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

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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

Point of Communication
AEA Now
The View From Washington
International News and Regulatory Updates
Equipped Like New
Member Profile
Measured Growth and AEA Membership
Avionics News Through the Years
Should an iPad be in Your Toolbox?
AEAviators
A Conversation With...
Member Profile
Before & After
Meet the AEA Board of Directors
Seven Habits of Effective Avionics Dealers
Business Basics
Higher Education Leads to Rewarding Career in Avionics
NextGen Plan Highlights General Aviation Role
Legal Ease
AEA Announces Scholarship Winners for 2013-14
AEA Educational Foundation Scholarship List for 2014-15 Academic Year
What's New
Marketplace Classifieds
Avionics News August 2013 - Intro
Avionics News August 2013 - Cover1
Avionics News August 2013 - Cover2
Avionics News August 2013 - 1
Avionics News August 2013 - 2
Avionics News August 2013 - 3
Avionics News August 2013 - Point of Communication
Avionics News August 2013 - 5
Avionics News August 2013 - AEA Now
Avionics News August 2013 - 7
Avionics News August 2013 - 8
Avionics News August 2013 - 9
Avionics News August 2013 - 10
Avionics News August 2013 - 11
Avionics News August 2013 - 12
Avionics News August 2013 - 13
Avionics News August 2013 - The View From Washington
Avionics News August 2013 - 15
Avionics News August 2013 - International News and Regulatory Updates
Avionics News August 2013 - 17
Avionics News August 2013 - 18
Avionics News August 2013 - 19
Avionics News August 2013 - Equipped Like New
Avionics News August 2013 - 21
Avionics News August 2013 - 22
Avionics News August 2013 - 23
Avionics News August 2013 - Member Profile
Avionics News August 2013 - 25
Avionics News August 2013 - 26
Avionics News August 2013 - 27
Avionics News August 2013 - Measured Growth and AEA Membership
Avionics News August 2013 - 29
Avionics News August 2013 - 30
Avionics News August 2013 - 31
Avionics News August 2013 - 32
Avionics News August 2013 - 33
Avionics News August 2013 - Avionics News Through the Years
Avionics News August 2013 - 35
Avionics News August 2013 - Should an iPad be in Your Toolbox?
Avionics News August 2013 - 37
Avionics News August 2013 - 38
Avionics News August 2013 - 39
Avionics News August 2013 - AEAviators
Avionics News August 2013 - 41
Avionics News August 2013 - A Conversation With...
Avionics News August 2013 - 43
Avionics News August 2013 - Member Profile
Avionics News August 2013 - 45
Avionics News August 2013 - 46
Avionics News August 2013 - Before & After
Avionics News August 2013 - Meet the AEA Board of Directors
Avionics News August 2013 - 49
Avionics News August 2013 - 50
Avionics News August 2013 - 51
Avionics News August 2013 - Seven Habits of Effective Avionics Dealers
Avionics News August 2013 - 53
Avionics News August 2013 - 54
Avionics News August 2013 - 55
Avionics News August 2013 - Business Basics
Avionics News August 2013 - 57
Avionics News August 2013 - 58
Avionics News August 2013 - 59
Avionics News August 2013 - Legal Ease
Avionics News August 2013 - 61
Avionics News August 2013 - NextGen Plan Highlights General Aviation Role
Avionics News August 2013 - 63
Avionics News August 2013 - 64
Avionics News August 2013 - 65
Avionics News August 2013 - 66
Avionics News August 2013 - 67
Avionics News August 2013 - AEA Announces Scholarship Winners for 2013-14
Avionics News August 2013 - 69
Avionics News August 2013 - 70
Avionics News August 2013 - 71
Avionics News August 2013 - AEA Educational Foundation Scholarship List for 2014-15 Academic Year
Avionics News August 2013 - 73
Avionics News August 2013 - What's New
Avionics News August 2013 - 75
Avionics News August 2013 - 76
Avionics News August 2013 - 77
Avionics News August 2013 - Marketplace Classifieds
Avionics News August 2013 - 79
Avionics News August 2013 - 80
Avionics News August 2013 - Cover3
Avionics News August 2013 - Cover4
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