It’s About the People

By Claude Schmidt
Published on: August 26, 2021

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It was international music and cultural icon Robert Nesta Marley’s deep belief that his music could make a positive impact in the world. “All people life important. My life is only important if me can help plenty of people. My life is for people.” Having recently stumbled upon a rough video of Marley uttering these words, I couldn’t help but think . . .

If business is the activity of buying, selling, making, and/or providing services in exchange for money, then we shouldn’t overlook that business success revolves around directly addressing human needs and forging enhanced customer experiences, satisfaction, retention, a strong referral business, and more. Sure, a solid business plan, healthy P&L, and the hard work that brought you here really matters, but let’s pay particular attention to who you do it with and for – your “tribe” of colleagues, employees, fans, customers, and even future customers.

And if that isn’t enough, we also have to consider the sobering thought surrounding the ever-increasing stake customer voices play in product development concerns, marketing communications, and also experiential executions. Manufacturers can no longer afford to develop product(s) in an absolute vacuum. What was once a fairly one-way conversation has swung in favor of the greater mass. Consider the gravity of: Crowd-Sourcing, Online Reviews, User-Generated Content, and even Co-Creation – remember New Coke?

So now for the rub. Are you proactively and respectfully trying to engage your tribe in a way that consistently fosters real emotional connections? Or are you missing opportunities to be outgoing, connected and engaged transparently? As you strive to keep your business on a positive trajectory and at the forefront, it’s important to keep in mind the importance of listening to the tribe and facing these opportunities head-on. Even if initial attempts feel awkward, keep at it – your customers and business partners will thank you!

Perhaps further comfort and additional inspiration can be drawn from Bob Marley’s following statement, “The greatness of a man is not in how much wealth he acquires, but in his integrity and his ability to affect those around him positively.” Keep up the good work! 343


Claude Schmidt

Claude Schmidt

Claude has touched audio in the Field and from Headquarters as a Product Expert, Content Marketer, Spokesperson, Radio Producer, Voice Actor, and most recently Marketing Director. He loves to challenge himself, understand the “how” of things, and roll up his sleeves to deliver innovative products and engaging marketing initiatives.

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