These three brand lessons from the Olympics are even more surprising

The Olympic games are now over, but the Olympic Spirit still lingers in the atmosphere. Still inspired, I dove even deeper to see what the Olympic Charter had to offer. This is a document similar to a constitution and it describes and defines the Olympic Movement, including its most important principles and values.

I had no doubt that the Olympic Movement is powerful and that it still had lessons to teach brands. Following are extracts from the Charter that stood out and to me and which I think have the power to reinvigorate your brand.

“It (the Olympic Charter) governs the organization, action, and operation of the Olympic Movement and sets forth the conditions for the celebration of the Olympic Games.”

There is a very important significance in wording here. According to the Charter, the Olympic Games are not being “held” nor “made”, but celebrated. This is a crucial distinction which encompasses the Olympic spirit and serves as a vision of how the Olympic Games should be treated as. The Olympic bodies treat the Games as more of a festival than a competition. This can be observed in reality too: from the big and colorful opening and closing ceremonies to the spirit of hope and joy the games bring globally.

This kind of wording is a very good indicator of self-awareness and self-knowledge. Traits which fundamental to any brand. They stem from careful observation of one’s own history and reflect insight of the present day. To possess this ability though, to testify about your organization’s truth takes particular will and effort not everybody is willing to make.

In my experience as a consultant, some brands try to live up to an unrealistic expectation of themselves, especially those tied to megalomanic projections of being “The biggest” and “The greatest”, but they could never escape the perceptions people had of their businesses.

Brands are inevitably tied to perceptions, but more importantly, they are tied to the truth. From a branding perspective, the first step in developing a successful brand is reality itself. It’s much easier for businesses to work with their own truths and build upon their own strengths. The only way to reach that elusive 100th floor is if you start from the ground and up.

A Brand with more than 100 floors can also suffer greatly if they don’t tune in to what their customers and press are saying. Living in the clouds, as attractive it may sound, hasn’t done businesses any good. Any leadership, new or old, experienced or not has to be prepared to look directly into the eyes of truth if they want to ensure their brand’s future.

What are the realities of your business you are not prepared to face? Do you keep finding yourself in a position to constantly disagree with your clients? Has a negative word or sentence been associated with your business? Maybe it’s time to put down those rose-tinted glasses.

The first step 2

“Olympism is a philosophy of life…”

Far from reaching quarterly sales goals, the essence of the Olympic movement is a philosophy. Moreover, it’s a philosophy of life itself. What can be more in touch with reality than this? Businesses also start as an idea, a vision to contribute and change the world in some way. This is very obvious, but some businesses can lose total track of it.

For startups, as we mentioned, it’s easy for them to get carried away with their megalomanic ideas. CEOs face the hurdle of being swept by so many different things at once that they lose track of why they funded the business in the first place. It’s especially hard to maintain a certain philosophy when it comes to high-performing managers who can perceive business principles as “obstacles to success.” Culture in higher management circles can get out of hand so quickly that a life-affirming philosophy which is set out to bring good in the world can easily be transformed into a philosophy of greed and corruption.

These are only one of the few reasons why brands should disseminate and practice their core philosophy every day.  Not only can it prevent morally questionable business decisions, but it can be used proactively too. Whether if it’s hiring the right employee, designing a new product or expanding to a new market. Having a company philosophy signifies that you know who you are and what you are about. This position is a position of stability and strength and it makes the jobs of decision makers much smoother and easier.

What is the basic idea responsible for your business’s existence? What thoughts did your company’s “founding fathers and mothers” have? How can they be reimagined to serve our contemporary circumstances? Going back to your founding roots might uncover some much-needed energy, inspiration, and guidance.

If brands want to continue

“…promoting a peaceful society concerned with the preservation of human dignity.”

It seems very easy for businesses to lose track of how to treat employees and customers with basic dignity. There is something in the way we organize ourselves in a group, whether it’s the “not my responsibility” mindset or the simple fear of admitting your mistakes that brings out the worst in us. If human dignity is nowhere to be mentioned within the company’s culture, the possibilities to do wrong are plenty. Take Volkswagen and the Standing Rock incident for example. One doesn’t have to think twice that human dignity wasn’t on top of people’s minds when these events happened.

On the other hand, our human bodies react positively when we do something that’s good and positive. Research shows that the best thing you can do to boost your general wellbeing and happiness is to volunteer i.e. to do something for somebody else. While a business is a business, it can be most rewarding for employees to witness the positive impact their work has on others. Happier employees make happier customers and happy customers make more purchases. Coca-Cola’s happiness factory might have been on to something after all!

So, what kind of values, culture and policies does your business put in place to make sure every employee, customer and human being are being respected and protected? How would you approach solving conflicts with groups with different values and opinions? Do you measure your business decisions morally and what’s your company’s bottom line: is it money or making lives better?

Not obvious

I am a brand strategist, designer, and content manager. My philosophy is that brands are intrinsically human, and can’t ultimately be treated with classic business and marketing strategies. To have truly successful brands we need to know our human selves and listen to our human hearts.

You can connect with me here:

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5 Olympic Brand Commandments for Today’s Businesses

The Olympics serve as the greatest sports event and as one of the most important conferences in the world at the same time. Over the history, they have been subject to controversy, boycotts and served as squabbling grounds between countries and political blocks. Yet somehow, they managed to survive and not only survive, but thrive. The Olympic institution and brand are stronger today than ever. On the other hand, it’s extremely difficult (impossible even) to single out a company which enjoys a similar amount goodwill today or throughout any point in history for that matter.

In this regard, there is one question worth examining: What are institutions, organizations, and companies but a group of people working united under a common idea? If this were true, then what makes the Olympics brand and ideals so true, grand and worthy of pursuing? On the other hand, what makes companies and organizations struggle, stray away from themselves and even stray from goodness itself?

As any other organization, the Olympic Games have seen their fair share of struggles. First and foremost they exist within the confines of our civilization which is susceptible to misunderstandings, conflicts, and of course war. They survived our two World Wars, all kinds of regimes, terrorist attacks, all sorts of political disputes and boycotts. For example, at the 1980 Moscow games, 62 countries didn’t participate as a result of the Cold War, and this didn’t even put a dent in the Olympic spirit.

The Olympics do not only show extreme resilience in the eyes of serious adversity but as a body, they continuously act accordingly to their established values. South Africa was banned from the Olympic Games from 1964 to 1988, as a part of the sporting boycott during the apartheid era. Saudi Arabia was threatened with a ban in 2012 unless it sends women athletes to compete and this year Russia was banned to participate in the winter games due to a state-run doping program. The International Olympic Committee didn’t ban all the athletes from Russia though. It united them under its flag, as It did for the refugee team in 2016 in Rio. This shows true value-driven integrity: not to discriminate against anyone no matter the circumstances. This value is further strengthened by the existence of the Paralympic Games.

The Olympics are consistent in practicing tolerance and inclusion. Credit Andrej Isakovic/Agence France-Presse — Getty Images

The Olympic Committee is not afraid to make tough decisions and run the risk of being perceived as the “bad guy” in certain countries. The same can’t be readily said for businesses.

Business and states nowadays have almost a symbiotic relationship too. Rightfully so, since it’s in the businesses’ interest to lobby for less regulation, tax, and other breaks. We are well aware that this relationship can get out of hand though. There is daily news of big political corruption scandals involving financial “favors” from a big business. Yet, this is only one sphere where businesses can stray away from the good.

Let’s take Volkswagen as our latest example, which is an appropriate one as well. They are a well-known brand globally and have a long tradition to boot. Although Volkswagen is loved and revered all over the world for their craftsmanship and build quality, recently it was discovered that they cheated their emissions tests on a big scale. More recently even, they were condemned for testing diesel fumes on humans and monkeys!

For me, it is inconceivable that an organization can be true to their values and still manage to act in a vile way. A company that pollutes can’t say they respect women’s rights and if a company has appalling work conditions, it doesn’t get to say they value good design. What’s the use anyway?

We have to keep in mind that the values both organizations and businesses respect are first and foremost human values. As such, they are complementary and interdependent. One can’t choose to have tunnel vision, to respect one and ignore all of the rest.

What gives the Olympics a starting advantage in brand integrity over today’s businesses then? If they were still under Zeus’s patronage, he would have stated something like the following:

1. Know thyself

I remember the shock of discovering that the company I worked for, for my first rebranding project, had no idea who they were and what was their business about. I thought that this would be a no-brainer for bigger companies, but it turned out to be a very big brainer indeed. Luckily dusting off only one core value ( customer service ) was enough to give the company new life and direction. The same goes for any other business whether it’s a startup or 100 years old. They must be aware of who they are and what they are about.

2. Nothing is more important than human decency

These three words are enough to guide you through all of your business decisions, especially the ones which are on the moral fence. Nothing is more important than valuing a person’s wellbeing. But this commandment deserves attention when making simple and apparently harmless decisions too. We often don’t examine our decisions form a broader perspective and we don’t fully consider all of their possible implications.

3. Include, don’t discriminate

It is well known that companies that encourage employee participation in decision-making report having staff who has greater ownership of their workplace and brand. Especially if you include your staff in brand creation, you will get dedicated life-long brand ambassadors which will disseminate your business’s goal, idea, and spirit.  Otherwise, you might end up with uninspired employees which feel left out and forgotten.

4. Have a simple, fair and transparent rulebook

Sports are very simple to follow. That’s one of the reasons why everybody can follow them. By nature, they are open and accessible for everybody. This transparency allows anybody to witness what’s going on on the field or the track. Anybody can be a direct judge and this, in turn, creates the need for fairness.

A business is made of many individuals with varied backgrounds and capabilities. Having simple rules makes the system accessible and understandable for everybody. Fairness and transparency in employee treatment are key for achieving trust, confidence and long-term stability of your business.

5. Be larger than the sum of your parts

The Olympics aren’t organized in a traditional sense. Although they have their Committee and headquarters they appear and disappear into thin air every 4 years. They are more of an idea than a tangible “thing”. Same goes for any business that strives to be written in history and make a difference. Trough your business you realize the idea you have for the world so, to have a chance at greatness, your idea has to be attractive and universal enough to outlast you and your direct successors.

I am a brand strategist, designer, and content manager. My philosophy is that brands are intrinsically human, and can’t ultimately be treated with classic business and marketing strategies. To have truly successful brands we need to know our human selves and listen to our human hearts.

You can connect with me here:

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If you are a startup, chances are your website is a nightmare

Is this you?

In the hurry to launch or because of the lack of resources you decided to pluck “a sure winner” from an endless field of identical website templates. Or maybe you chose to use the Bootstrap or Foundation frameworks: it’s quick and easy! If you are one of the smart ones maybe you hired a designer guru or better yet a rockstar agency. Let me guess… This is the website you ended up with:


Congratulations. You have a website like everybody else!

Besides being damaging to creativity and diversity of visual web culture today, it is even more damaging to your brand and how you differentiate on the global market. It is highly illogical for me to see companies go for identical cookie cutter designs, especially in a time when business owners should recognize the value of branding more than ever before… In an environment where new competition emerges by the thousands every day.

You might think you are using a proven recipe for success, but this “success” comes with a price. At the very least you miss out on the opportunity to make a lasting impression your customers will remember you by, and at the very worst you lack the needed identity to differentiate from the clutter and you never succeed to engage them in the first place.

Templates,  are meant to be modified, adapted and customized, yet we became afraid of them. What was meant to be a flexible guideline, today has turned into a design canon. “But it allows for a consistent user experience on the web. People learned to know what to expect, and that’s good” – someone would say.

Don’t listen to them. Get a good design team on your side and I am certain they will be able to provide you with a user experience which goes beyond what a website is “supposed to feel like”. If you don’t have the resources for a good creative team, make the effort to do the research yourself. You know very well that startups require many sacrifices.

I came across some examples on the web suggesting how to avoid this design trap. They can help, but to me, they don’t address the issue deeply enough. This is where brand discovery comes into play.

It could not only help you break the limits of this website mold, but it can also give you valuable insights which can lead to future exponential success.

Here are 5 ways how brand discovery can help you escape the web design singularity nightmare:

Each of these following questions is designed to inspire insight. First I recommend that you screen them quickly, then come back to the areas where you think there is more to explore.

  1. Identify your industry

    The biggest problem I see in the adoption of the cookie cutter mentality is to use this design template regardless of your industry and the nature of your business.

    Take for example a digital creative agency, a cloud computing service, and a food delivery startup. Do these businesses have the same customers, employees, operations model or business objectives? What makes us think they should they have the exact same website design? What industry are you in? The creative filed? Technology? The internet? What are the current issues your industry is working on and how do you contribute to solving them? What kind of attributes is a company in your field expected to posses? What kind of problems do you solve for your customer? Is your brand image close to your industry’s standards?

  2. Be crystal clear about your position in the market

    Positioning is about differentiating yourself further within your industry. It’s about discovering your startup’s unique place and value.

    How do you compare relative to your competitors and what is your competitive advantage? What value do you offer that can’t be replaced by anybody else?  Do you sell premium products/services or are they easily available for the masses? How would that shape the way you design your website?  Is your offering simple to understand or it is more complex and technical? If it’s simple, then a few lines of text and a call to action is all you need. If it’s complex, you might need diagrams, infographics or demo videos to explain your product or service.

  3. Target your target group

    This is marketing 101, and it’s about understanding who is your website addressing to. Making a significant effort in this area could drastically change your website’s content, and as a result, it will be better received by the people visiting it.

    What do you know about the people you want to attract? Are they mostly male or female, young or old? Are they employees or business owners? What do they expect from a kind of product or a service you offer? What attracts them and what do they usually want to talk about? What do they aspire to achieve? How does your product or service help realize your customer’s dreams? What do you know about their values? A website providing cutting-edge risk management insight for Wall Street VPs should look and sound differently than a business which provides Miami city tours.

  4. Decide what your site is supposed to do

    Think about how you can use your website to elevate your business efforts. Websites have come a long way from simple brochure-like designs with plain info about your business. There are many strategies and web technologies which you can implement to make that much-needed extra sale.

    Think about your marketing strategy. Would your business be better off if you only collected e-mail subscriptions or maybe it would be smarter to streamline it with your social media for a quicker response? Maybe both? Have you considered creating an online platform for users to connect with your brand? Then you should start thinking about designing a user forum and feature user-generated content which your customers are the most passionate about. Maybe you can attract leads by publishing useful articles with a lot of useful information and resources. Then you might be better off if you rearranged the content of your website with the latest articles from your writing team.

  5.  Dive even deeper in your brand

    This simple effort always pays off. No matter how well you’ve worked on your initial branding, it’s always smart to re-visit the process and compare your brand with newly acquired data and experiences.

    For example: How do your strategy statements sound today? Are you satisfied with your brand manifesto? Are you achieving the good in the world you hoped to achieve in the beginning?  How does your site communicate and help achieve your vision? What is your customer’s feedback lately? If you asked them, what would be the one thing that your company consistently provides for them? Service? Speed? Durability? Is your site designed to illustrate and guarantee this promise? Do you communicate with your audience in an authentic voice or does it still sound stiff, generic and devoid of emotion?

Remember, any change in business has to be approached strategically. It’s not wise to be different just to be different.

These questions provide you with a direction which builds upon the already existing strengths of your business and it exploits your natural position on the market. Use them to discover and re-discover what your startup is all about. Recapture the world-changing momentum of your early days to seize the imagination and hearts of your audience. Be and express yourself!

At the end day, what would brands be without emotions anyway?

I am a brand strategist, designer and content manager. My philosophy is that brands are intrinsically human, and can’t ultimately be treated with classic business and marketing strategies. To have a truly successful brand companies have to understand the human brain and listen to the human heart.

Connect with me here:

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Red Bull Stratos – a dive in a brand that propelled a company to the stars!

Once you get the hang of the main idea supporting your brand and if you have the grit to make it happen, as time passes things will have the tendency to move quite easily.

Guided by their simple yet very effective motto: “Red Bull gives you wings” the Red Bull company throughout the years succeeded to narrow down the focus of their marketing activities to a pinpoint. The story of Red Bull was never about the taste, the ingredients or the value of their product. On the contrary, it has always been about enabling people to do and achieve more.

I felt frustrated because I didn’t find out about the Red Bull Stratos project sooner. It is indeed a very ambitious undertaking which: 1. Took serious investment and 2. It took years and years of planing. Once I realized that, these two facts really excited me but not because of their magnitude and complexity. Amid the huge logistics of the project, the company never lost track of their brand and all that it stands for. Being a consumer of their marketing messages throughout the years I’ve come to a conclusion that it is crystal clear to the company what sort of activities they should endorse. It was clear for the company the last 10 years prior to this project and I believe it will remain clear for the next 10 years to come. The endorsement of such an ambitious, mammoth project would be unthinkable without a clear vision and a constant dedication to your brand.

The other thing that fascinates me about this project is that Red Bull as a company actually demonstrated the values by which it expects their target group to live by.

Historically they’ve always sponsored extreme sports and activities: F1 teams, cliff divers, extreme skiers – you name it. But this time they took it up a notch. This time, besides the financial and the reputational risk, Red Bull endorsed a project that put the life of a human being (Felix Baumgartner) on the line. This company is not satisfied with statements… They don’t stop at “Be extreme”. They are willing to walk their own talk. This kind of risky attitude solidifies the Red Bull brand as one of the strongest on the global market and it is one of the rare brands that truly operates by its own values.

To welcome risk is of crucial significance for the progress of corporations, and smaller business too. Projects such as these push the envelope and discover new ground of possibilities and creativity.

One might say that creativity is a result of unusual thinking i.e. to use the cliche: “To think creatively is to think out of the box”, but in this case there is nothing revolutionary in the way of thinking. There is no indication that Red Bull stepped out of their true nature or what they really are. They didn’t have to reinvent themselves nor search for opportunity on the outside. What happened is that they took such a deep dive in their own brand box. They dove so deep that they found something that propelled them to the stars, literally and in terms of media coverage.

From the most inner depths of their brand to the stars on the sky, this event left a such blazing trail which surely will continue to shine in the media and in our own collective memories in the times that come.

За водството и современиот начин на управување со бизнисите

Точните финансиски проекции,  совршена организациска структура и зацементираните оперативни процеси за денешните сериозни бизниси треба да претставуват А, Б и В во нивното работење.  Еден зрел бизнис по правило не треба да пати од лошо поставени или превидени работи во сопствениот ПРОЦЕС. ПРОЦЕСОТ го идентификувам како логичен, стуктуиран и добро поставен систем  кој се почитува и практикува при секоја операција во компанијата, и тоа од  донесувањето на сериозни одлуки од страна на раководството се до утринскиот поздрав на вработениот упатен кон својот муштерија. ПРОЦЕСОТ е системот според кој работите се одвиваат во една компанија.

ПРОЦЕСОТ може да биде многу ригорозен. Ова е последица на неизбежност бидејќи бизнисите имаат реална потреба од него. Еден мал превид и непочитување на ПРОЦЕСОТ  за еден ден компанијата може да ја чини голема загуба и таа загуба може да има сериозни последици:  доцнење на платите за вработените, намалена ликвидност и негативен имиџ кај соработниците,  одложена реализација на планирана инвестиција со што се губи потенцијалниот пазар итн… За серии во непочитување на ПРОЦЕСОТ современиот и сериозен бизнис не смее ни да помисли затоа што тоа би значело стечај, отпуштања и пропаст на трудот што го вложувале работниците низ годините. ДА! ПРОЦЕСОТ може и треба да биде ригорозен.

nasa fallen sattelite
Паднат сателит на NASA затоа што некој не евидентирал дека се извадени штрафовите од количката за пренесување

За жал, скоро секој лек има и свои несакани дејства па така ригорозноста и нефлексибилноста на ПРОЦЕСОТ резултираат со следните симптоми кои највеќе се манифестираат врз работата кај вработените:

  • стрес на работното место
  • ригидност во извршување на обврските
  • инхибиција на креативноста
  • спречување на проактивноста
  • ограничена способност за решавање на секојдневните проблеми
  • отуѓеност во односот со потрошувачите

Ригидноста на ПРОЦЕСОТ на крај резултира со застој во развојот на бизнисот затоа што вработените не генерираат нови идеи кои се потребни за опстанокот на претпријатието на вискоконкурентниот пазар и адаптација при смена на навиките на потрошувачите.

Пради ова современите бизнис мислители веќе подолго време презентираат идеи за поинакви ПРОЦЕСИ кои не само што ги анулираат овие негативни последици туку самата нивна апликација се покажала како метод кој носи подобри финансиски резултати. Како што кажува и самиот наслов на прекрасното видео од почетокот на оваа статија, овој модел на управување (не е веќе ПРОЦЕС) тргнува од внатрешноста на компанијата (раководството)  и преку вработените се проектира во околината т.е. кај потрошувачите. (inside-out) Овој метод е многу поразличен од традиционалниот outside-in метод кој ги следи секојдневните состојби на бизнисот, пазарот и потрошувачите и врз основа на тие податоци раководството, ќе си земам за слобода да кажам, ситуационо ги носи своите одлуки.

Моделот за водството од внатре кон надвор ја претставува парадигмата за автономија и сопствен идентитет на претпријатието. Ова размислување ги зема сите карактеристични поединости на претпријатието и заедно со комбинацијата од неговата историја и проекциите за неговата иднина создава ВИЗИЈА на компанијата која се преточува во ВРЕДНОСТИ со кои во идеални услови е запознаен секој вработен во претпријатието.

За современите бизниси овој модел се покажа како златно јајце. Со негова помош тие полесно остануваат во сеќавањата на своите потрошувачи и тоа го постигнуваат преку пружање на што покарактеристично и поуникатно искуство. За претпријатијата што го користат овој модел клучните зборови се: уникатно, оригинално, свое, карактер, искуство и историја. Ова значајно ги поместува работите во начинот на кои се донесуваат одлуките. Раководствата конечно имат компас кој цело време кажува кон вистинската одлука и тој не се базира врз 12 spreadsheets во Excell туку може гордо да стои во самата канцеларија врамен во формат од еден А4 лист. Овој А4 лист може без проблем да стои и во секоја друга просторија во компанијата и може да го гледа секој вработен. Тоа е и препорачано кога се мигрира кон овој начин на размислување.

Начинот на размислување е и најзначајната промена што се случува е при миграцја од еден во друг модел. Вработените мигрираат од логичен, структуиран, ригиден и крут модел на бројки и правила кон друг модел кој е текстуален, слободен, флексибилен и интуитивен. Тој може да земе и форма на поезија како што е случајот со примерот во видеото погоре. Тој ја разгорува имагинацијата кај вработените, желбата за истражување и обавување на одговорностите на поинаков начин кој е неизбежн0 автентичен.

Но, како овој модел го решава проблемот на креативноста во современите претпријатија?

Да се каже дека интуитивниот метод аплициран во неговиот екстрем во сценарио каде на секој вработен му се приложени визијата и вредностите на компанијата и понатаму тој е слободен да ги извршува своите обврски во рок и на начин како што самиот знае, би било целосно погрешно. „Водството од внатре“ може да успее само доколку во компанијата е веќе имплементиран добро познатиот ПРОЦЕС се со цел да се воспостави основниот начин на работење и да превенираат можните грешки при извршување на обврските. „Водството од внатре“ претставува само чекор напред во современата мисла за раководење со бизнисите додека креативноста се раѓа помеѓу природната спротиставеност на двата презентирани модела. Едниот е логичен и крут а другиот е флексибилен и интуитивен.  Оваа спротиставеност ме потсетува на самата поделба во човековиот мозок. Левата хемисфера е одговорна за прецизноста и техничките работи а десната страна е одговорна за интуицијата и предвидувањата. Според последните истражувања креативноста во мозокот се раѓа во силните врски помеѓу двете хемисфери така што креативноста во компаниите се овозможува преку практикување на овие два модела, но никако самостојно. Овој спој е веќе докажан и функционира во успешните светски компании кои истовремено се пазарно успешни но, кои истовремено со себе носат голема традиција и визија за себеси.

Така се раѓа и моделот за современиот работник. Додека кај едниот модел се раѓаат менаџери способни да ги намалат трошоците и да осигураат прецизно извршување на задачите, во другиот се раѓаат водачи (лидери) со јасна визија за иднината кои можат да ја инспирираат околината да се помести од своето status quo за да стане нешто повеќе. Современиот работник тогаш би бил инспиративен водач со јасна визија кој ќе осигура дека промената ќе се одвива во предвидениот рок, во рамки на предвидените средства со алокација и организација на вистинските луѓе за таа работа. Притоа, тој е растеретен од креативниот блок кој доаѓа природно со превземената одговорност. Дури да се најде во тешка и неповолна положба, визијата во работењето нему му овозможува полесно да се снајде или полесно да се опорави од евентуалниот неуспех.

Ако ПРОЦЕСОТ претставува А, Б и В за компаниите, „Водството од внатре“ претставува Г, Д, Ѓ и Е. Кои букви ќе ни ги донесе иднината останува да видиме. Можноста за поетизација на компаниските вредности е одличен пример за уште еден чекор понапред во мислата за управување со бизнисите.  Имав среќа што денес ја проследив оваа информација и затоа сакам да и се заблагодарам на Бистра Кумбароска (автор на видео клипот од почетокот) којa  ме инспирираше да ја напишам оваа статија.