Business Basics – Again 

Every business starts with the VISION the founders have for what they want their business to be. 

That then needs to be converted into the MISSION for how to achieve that goal i.e. the strategies, which need to be developed into an executable business plan. 

People and organizations with clear visions, missions, and strategies accomplish far more and do it faster than their competitors. When everyone in the organization is motivated by a clear strategic vision you create a powerful mental and emotional synergy to achieve that goal. 

Amazon’s “customer centricity” strategy has allowed it to become the world’s online super store by concentrating on eliminating its customers “pain points” in their shopping experiences. They have “made it easy” to find and buy almost anything that you need with just a click of your mouse or tap on your smart device. 

Apple has achieved the highest brand equity of any company in the world by consistently developing and delivering the coolest devices for making their customers lives easier. They service their devices through “Genius Bars”, “I heads”, and “Tutorials”, at their Apple Stores. 

The goal for any company is to have their customers say “I love it”. “I love my iPhone”. Satisfied customers are your best salesmen. They help you create and grow brand equity. 

In today’s technology driven marketplace every company has to innovate or evaporate! In reality you are in the customer business and as such you need to study your customers changing requirements and delight them with neat solutions to their emerging problems before they know they have them.  

The secret to continued success today is to do everything to make it “easy” to buy your defect free products and “easy” to use them. Marketing is determining what your current and future customers perceive that they really want, need, and can use, and afford – and then help them by creating and structuring your products and services in a way that delights them, and motivates them to embrace your mission as their own. 

The goal of any company is to create an emotional bond with your brand like Apple and Amazon have accomplished.      

 The question is – are you creating and extraordinary customer experience? Is it easy to do business with your company? 

Robert M. Donnelly is an author, educator and brand builder for businesses and individuals. His consultancy business is called His corporate life was spent in executive positions with IBM, Pfizer and EXXON and then as the CEO for several U.S. subsidiaries of foreign multinational firms. Professor Donnelly is on the faculty of Saint Peters University as well as Rushmore University, a global online university. His latest book is Personal Brand Planning for Life, available on Amazon. He also functions as an interim executive. You can contact him at or visit his website at