Jeremy Gutsche's innovative marketing speech introduces the concept of '7 words or less.' This concept revolves around the notion that a company should be able to summarize its purpose and mission in seven words or less. He describes it as a powerful tool to use to distinguish your brand from others.
His innovation keynote reveals that consistency can be a company's greatest secret weapon. Consistency in one's '7 words or less' is important because the more a message sticks, the more leverage it will have against competitors. Jeremy references Southwest in his book to demonstrate the influence of this concept.
"Companies like Southwest become successful because of their consistent answer, but most organizations lack a concise articulation of their value proposition, their purpose."
For Southwest Airlines, diligently focusing on its mantra of being the best low-fare airline resulted in it getting ahead -- and staying ahead -- of its competitors. This became the focus of every employee at the company, serving as the guide for every decision and action. Having a clear focus makes it easier for brands to deliver a top-notch product or service.
A company's seven words must stand out and resonate with people for them to choose that brand over others. To learn more about this concept and other breakthrough business strategies, visit the FREE online version of 'Exploiting Chaos' here.
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