Author: Ed Lynes
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A Story That’s Stalled Out
Instead of chasing short-term fixes like bag fees or assigned seats, Southwest needs to redefine and recommit to its story
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What’s at Stake in Your Sales Funnel?
Redis used strategic narrative to score a $5 billion valuation
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If Your Brand is Customer-First, Then Why Am I Still on Hold?
Maybe it’s time to admit that it’s not pandemic-related: most brands really just don’t care about their customers
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Trust Us: We’re Evil
In Order to Be Trusted, People Must Know What You Stand For
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Snow Days and Paradigm Shifts
Sometimes, a snow day isn’t just a break from routine—it’s a catalyst for change.
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The Next Retail Chain to Fail? Your Local Supermarket
Challenges facing traditional supermarkets and the need for innovation to meet evolving consumer expectations.
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WeWork & Starbucks Agree: Father Knows Best
How founder-driven decisions at WeWork and Starbucks conflict with customer-centric brand values, potentially alienating their audience.
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That New HQ Isn’t For You
Gilded Corporate Palaces Are the Ultimate Rejection of Customer Focus One of the nation’s most prominent tech companies is in the market for a second headquarters. They’re based on the West Coast, start with the letter “A,” and have a brand that simultaneously delights their customers and frightens their rivals: Apple. They are undergoing a…
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Actions Speak Louder Than Words
How TD Bank destroyed a beloved brand by failing to live up to its own story
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Why Fast-Growing Companies Still Fail
Why scaling a business requires purpose process and accountability not just growth
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Humble Beginnings Make a Great Story: Your Brand and Its Creation Myth
Why your brand’s origin story can unite customers inspire teams and fuel growth
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Sweating Sales? Storytelling Isn’t the Answer.
Why brand storytelling matters most for strategy alignment talent culture and customer experience
