It is an open secret that being really different is a key factor in being successful. Why else would companies try to define their key Unique Selling Propositions (USPs) - who basically summarize what makes them different?
Warren Buffet is the richest man in the world because of this.
And today I read on Grenzposten (a German journo / PR / online blog) about the idea that companies should build a fund of communication budget to be spent in time of a crisis or recession. Because that is when you really need to communicate internally and externally. And because in a recession still the main first reaction is to cut comms budgets.
I think this is a great idea. I am also lucky enough to work in a company who has been building a cash reserve which now allows us to grow even in a recession and to open new offices.
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