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People are our most important asset

Rather too long ago, when I was studying for my MBA, a much-respected Professor raised the often-used phrase in Company Mission Statements that employees are key assets. His course was about recognising that the majority of business activity was routine and how the efficient company analyses and automates them. He was scathing that so many companies who trumpeted the “people are first” statement steadily released staff whenever their automation allowed it.

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Education is not preparation for life – it is life

I recently read Dr. Tara Westover’s book Educated. Having often travelled to the Outdoor Retailer Show in Salt Lake City and regularly incorporated it in a longer trip which allowed me to see more of the local area, I was interested to learn about life growing up in rural Idaho and Utah. In one of many interviews she has done since publication, she said that she thought it was wrong to say that education is only to prepare us for life - it was life.

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Repositioning the ‘brand’ leather

A few weeks ago, I spent most of the day teaching an Executive MBA Class on brand authenticity and repositioning. To get on this course, the students combine academic qualifications with considerable business experience. These are senior staff, full of ideas, and quick to spot weaknesses. With many of them working for major companies, the mostly already realised that the brand is a vital asset. For many the importance of getting the positioning correct, and understanding why, is well understood and any organisation that plays games with authenticity risk a rapid decline. 

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Leather is a complex brand

I spent most of the day yesterday working with an Executive MBA Class on brand authenticity and repositioning. To be in the course, the students combine academic requirements with considerable business experience. They are mostly quite senior people, so everything gets critically evaluated.

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A marketing giant without realising it

Today you can buy a leather version of a 1972 Nike Classic that changed the running shoe market. The red leather Cortez. It's existence is like a three dimensional history of the past 50 years in our industry.

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