There are some companies that seem so great to the outsiders, companies like Google and Apple.
They are the cream of the crop of companies that can be built.
But many of small businesses would mostly fall into what I think are “mediocre companies”.
It’s not difficult to spot mediocre companies, partly because there’re so many of them, partly b/c it’s really easy to identify them.
Here are a few signs:
- Staff in those companies consider their job a job. They go to work to get a few things done (if at all) and they wish they could go home as soon as they can. They don’t know what to do or why they have to do it. Consequently, they don’t have motivations to try new things or take on new initiatives.
- Staff don’t know where the companies would go or why the company should exist at all. This is probably due to weak leadership in those companies.
Those companies are what I would say, for lack of a better word, “zombie companies”.
These companies don’t exude energy or attraction. And as a customer, it’s hard to become a loyal customer to those companies.
These companies just lack something vital, something that gently suggests to their customers that the staff care about them, that the company cares about creating a positive value for their them, not just trying to sell them their products.
To myself: Don’t build such a zombie company!
To entrepreneurs, don’t build such a zombie company!
Companies need life because customers want to feel and breathe life. And with life comes a path to customers’ hearts.