I'm sitting here listening to a colleague have a conversation about a college football game this weekend. He keeps referring to the team as "we"....
And not only is he not on the football team .... he didn't even go to that university.
I think it's great that he refers to the team and school as "we." Because he feels like he's a kindred spirit. And it makes him a part of something bigger than himself.
That's exactly how great companies make you feel - like you're one of them. Like you feel their pain and experience their joy. They make you want to talk about "our" and "we." Not "them." You are in the family. And the sooner more companies .... from the Fortune 50s to the mom-and-pops - realize this, the better off they will be.
The company side of the coin should be very concerned about and aware of the "us and them" mentality. And shed it as quickly as possible. No, it's not touchy-feely marketing. It's smart. And it goes far beyond marketing. It's about making connections with people. And I think you'll find that making a connection turns a consumer into a valuable asset–which just got you out of the widget business and into something much, much bigger.
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