IT IS NOT EASY, BUT IT BEATS BURNING CASH – 3 OBSERVATIONS Excellence and even a commitment to it are easy to talk about but very difficult to achieve. However, it is well worth achieving. In most cases, it is much more efficient and cost effective to address excellence than to continue to burn cash […]

IT IS NOT EASY, BUT IT BEATS BURNING CASH – 3 OBSERVATIONS Excellence and even a commitment to it are easy to talk about but very difficult to achieve. However, it is well worth achieving. In most cases, it is much more efficient and cost effective to address excellence than to continue to burn cash on communication – or, more specifically, advertising. So, how does a business develop a commitment to excellence? I would argue that critical issues include: Having a clear mission. Having a clear vision. Establish a clear set of values. These three issues are all part of defining the brand. The brand definition of every business should directly address these three issues. At the same time, these three issues are central to developing a commitment to excellence. These are issues that organisations like Ferrari, Apple and Tesla are well known for addressing. These are all businesses with…