Why Organization's Fail

Organization failure begins at the top. Rotary did not stop growing because people were not interested in joining local Rotary clubs. The number of people joining Rotary clubs proves that. It stopped growing because its leaders assumed it was in the business of supplying humanitarian services rather than in the business of creating Rotarians; they were product oriented instead of member oriented.

Red Text Note

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Saturday, February 19, 2011

Danger of Misalignment


The Anarchy of Misaligned Core Essences, Brand Promises, and Target Audiences

Brand alignment is more than designing and synchronizing the Rotary logos, annual themes, mottos, and creeds. Brand alignment means harmonizing the organization’s core essence with its brand promise (the thoughts, feelings, and images the organization’s brand delivers to its target audience.) This alignment is vital in ALL interconnecting relationships, but especially when interconnecting with target audiences - those who fund the organization’s operations.