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How Land O’Lakes Found a Mission Greater Than Sales

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How Land O’Lakes Found a Mission Greater Than Sales

It was a powerful moment. A CNN+ interviewer asks Beth Ford, “What is the purpose of your life?”

She replies: “I hope I will know success by the number of lives I’ve touched. I hope by changing somebody’s story, by helping them succeed – if that’s what my life is and ends up being, that is going to be the best joy of my life.”

Beth is CEO of Land O’Lakes, a farmer-member-owned company with businesses focused on agricultural production and consumer foods, including the famous butter.

She shares with CNN+ what she sees beyond business in that rural landscape: “I cannot tell you how painful it is to watch a family have to struggle or to hear that they’re doing their hardest and to worry how they’re going to feed their own kids.

“Seventy-eight percent of the counties in America that index as food-insecure are in rural America … And it’s just not right. I don’t see why we say it’s someone else’s problem. This is an American issue. It leaves us less secure.”

How did Beth and Land O’Lakes become such fierce advocates for the American farmer? And how did that lead to the CNN+ interview? That story was told by Kim Olson, Land O’Lakes chief communications officer, at Content Marketing World.

Let’s rewind and start from the beginning.

Brand role, brand purpose

While the work in earned media and communications started as soon as Beth was named CEO, it more recently has been amplified and framed in enterprise purpose work led by Chief Marketing Officer Heather Malenshek.

Kim explains: “Less than 1% of the population is involved in agriculture, but 100% of us have to eat. We used to talk about farmers around the dinner table. Someone had an uncle or cousin that was out on the farm. Not anymore.”

Land O’Lakes determined the following:

  • Brand belief: Farmers are the entrepreneurs who truly change the world for the better.
  • Brand role: Magnify and champion farming’s true potential through relentless cooperation.
  • Brand purpose: Put farmers and retailers at the heart of creating a better world.
  • Brand impact: Sustainable futures, vibrant rural communities, and safe and plentiful food supply.

1669059903 655 How Land OLakes Found a Mission Greater Than Sales

Create a persona of the brand

To personalize the brand purpose and make it more tangible, the company created a persona – Maverick Advocate.

Maverick Advocate portrays bravery and resiliency, using its brand voice for good. The character does not destroy a system but makes it better. Kim says Maverick Advocate leads with the kindness and compassion that resilient, kind, and family-oriented farmers appreciate.

Beth, who became the president and CEO in July 2018, in many ways embodies the Maverick Advocate character. A few months after she started, she dined with farmer members who talked about their day-to-day lives. Beth asked how they made use of opportunities for additional economic, educational, and health-care digital resources. To her surprise, the farmers said they often didn’t have opportunities because they don’t have access to internet connectivity.

@LandOLakesInc CEO heard farmers didn’t have access to the internet, prompting the brand’s American Connection Project according to @BethFordLOL via @kim_l_olson @dshiao @CMIContent. Click To Tweet

Further research revealed over 42 million Americans lack access to broadband internet, Kim tells the Content Marketing World crowd.

Land O’Lakes had found its communications platform, closing the digital divide by expanding broadband access.

Develop a multi-year strategy

Kim helped conceive a three-year plan around this digital divide initiative. Beth served as the effort’s primary voice:

1669059903 149 How Land OLakes Found a Mission Greater Than Sales

The first year focused on building awareness of Beth as the new CEO and the Land O’Lakes brand. The second year centered on driving advocacy for closing the digital divide. Building on the success of years one and two, the third year focused on performance – expanding the strong CEO halo to enterprise and executive influence.

Let’s explore each phase further.

Year 1: Awareness

The awareness phase focused on high-profile speaking events, media opportunities, and op-ed articles, Kim explains. In one of Beth’s first appearances, she spoke at the Economic Club of Chicago. Beth discovered people were receptive to her message and largely didn’t know about the issue.

On the communications side, Kim focused on forming a strong, unified, and consistent message across media placements in local, regional, and national outlets. She says when working with the media, momentum is key. A few initial placements lead to more, usually more high-profile placements.

@LandOLakesInc @kim_l_olson says momentum is key in media placements. That’s what eventually brought CBS’ @60Minutes @LesleyRStahl to them, says @dshiao via @CMIContent. Click To Tweet

CBS News correspondent Leslie Stahl heard Beth speak. Her staff contacted Land O’Lakes to invite Beth to appear on 60 Minutes.

Kim worked with Beth to convince the broader leadership team about the opportunity. (After all, a story on 60 Minutes isn’t always that flattering for a company.)

1669059903 102 How Land OLakes Found a Mission Greater Than Sales

They invited 60 Minutes to a member’s farm in Pennsylvania to see the dairy operation. They involved Land O’Lakes chief technology officer Teddy Bekele to discuss broadband and the digital divide. The team helped 60 Minutes tell the story of what’s happening to farmers in rural America.

The program aired in October 2019 and it was a big success. It generated a lot of awareness and opened the door to more opportunities.

Year two: Advocacy

In year two, Land O’Lakes launched the American Connection Project (ACP) initiative to generate awareness and advocacy to address the digital divide. An ACP policy coalition included 177 companies from multiple industries that all agreed to the importance of broadband access for rural communities.

Member organizations include Cleveland Clinic, Microsoft, and Purdue University. In this phase, Land O’Lakes generated notable earned media placements. Sample headlines:

  • Land O’Lakes Played Key Role in Securing $65B for Federal Broadband Funding
  • Land O’Lakes, Inc. Teams up with Center on Rural Innovation To Launch American Connection Communities
  • Wolf Leads Bipartisan Effort in Calling on President, Congressional Leaders To Invest in Broadband Internet Access

These efforts culminated in November 2021, when Beth joined others on the White House lawn when the president signed the historic infrastructure bill:

Year 3: Action

During the pandemic, broadband access became more essential, heightening the seriousness of the digital divide. The Land O’Lakes team and their members, partners, and the coalition took action. Tina May, Beth’s chief of staff and vice president, rural services, led efforts to expand the American Connection Project.

Many provided free Wi-Fi access to their networks in their parking lots. The American Connection Project members and other Land O’Lakes partners rallied to provide free Wi-Fi access. In all, people could access free Wi-Fi at 3,000 locations.

The action didn’t stop there. The American Connection Project added more initiatives. American Connection Corps brings in young fellows who go back into rural communities to talk about digital connectivity and help workers improve their skills. The fellows also provide planning and consulting to these workers. The first initiative took place in Aberdeen, South Dakota.

Follow-on phase: enterprise-wide expansion

In a follow-on phase, Beth and members of the executive team elevated the collective voice and influence of Land O’Lakes to the broader world of business. Their earned media coverage featured numerous members of the C-suite, with placements in MarketWatch, VentureBeat, National Rural Business Summit, and.

1669059903 18 How Land OLakes Found a Mission Greater Than Sales

Beth now sits on The Business Roundtable, a nonprofit association eWeek based in Washington, D.C., whose members are chief executive officers of major U.S. companies. Beth has earned coverage in broader business publications, such as Fast Company and TED.

Be the next Land O’Lakes

At first blush, you might think, “This is a great story, but Land O’Lakes is a Fortune 500 company and this doesn’t apply to me.”

But it does. You can apply several things from this story to communications in any-sized company.

Land O’Lakes strategy was about the audience, not sales. How can you help your target audience’s lives?

Land O’Lakes didn’t execute its mission alone. It partnered with over 175 companies to join the cause. What businesses, organizations, and people could help you achieve your audience-focused mission?

The other key to being like Land O’Lakes? Remember, they took over three years to execute it. Create a detailed plan but make sure it’s long-term.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

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Cover image by Joseph Kalinowski/Content Marketing Institute



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The Rise in Retail Media Networks

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A shopping cart holding the Amazon logo to represent the rise in retail media network advertising.

As LL Cool J might say, “Don’t call it a comeback. It’s been here for years.”

Paid advertising is alive and growing faster in different forms than any other marketing method.

Magna, a media research firm, and GroupM, a media agency, wrapped the year with their ad industry predictions – expect big growth for digital advertising in 2024, especially with the pending US presidential political season.

But the bigger, more unexpected news comes from the rise in retail media networks – a relative newcomer in the industry.

Watch CMI’s chief strategy advisor Robert Rose explain how these trends could affect marketers or keep reading for his thoughts:

GroupM expects digital advertising revenue in 2023 to conclude with a 5.8% or $889 billion increase – excluding political advertising. Magna believes ad revenue will tick up 5.5% this year and jump 7.2% in 2024. GroupM and Zenith say 2024 will see a more modest 4.8% growth.

Robert says that the feeling of an ad slump and other predictions of advertising’s demise in the modern economy don’t seem to be coming to pass, as paid advertising not only survived 2023 but will thrive in 2024.

What’s a retail media network?

On to the bigger news – the rise of retail media networks. Retail media networks, the smallest segment in these agencies’ and research firms’ evaluation, will be one of the fastest-growing and truly important digital advertising formats in 2024.

GroupM suggests the $119 billion expected to be spent in the networks this year and should grow by a whopping 8.3% in the coming year.  Magna estimates $124 billion in ad revenue from retail media networks this year.

“Think about this for a moment. Retail media is now almost a quarter of the total spent on search advertising outside of China,” Robert points out.

You’re not alone if you aren’t familiar with retail media networks. A familiar vernacular in the B2C world, especially the consumer-packaged goods industry, retail media networks are an advertising segment you should now pay attention to.

Retail media networks are advertising platforms within the retailer’s network. It’s search advertising on retailers’ online stores. So, for example, if you spend money to advertise against product keywords on Amazon, Walmart, or Instacart, you use a retail media network.

But these ad-buying networks also exist on other digital media properties, from mini-sites to videos to content marketing hubs. They also exist on location through interactive kiosks and in-store screens. New formats are rising every day.

Retail media networks make sense. Retailers take advantage of their knowledge of customers, where and why they shop, and present offers and content relevant to their interests. The retailer uses their content as a media company would, knowing their customers trust them to provide valuable information.

Think about these 2 things in 2024

That brings Robert to two things he wants you to consider for 2024 and beyond. The first is a question: Why should you consider retail media networks for your products or services?   

Advertising works because it connects to the idea of a brand. Retail media networks work deep into the buyer’s journey. They use the consumer’s presence in a store (online or brick-and-mortar) to cross-sell merchandise or become the chosen provider.

For example, Robert might advertise his Content Marketing Strategy book on Amazon’s retail network because he knows his customers seek business books. When they search for “content marketing,” his book would appear first.

However, retail media networks also work well because they create a brand halo effect. Robert might buy an ad for his book in The New York Times and The Wall Street Journal because he knows their readers view those media outlets as reputable sources of information. He gains some trust by connecting his book to their media properties.

Smart marketing teams will recognize the power of the halo effect and create brand-level experiences on retail media networks. They will do so not because they seek an immediate customer but because they can connect their brand content experience to a trusted media network like Amazon, Nordstrom, eBay, etc.

The second thing Robert wants you to think about relates to the B2B opportunity. More retail media network opportunities for B2B brands are coming.

You can already buy into content syndication networks such as Netline, Business2Community, and others. But given the astronomical growth, for example, of Amazon’s B2B marketplace ($35 billion in 2023), Robert expects a similar trend of retail media networks to emerge on these types of platforms.   

“If I were Adobe, Microsoft, Salesforce, HubSpot, or any brand with big content platforms, I’d look to monetize them by selling paid sponsorship of content (as advertising or sponsored content) on them,” Robert says.

As you think about creative ways to use your paid advertising spend, consider the retail media networks in 2024.

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AI driving an exponential increase in marketing technology solutions

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AI driving an exponential increase in marketing technology solutions

The martech landscape is expanding and AI is the prime driving force. That’s the topline news from the “Martech 2024” report released today. And, while that will get the headline, the report contains much more.

Since the release of the most recent Martech Landscape in May 2023, 2,042 new marketing technology tools have surfaced, bringing the total to 13,080 — an 18.5% increase. Of those, 1,498 (73%) were AI-based. 

Screenshot 2023 12 05 110428 800x553

“But where did it land?” said Frans Riemersma of Martech Tribe during a joint video conference call with Scott Brinker of ChiefMartec and HubSpot. “And the usual suspect, of course, is content. But the truth is you can build an empire with all the genAI that has been surfacing — and by an empire, I mean, of course, a business.”

Content tools accounted for 34% of all the new AI tools, far ahead of video, the second-place category, which had only 4.85%. U.S. companies were responsible for 61% of these tools — not surprising given that most of the generative AI dynamos, like OpenAI, are based here. Next up was the U.K. at 5.7%, but third place was a big surprise: Iceland — with a population of 373,000 — launched 4.6% of all AI martech tools. That’s significantly ahead of fourth place India (3.5%), whose population is 1.4 billion and which has a significant tech industry. 

Dig deeper: 3 ways email marketers should actually use AI

The global development of these tools shows the desire for solutions that natively understand the place they are being used. 

“These regional products in their particular country…they’re fantastic,” said Brinker. “They’re loved, and part of it is because they understand the culture, they’ve got the right thing in the language, the support is in that language.”

Now that we’ve looked at the headline stuff, let’s take a deep dive into the fascinating body of the report.

The report: A deeper dive

Marketing technology “is a study in contradictions,” according to Brinker and Riemersma. 

In the new report they embrace these contradictions, telling readers that, while they support “discipline and fiscal responsibility” in martech management, failure to innovate might mean “missing out on opportunities for competitive advantage.” By all means, edit your stack meticulously to ensure it meets business value use cases — but sure, spend 5-10% of your time playing with “cool” new tools that don’t yet have a use case. That seems like a lot of time.

Similarly, while you mustn’t be “carried away” by new technology hype cycles, you mustn’t ignore them either. You need to make “deliberate choices” in the realm of technological change, but be agile about implementing them. Be excited by martech innovation, in other words, but be sensible about it.

The growing landscape

Consolidation for the martech space is not in sight, Brinker and Riemersma say. Despite many mergers and acquisitions, and a steadily increasing number of bankruptcies and dissolutions, the exponentially increasing launch of new start-ups powers continuing growth.

It should be observed, of course, that this is almost entirely a cloud-based, subscription-based commercial space. To launch a martech start-up doesn’t require manufacturing, storage and distribution capabilities, or necessarily a workforce; it just requires uploading an app to the cloud. That is surely one reason new start-ups appear at such a startling rate. 

Dig deeper: AI ad spending has skyrocketed this year

As the authors admit, “(i)f we measure by revenue and/or install base, the graph of all martech companies is a ‘long tail’ distribution.” What’s more, focus on the 200 or so leading companies in the space and consolidation can certainly be seen.

Long-tail tools are certainly not under-utilized, however. Based on a survey of over 1,000 real-world stacks, the report finds long-tail tools constitute about half of the solutions portfolios — a proportion that has remained fairly consistent since 2017. The authors see long-tail adoption where users perceive feature gaps — or subpar feature performance — in their core solutions.

Composability and aggregation

The other two trends covered in detail in the report are composability and aggregation. In brief, a composable view of a martech stack means seeing it as a collection of features and functions rather than a collection of software products. A composable “architecture” is one where apps, workflows, customer experiences, etc., are developed using features of multiple products to serve a specific use case.

Indeed, some martech vendors are now describing their own offerings as composable, meaning that their proprietary features are designed to be used in tandem with third-party solutions that integrate with them. This is an evolution of the core-suite-plus-app-marketplace framework.

That framework is what Brinker and Riemersma refer to as “vertical aggregation.” “Horizontal aggregation,” they write, is “a newer model” where aggregation of software is seen not around certain business functions (marketing, sales, etc.) but around a layer of the tech stack. An obvious example is the data layer, fed from numerous sources and consumed by a range of applications. They correctly observe that this has been an important trend over the past year.

Build it yourself

Finally, and consistent with Brinker’s long-time advocacy for the citizen developer, the report detects a nascent trend towards teams creating their own software — a trend that will doubtless be accelerated by support from AI.

So far, the apps that are being created internally may be no more than “simple workflows and automations.” But come the day that app development is so democratized that it will be available to a wide range of users, the software will be a “reflection of the way they want their company to operate and the experiences they want to deliver to customers. This will be a powerful dimension for competitive advantage.”

Constantine von Hoffman contributed to this report.

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Mastering The Laws of Marketing in Madness

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Mastering The Laws of Marketing in Madness

Mastering The Laws of Marketing in Madness

Navigating through the world of business can be chaotic. At the time of this publication in November 2023, global economic growth is expected to remain weak for an undefined amount of time.

However, certain rules of marketing remain steadfast to guide businesses towards success in any environment. These universal laws are the anchors that keep a business steady, helping it thrive amidst uncertainty and change.

In this guide, we’ll explore three laws that have proven to be the cornerstones of successful marketing. These are practical, tried-and-tested approaches that have empowered businesses to overcome challenges and flourish, regardless of external conditions. By mastering these principles, businesses can turn adversities into opportunities, ensuring growth and resilience in any market landscape. Let’s uncover these essential laws that pave the way to success in the unpredictable world of business marketing. Oh yeah, and don’t forget to integrate these insights into your career. Follow the implementation steps!

Law 1: Success in Marketing is a Marathon, Not a Sprint

Navigating the tumultuous seas of digital marketing necessitates a steadfast ship, fortified by a strategic long-term vision. It’s a marathon, not a sprint.

Take Apple, for instance. The late ’90s saw them on the brink of bankruptcy. Instead of grasping at quick, temporary fixes, Apple anchored themselves in a long-term vision. A vision that didn’t just stop at survival, but aimed for revolutionary contributions, resulting in groundbreaking products like the iPod, iPhone, and iPad.

In a landscape where immediate gains often allure businesses, it’s essential to remember that these are transient. A focus merely on the immediate returns leaves businesses scurrying on a hamster wheel, chasing after fleeting successes, but never really moving forward.

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A long-term vision, however, acts as the north star, guiding businesses through immediate challenges while ensuring sustainable success and consistent growth over time.

Consider This Analogy: 

Building a business is like growing a tree. Initially, it requires nurturing, patience, and consistent care. But with time, the tree grows, becoming strong and robust, offering shade and fruits—transforming the landscape. The same goes for business. A vision, perseverance, and a long-term strategy are the nutrients that allow it to flourish, creating a sustainable presence in the market.

Implementation Steps: 

  • Begin by planning a content calendar focused on delivering consistent value over the next six months. 
  • Ensure regular reviews and necessary adjustments to your long-term goals, keeping pace with evolving market trends and demands. 
  • And don’t forget the foundation—invest in robust systems and ongoing training, laying down strong roots for sustainable success in the ever-changing digital marketing landscape.

Law 2: Survey, Listen, and Serve

Effective marketing hinges on understanding and responding to the customer’s needs and preferences. A robust, customer-centric approach helps in shaping products and services that resonate with the audience, enhancing overall satisfaction and loyalty.

Take Netflix, for instance. Netflix’s evolution from a DVD rental company to a streaming giant is a compelling illustration of a customer-centric approach.

Their transition wasn’t just a technological upgrade; it was a strategic shift informed by attentively listening to customer preferences and viewing habits. Netflix succeeded, while competitors such a Blockbuster haid their blinders on.

Here are some keystone insights when considering how to Survey, Listen, and Serve…

Customer Satisfaction & Loyalty:

Surveying customers is essential for gauging their satisfaction. When customers feel heard and valued, it fosters loyalty, turning one-time buyers into repeat customers. Through customer surveys, businesses can receive direct feedback, helping to identify areas of improvement, enhancing overall customer satisfaction.

Engagement:

Engaging customers through surveys not only garners essential feedback but also makes customers feel valued and involved. It cultivates a relationship where customers feel that their opinions are appreciated and considered, enhancing their connection and engagement with the brand.

Product & Service Enhancement:

Surveys can unveil insightful customer feedback regarding products and services. This information is crucial for making necessary adjustments and innovations, ensuring that offerings remain aligned with customer needs and expectations.

Data Collection:

Surveys are instrumental in collecting demographic information. Understanding the demographic composition of a customer base is crucial for tailoring marketing strategies, ensuring they resonate well with the target audience.

Operational Efficiency:

Customer feedback can also shed light on a company’s operational aspects, such as customer service and website usability. Such insights are invaluable for making necessary enhancements, improving the overall customer experience.

Benchmarking:

Consistent surveying allows for effective benchmarking, enabling businesses to track performance over time, assess the impact of implemented changes, and make data-driven strategic decisions.

Implementation Steps:

  • Regularly incorporate customer feedback mechanisms like surveys and direct interactions to remain attuned to customer needs and preferences.
  • Continuously refine and adjust offerings based on customer feedback, ensuring products and services evolve in alignment with customer expectations.
  • In conclusion, adopting a customer-centric approach, symbolized by surveying, listening, and serving, is indispensable for nurturing customer relationships, driving loyalty, and ensuring sustained business success.

Law 3: Build Trust in Every Interaction

In a world cluttered with countless competitors vying for your prospects attention, standing out is about more than just having a great product or service. It’s about connecting authentically, building relationships rooted in trust and understanding. It’s this foundational trust that transforms casual customers into loyal advocates, ensuring that your business isn’t just seen, but it truly resonates and remains memorable.

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For instance, let’s talk about Oprah! Through vulnerability and honest connections, Oprah Winfrey didn’t just build an audience; she cultivated a community. Sharing, listening, and interacting genuinely, she created a media landscape where trust and respect flourished. Oprah was known to make her audience and even guests cry for the first time live. She had a natural ability to build instant trust.

Here are some keystone insights when considering how to develop and maintain trust…

The Unseen Fast-Track

Trust is an unseen accelerator. It simplifies decisions, clears doubts, and fast-forwards the customer journey, turning curiosity into conviction and interest into investment.

The Emotional Guardrail

Trust is like a safety net or a warm embrace, making customers feel valued, understood, and cared for. It nurtures a positive environment, encouraging customers to return, not out of necessity, but a genuine affinity towards the brand.

Implementation Steps:

  • Real Stories: Share testimonials and experiences, both shiny and shaded, to build credibility and show authenticity.
  • Open Conversation: Encourage and welcome customer feedback and discussions, facilitating a two-way conversation that fosters understanding and improvement.
  • Community Engagement: Actively participate and engage in community or industry events, align your brand with genuine causes and values, promoting real connections and trust.

Navigating through this law involves cultivating a space where authenticity leads, trust blossoms, and genuine relationships flourish, engraving a memorable brand story in the hearts and minds of the customers.

Guarantee Your Success With These Foundational Laws

Navigating through the world of business is a demanding odyssey that calls for more than just adaptability and innovation—it requires a solid foundation built on timeless principles. In our exploration, we have just unraveled three indispensable laws that stand as pillars supporting the edifice of sustained marketing success, enabling businesses to sail confidently through the ever-shifting seas of the marketplace.

Law 1: “Success in Marketing is a Marathon, Not a Sprint,” advocates for the cultivation of a long-term vision. It is about nurturing a resilient mindset focused on enduring success rather than transient achievements. Like a marathon runner who paces themselves for the long haul, businesses must strategize, persevere, and adapt, ensuring sustained growth and innovation. The embodiment of this law is seen in enterprises like Apple, whose evolutionary journey is a testament to the power of persistent vision and continual reinvention.

Law 2: “Survey, Listen, and Serve,” delineates the roadmap to a business model deeply intertwined with customer insights and responsiveness. This law emphasizes the essence of customer-centricity, urging businesses to align their strategies and offerings with the preferences and expectations of their audiences. It’s a call to attentively listen, actively engage, and meticulously tailor offerings to resonate with customer needs, forging paths to enhanced satisfaction and loyalty.

Law 3: “Build Trust in Every Interaction,” underscores the significance of building genuine, trust-laden relationships with customers. It champions the cultivation of a brand personality that resonates with authenticity, fostering connections marked by trust and mutual respect. This law navigates businesses towards establishing themselves as reliable entities that customers can resonate with, rely on, and return to, enriching the customer journey with consistency and sincerity.

These pivotal laws form the cornerstone upon which businesses can build strategies that withstand the tests of market volatility, competition, and evolution. They stand as unwavering beacons guiding enterprises towards avenues marked by not just profitability, but also a legacy of value, integrity, and impactful contributions to the marketplace. Armed with these foundational laws, businesses are empowered to navigate the multifaceted realms of the business landscape with confidence, clarity, and a strategic vision poised for lasting success and remarkable achievements.

Oh yeah! And do you know Newton’s Law?The law of inertia, also known as Newton’s first law of motion, states that an object at rest will stay at rest, and an object in motion will stay in motion… The choice is yours. Take action and integrate these laws. Get in motion!


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