What’s the fate of your healthcare organization brand?

What’s the fate of your healthcare organization brand?

What legacy did your company leave in its industry? How did your brand move the needle in a market category? To clarify your company’s future, it helps to step back and imagine a world in which it does not exist.

These are some of the important and inspiring ideas from Bill Taylor’s HBR article: Your Company’s Obituary Can Shape It’s Future.

It’s a pretty timely read for me, as I opened up a meeting with a prospective healthcare services client yesterday by asking them to write down “their one thing.” The one thing that mobilizes employees, that their clients can’t live without and that distinguishes them from competitors. It’s a tough question, which is why we gave them until the end of the meeting to commit.

Bill’s real message is that if your customers can live without you, eventually they will. This is one of those keeper articles. The kind that you print out and pin on your wall. That remind you to keep your eye on the real prize — creating a company whose offerings your customers just can’t live without.

Eric Brody

Eric Brody is President of Trajectory, a brand consulting and marketing agency specializing in creating momentum for brands on a health + wellness mission.