How long do you want your business to last?
It’s a question that can elicit a variety of responses. Some say 30 years or 40 years. Others offer a quizzical look. What I’ve found is when clients aren’t thinking about their future customer, it could cost them the future of their business.
In the “The World Value Index 2018: How People Perceive Brand’s Purpose,” companies and nonprofit organizations were ranked on customer value by people, not shareholders. St Jude’s Children’s Research Hospital ranked number one. Amazon, the only the for-profit company to crack the top 10 list, ranked seventh.
Let’s unpack the reasons for why customers perceive brands differently.