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The first and most important step is to begin with a cause. Guy Kawasaki referred to this in his book, The Art of the Start, as "making meaning." Every truly successful business has a cause that is beyond making money. Truly great brands solve one of life's great ills. In Ben McConnell and Jackie Huba's book, Creating Customer Evangelists, they refer to creating a cause as focusing on "making the world, or the industry, better."
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