Minimum Viable Personality (2011)
What are we doing to ourselves?If you were in the market for a new pair of shoes, what would be the sensible thing to do to get the best pair? Would you look at the glitzy ads, or would you try to choose something that is durable and comfortable for its price? Would you compare celebrity endorsements or spec sheets?There's no one in their right mind who would say the right way to buy a computer is to look at advertisements. The right thing to do is compare specs and functionality.This is good advice for how to make money. But bear in mind that, if you try to build a personality for your company, you are choosing something for your customers that you would never choose for yourself.