Avionics News August 2013 - 57

fancy jeans. Burrito-maker Chipotle’s “Food with Integrity”
outlines its commitment to finding the best ingredients from
ethical, sustainable sources to provide superior taste, nutrition and value. Bruce Mau Design’s “Incomplete Manifesto
on Growth” explores its source of innovation, and clothing
manufacturer Holstee’s “Life is Short” manifesto ended up
striking such a chord with customers that the company sold
more than 11,000 posters of its statement in 2011. Zappos
founder Tony Hsieh and Howard Schultz of Starbucks even
turned their company’s manifestos into best-selling business
books.
If there is a marketing reason to put these “pretty thoughts”
to paper, it’s to address those customers who have changed
their purchasing attitudes after the Great Recession. That
change, outlined in Spent Shift by authors John Gerzema and
Michael D’Antonio, results in more “mindful” consumption,
where customers choose businesses that not only meet their
needs but also reflect their values. Standing for something –
whether it’s innovation, quality, service or some other “secret
sauce” – gives customers reason to connect with you, and it

provides your shop a personality to embrace.
The leadership rationale for a manifesto is more enduring.
Your shop’s brand is less what you say in your marketing and
more about how your customers feel after they work with you,
according to Jennifer Rice, a brand strategist. As such, your
manifesto defines your brand’s core intentions and the policies you use to address them. It makes promises to customers,
but more importantly, it offers a framework to employees for
fulfilling them. In this sense, your “pretty thoughts” have real
meaning; they’re a rallying cry to motivate your team because
they’re ideas worth believing.
For you, there’s also value in organizing your thoughts so
you can chart a course for where you’re going. In the short
to midterm, this description will help you stay true to your
cause; plans, strategies and tactics can be weighed against
your vision. And since it’s public, you’re held accountable
for making them match. In the long term, you’ll fortify your
shop’s culture to help you fulfill your prophecy.
Continued on following page

Build a Relationship
Offering customers a cost effective alternative
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+1-800-213-2954
Build a Relationship.indd 1

4/9/13 4:16 PM
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Avionics News August 2013

Table of Contents for the Digital Edition of Avionics News August 2013