Craft a Cultural-Identity Message That Employees Will Want to Repeat

My new article for entrepreneur.com on creating a strong company identity message is out now!

A company’s identity message is not a phrase taken from its mission statement or even the tagline we hear in its advertising.

A company’s identity message is the motivating core value that lives in the hearts and minds of a company’s employees. A well-instituted identity message flows off the lips of all the employees within an organization, not just the salespeople.

You can read the entire article here.