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95 Theses
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(22 to 28)
22 Getting a sense of humor does not mean putting some jokes on the corporate web site. Rather, it requires big values, a little humility, straight talk, and a genuine point of view.
companies should not be serious and must have a sense of humor
We want something an ideal company that would serve us anytime and give our needs
23 Companies attempting to "position" themselves need to take a position. Optimally, it should relate to something their market actually cares about.
If companies want to be successful, they first need to know what their markets wants
Markets are the first priority of the company
They must answer: “What our customer really cares about?”
24 Bombastic boasts—"We are positioned to become the preeminent provider of XYZ"—do not constitute a position.
This is very evident in our society.
The companies are saying that their mission is to serve the markets, but actually they care is only their own profit
Company that acts like that will not be successful
25 Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationships.
In order to serve their people, they need to approach us
They must gain that loyalty and trust from us
There are strategies that can help companies to create good relationships with us
26 Public Relations does not relate to the public. Companies are deeply afraid of their markets.
Companies are afraid to their markets because markets can make them fall
Even though companies have people that are good in public relations, if still they don’t have good strategies, they will not get the trust of people
27 By speaking in language that is distant, uninviting, arrogant, they build walls to keep markets at bay.
If they will continue not to care about their markets, their markets in return will not also care about them.
Companies should see the importance of their markets
28 Most marketing programs are based on the fear that the market might see what's really going on inside the company.
Markets need to see the truth
They must realized that the important thing is to be close with their markets
