Stuart Elliot wrote a great article
about the need to revitalize brands. Seth Godin got it right when he says The way to grow is not to spend more money on advertising, but by inventing things that are remarkable enough to meet unmet consumer desires that people buy because they want to, not because they're being sold to." Godin uses Whole Foods as an example of doing something remarkable. I have to agree. Its great to be remarkable, but what does that actually mean? I live in Boulder, Colorado, ground zero for the natural foods market and home of Whole Foods biggest competitor, Wild Oats. Both of these companies are remarkable because they are relevant and very good at listening to their customers. They have become information companies, defining what is healthy and good for you. It is this deep connection with their customers that makes both companies successful, giving them the ability to make an above average profit.
About Dylan Schleicher
Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.