Mike discusses one of his company sizzle words (speak hard truth). Speaking the hard truth is the process of being honest, fair, and observant in identifying the point(s) of calibration in the branding process. You’re not always going to like what you hear, but to hear it and now have the chance to address it or improve it gives us an opportunity to evolve and grow the brand in a positive way. You don’t want to miss this one!
- Talking about sizzle words and what they are – 0:20
- Getting inside a brand of a client – 2:06
- How to look into a brand – 3:31
- What’s “speaking the hard truth” – 3:54
- The dynamic of speaking hard truth – 4:30
- The process of speaking the hard truth – 5:15
- Working with the customer – 5:56