The Value of Being Creative
A—Assets and Associations
L—Lens on market, customers, and competition
Here are links to all five articles on the Creative discipline:
#4 Have a clear understanding of how each of your products and services relate to the other and to the company as a whole.”
#11 Have a true, simple and clearly worded statement to describe your unique and proven value to customers.
#18 Create clear and specific messages targeted to each stakeholder (vendor, help employee, shareholder, representative, customer, end user) to help them talk about our company and promote our products and services.
#25 Creative advertising, public relations and promotions speak to the customer in a language they understand. It is engaging, consistent, and clearly communicates the unique value you offer.”
#32 The communication an individual receives from your company is coordinated, specific to customer-type, and relevant to their responsibility and decision-making ability.