A world in repair craves strong brands. They are the lifeblood of our economies. They ensure that employees are paid and that families can keep taking care of themselves.
The economic recession is forcing many companies to reinvent themselves - or at the very least to rethink their strategy. This does not have to be a painful process. Even today there are opportunities to get through the crisis unharmed.
Here’s our key advice to corporations - focus on your core competence. Tip: it’s neither your core business, nor your best-selling product. It is your gift, the one thing you excel at as a company. The core competence of Apple is not to build computers, but to make technology user friendly.
Finding your core competence is not a conservative thing to do. In fact, it is an opportunity for innovation. Only companies who truly know themselves can go forth and pioneer new markets.