It takes zero talent to work hard and zero talent to stay humble; if you get those things right you will always do well in your journey.” Further advice is to “Learn to fail fast” and “Own as much of the supply chain as you can.”
The lessons: Staying humble is far harder the more success and fame you achieve. Keep things as simple as possible for as long as possible, scale with demand, and remember where you came from. Never underestimate the contribution of those around you and the fortune you’ve been granted.
Proudly exclude everyone except your target audience so you can focus solely on them. Double down on the customer experience. Test your site, and test some more. Utilise the best technology to create exceptional customer touchpoints, via your website and in-person. If you do mess up, own the mistake, respond in an exceptional way and carry on.
Plan your calendar of activity far in advance and be prepared to respond to last-minute events with hard-hitting campaigns. Explore everything that your target audience is already talking about and work out how to make it relevant to your brand in a big way.
The global brands set up before the 2000s didn’t have chance to document their journeys in such detail, but if they had they might be stronger today. Documenting every part of a brand’s journey lets its customers feel like they are getting an inside look. Use social media to be transparent. Everything you do can be remarkable content as long as it’s planned and executed exceptionally.
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