In the GLI’s “Emerging Technologies for Innovation” Substream, David Simnick (founder of Soapbox) focuses on communication as key.
On the one hand, relevant brands transmit high-level vision, purpose, and values in a way that differentiates, inspires, and engages stakeholders.
On the other hand, relevant brands convey nuanced features and benefits important to their customer base. People want to know how an offering will help them.
To maintain this balance —
1. Get close to your stakeholders.
2. Gather and absorb all insights.
3. Pay attention to behavioral trends.
4. Unpack your vulnerabilities and work to mitigate them.
5. Learn where others have failed, transforming these stories into valuable lessons.
