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Preparing for the future

Key points from the chapter

Preparing for the future

Explain why you do what you do, then develop and share your point of view to make it easier for clients to choose your brand.

Having a point of view increases or creates demand for a service, and brands without one will always be followers not leaders.

Create services that are useful, helpful and relevant to your ideal type of client to save them time and make their lives simpler.

Agility, flexibility and informality are prized attributes for all service brands as the world speeds up around us.

Re-think and re-organise the way your people work together and with third party agencies and suppliers to help you provide a better brand experience.

A company’s size no longer matters as much as quality of service.

There is a premium to be enjoyed by keeping things simple.


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