What if we incentivized building brand, creating awareness, and developing relationships instead of closing deals?
The relationship that the market has with a brand is arguably everything. It’s what actually sells.
And that brand can be an individual, a team, a company, an ethos, or a legacy of established credibility (think Salesforce or Tim Ferriss).
Here’s the thing––brand trust and relationships can take months or years to develop.
And this is where the gap exists between mindset and incentives.
Trust and relationships are only created as a result of a long-term, value-driven, unattached mindset.
Yet, incentives are based on short-term, transactional, extremely attached goals.
They drive behavior that turns people off and tarnishes brand.
It’s time to reevaluate incentives and finally start encouraging behavior that aligns with market needs.