of consumers are attracted to a brand they believe cares • 79% of gen z would engage with a brand that could help them make a…