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When I first became acquainted to The Banana Republic it was via their catalog in 1982. The Banana Republic had only been in business for about four years at that time. I was living in Toledo Ohio and they had yet to build a store in the area. Mel and Pat Ziegler had crafted a catalog that read like a travel diary. Having both worked in newspapers they knew the importance of telling a good story. As the Zieglers wrote in their book Wild Company, “we were looking for a third world adventure theme with vintage army surplus clothing which represented character, charisma, and class. “ They had a vision for the company that would convey adventure, heritage, and independence. At that time the theme was about military surplus clothing suitable to politically unstable tropical countries, i.e. Banana Republics. I was hooked. I can remember how I would read and re-read their catalog like a novel by a favorite author. They had me. The emotional connection was made. Thirty years on, I can no longer relate to The Banana Republic, but there was a time when their clothing fit my style. I am sure that you can think of one or more similar stories about your favorite brand.
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Each of us is on our own adventure in life. Starting a new business or changing jobs ranks right up there. Sharing your vision in a way that will make an emotional connection with customers and potential employers is still a wise strategy. Clue them into your journey and make them a part of your adventure. Share your passion for what you do. Make them believe that they can count on you when times are tough. Demonstrate by example how you have built trust on other assignments. Above all, when the deal is done, ensure that you follow through on the commitment you made. Deliver on the promise to ensure the bond is solid.
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Jim Weber, President
www.newcenturydynamics.com