preaching to the choir

Singing From The Same Hymn Sheet

Gee Ranasinha Business

Many companies fail to align themselves to their own corporate-wide objectives.


Let’s put it another way. Are the processes, tools and technologies that are used throughout your company helping you to reach your business objectives? Are your company departments – sales, marketing, service, support, administration – all working with a common business goal in mind?

If they’re not – as is the case with most organisations – then a large percentage of your staff’s time, effort and money are going towards helping your competitors.

Missing The Point In Your Brand Communications

Organizations spend hours – and dollars – brainstorming Mission Statements, Vision Statements, and brand promises. They spitball ideas to help distill their brand to its most raw and fundamental. They spend fortunes crafting campaigns to spread the word to their audiences.

But in the midst of all this self-congratulatory posturing and idea-chasing, they’ve forgotten their most important audience: the employees.

The result – if you’re lucky – is a bunch of well-meaning individuals doing the best they can. What’s more likely is that you’ve got a bunch of disorganized, frustrated, and demotivated people who feel left out of the process – and the endgame. These are the individuals who are at the coalface, dealing with prospects, existing customers, partners, suppliers. People who can help make – or break – your brand in a heartbeat. And you haven’t even bothered to include them?

They want to be directed. To be inspired, and feel part of a larger goal, cause, and purpose. Instead you think their prime motivation is based on objectives like salary, or how many vacation days they take.

Too many companies think that communication and branding starts with prospects and customers. The truth is that your value statement starts with the first customer awareness touchpoint. That may be a Tweet, Like, or a +1. That may be the tone of voice in the text of your website, the way your receptionist speaks with the delivery driver, or how your Accounts person writes an email.

Everyone in the organization has to be pulling in the same direction. By “everyone” I mean everyone – from the CEO to the janitor, and everyone in between. If just one person isn’t on board, your audience will smell a fake and the business brand promise will be seen as inauthentic. And once you’ve lost it, it’s the devil’s own job to get it back.

Your Customers AND Employees Singing From The Same Hymn Sheet

Without focusing your company around its ‘reason for being’ – its core objectives – you are allowing your competition to deliver to your customers better and faster than you can.

I’m not talking about your sales department, or your sales process, or your reseller channel, or your marketing collateral. I’m not referring to how your accounts department handles cashflow, or how your receptionist answers the telephone.

I’m talking about all of them. And more.

About the Author
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Gee Ranasinha

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After founding a successful media production firm, Gee became worldwide director of marketing for a European software company. As well as CEO of KEXINO he's an author, lecturer, husband, and father; and one hell of a nice bloke. He lives in a world of his own in Strasbourg, France, tolerated by his wife and young son. Find out more about Gee at


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