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Stay ahead in business: strategies and insights for success

<p>What is innovation in business, exactly? In short, business innovation extends far beyond developing new products. It encompasses reimagining processes, transforming customer experiences and creating entirely new markets. Companies that fail to innovate risk losing business and becoming obsolete. Those that embrace creative problem-solving position themselves to capture emerging opportunities. They also build lasting competitive advantages.&nbsp;</p>



<p>Today's competitive landscape relies heavily on innovation. Business leaders from all types of industries must constantly look for new ways to innovate as societal priorities shift.</p>



<p>Here you’ll learn more about what innovation means in business, different types of innovation and real-world examples. In addition, gain actionable strategies for integrating innovation at your company.</p>



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<p><strong>Related:</strong> <em><a href="https://successcom.wpenginepowered.com/10-inspiring-quotes-on-innovation/">45 Inspiring Quotes on Innovation</a></em></p>



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<h1 class="wp-block-heading" id="h-what-is-innovation-in-business">What Is Innovation in Business?</h1>



<p><a href="https://successcom.wpenginepowered.com/10-things-effective-leaders-do-to-encourage-innovation/">Innovation in business</a> involves creating value. This is through novel solutions that address problems or meet evolving customer needs.&nbsp;</p>



<h3 class="wp-block-heading" id="h-innovation-in-business-defined">Innovation in Business Defined</h3>



<p>Unlike simple improvements or efficiency gains that optimize existing processes, innovation is different. It involves developing something new. It may mean entirely new products, services, business models or approaches that are both creative and useful.&nbsp;</p>



<p>While creativity generates unique ideas, innovation takes it one step further. It transforms those ideas into viable solutions that drive business growth. This also delivers meaningful value to customers and stakeholders.&nbsp;</p>



<h3 class="wp-block-heading" id="h-innovation-vs-improvement">Innovation vs. Improvement</h3>



<p>The key distinction between innovation and mere improvement lies in the scope and nature of change. Innovation includes several key attributes. Innovation encompasses the ability to conceive, develop, deliver and scale new products, services, processes and business models for customers.&nbsp;</p>



<p>It involves the complete process of taking an idea from inception to impact. It ensures that creative concepts are transformed into practical solutions. Additionally, innovation requires knowing when and how to apply methods. Innovation at the right time allows new ideas to grow and flourish within an organization.&nbsp;</p>



<h3 class="wp-block-heading" id="h-innovation-involves-action">Innovation Involves Action</h3>



<p>Most importantly, innovation means taking forward action. It means working to develop growth opportunities rather than maintaining the status quo. This distinguishes it from simple operational improvements. Innovation, in contrast, can fundamentally change how business is conducted.&nbsp;</p>



<p>Being innovative requires creativity and productivity. This means you might need to recharge and clear your mind if you feel overwhelmed or scattered.&nbsp;</p>



<p>Function at your optimum by incorporating mindfulness throughout your workday. Check out our <a href="https://offer.success.com/ebook/mindfulness-matters/">free mindfulness e-book</a> to help get started.&nbsp;</p>



<h2 class="wp-block-heading" id="h-why-is-innovation-important-for-business-success-nbsp">Why Is Innovation Important for Business Success?&nbsp;</h2>



<p>Innovative business ideas help businesses succeed. This is because innovation <a href="https://successcom.wpenginepowered.com/5-tips-to-inspire-an-innovative-mindset/">enables them to adapt, compete and thrive</a> in today's rapidly changing marketplace. It also drives growth by:</p>



<ul class="wp-block-list">
<li>Helping companies identify new opportunities</li>



<li>Diversify revenue streams</li>



<li>Expanding into new markets</li>
</ul>



<p>Research from McKinsey &amp; Company shows that businesses proficient at innovation achieve economic profits 2.4 times higher than their competitors. In fact, the research suggests that 70% of top companies use innovation to create or expand their markets.&nbsp;&nbsp;&nbsp;</p>



<p>Beyond competitive advantage, innovation delivers multiple operational and strategic benefits. These directly impact business success. Innovation allows businesses to stay ahead of unforeseen challenges. This might include natural disasters or economic uncertainty. Companies can foster adaptability rather than sticking to stale practices that no longer work.&nbsp;</p>



<p>Innovation also helps companies meet evolving customer demands. It helps increase efficiency and productivity through improved processes and technology adoption. In addition, it can assist in attracting top talent by creating engaging work environments.&nbsp;</p>



<p>Innovation also distinguishes businesses from competitors in saturated markets. This helps to build customer trust and brand recognition. Ultimately, innovation enables businesses to achieve. They can fulfill their goal of delivering value to customers through original products or services that meet their needs.&nbsp;&nbsp;</p>



<h2 class="wp-block-heading" id="h-types-of-innovation-in-business">Types of Innovation in Business</h2>



<p>The concept of innovation might sound broad, so it’s helpful to break it down into<strong> </strong>four majormain types of innovation for business: <strong>product innovation, process innovation, business model innovation and marketing innovation.&nbsp;</strong></p>



<h3 class="wp-block-heading" id="h-product-innovation">Product Innovation</h3>



<p>This is the type of innovation that often comes to mind first. Product innovation entails developing or improving specific products to address customer needs. It is often done to make customers' lives easier. It could range from adding a new feature to an existing product to creating a completely new product altogether.&nbsp;</p>



<p>Product innovation begins with extensive research. It ends up benefiting both the business and the consumer. When a product is a hit, the company enjoys increased sales and revenue. Consumers, meanwhile, benefit from the new or updated product. Both Tesla’s electric vehicles and charging stations and Apple’s iPhone are top examples of product innovation.&nbsp;</p>



<h3 class="wp-block-heading" id="h-process-innovation">Process Innovation</h3>



<p>What is innovation in business when it comes to process? This type of innovation focuses on improving the processes a business uses. This might involve creating, delivering and supporting a product or service. By tweaking existing business processes, a business can increase efficiency and save money. This might include supply chain logistics, manufacturing, sales, customer acquisition and employee management.&nbsp;</p>



<p>One of the most notable process innovations, according to Stanford University, is Henry Ford’s invention of the assembly line. This reduced the amount of labor and time required to build vehicles.&nbsp;</p>



<h3 class="wp-block-heading" id="h-business-model-innovation">Business Model Innovation</h3>



<p>Business model innovation focuses on the way a product is sold and how it adds value. It is a broader and more complex concept than product or process innovation. New or improved business models can have many benefits. For example, they can offer better revenue streams, cost structures or customer experiences.&nbsp;</p>



<p>Business model innovation requires corporate leaders to experiment, take risks and try different ideas. This can ultimately help their company stand out in the marketplace. A perfect example is Amazon’s ability to transform the global retail space by quickly delivering numerous types of products.&nbsp;&nbsp;&nbsp;</p>



<h3 class="wp-block-heading" id="h-marketing-innovation">Marketing Innovation</h3>



<p>Finally, marketing innovation is another type of business innovation. It includes the development and implementation of new marketing strategies, techniques and tools. These are designed to help businesses better promote and sell their products or services.&nbsp;</p>



<p>Innovation in this case involves the use of new technologies and data analysis. It can also involve customer insights. This, in turn, can help to create more effective marketing campaigns and customer experiences. The goals are:</p>



<ul class="wp-block-list">
<li>To differentiate a company’s offerings from its competitors</li>



<li>Boost its brand awareness and customer engagement</li>



<li>Drive sales and revenue growth</li>
</ul>



<p>Examples include using social media platforms, personalized advertising and influencer marketing.</p>



<h2 class="wp-block-heading" id="h-examples-of-business-innovation-in-action-nbsp">Examples of Business Innovation in Action&nbsp;</h2>



<p>What is innovation in business when it goes beyond hypotheticals? Let’s take a look at real-life scenarios. Here are some examples of companies that have demonstrated <a href="https://successcom.wpenginepowered.com/8-new-rules-of-innovative-leadership/">innovation leadership</a>.&nbsp;&nbsp;&nbsp;</p>



<ul class="wp-block-list">
<li><strong>Netflix:</strong><strong> </strong>Formerly a DVD rental service, Netflix ultimately developed the now ever-popular online streaming service. This innovation was a new way to connect customers with entertainment. It changed entertainment by moving beyond the brick-and-mortar approach.&nbsp;</li>



<li><strong>Salesforce:</strong> Salesforce was formerly an internet CRM service that eventually developed a cloud-based system that could operate at a minimal cost for businesses of all sizes and budgets.&nbsp;</li>



<li><strong>WhatsApp:</strong> When expensive SMS services were a primary option for communicating electronically, WhatsApp innovated. They developed a game-changing secure messaging platform. It was easy enough for anyone who has a smartphone and an internet connection to use.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;</li>
</ul>



<h2 class="wp-block-heading" id="h-innovative-business-ideas-to-inspire-growth">Innovative Business Ideas to Inspire Growth</h2>



<p>The potential for innovation is everywhere you look. Here are a few practical, forward-thinking business ideas, according to the U.S. Chamber of Commerce. They may help get your creative juices flowing.</p>



<p>Keep in mind that the most successful business ideas carefully consider several aspects. These include market demand, scalability, profit potential and how hard it is to enter the market. They also consider environmental sustainability and flexibility. Finally, they consider if they are offering something unique or better than what is already available.</p>



<ul class="wp-block-list">
<li><strong>Sustainable landscaping and lawn care:</strong> Climate-conscious consumers and municipalities are the audience here. Many are looking to switch from gas-powered lawn care to cleaner options. Thus, there is a greater demand for eco-friendly landscaping services. These might use electric or battery-powered equipment and organic fertilizers.&nbsp;</li>



<li><strong>Women-focused wellness products:</strong> Aging women are seeking more effective midlife health solutions. The femtech industry has exploded in growth, increasing from $40.2 billion in 2020 to an expected<a href="https://www.sproutworth.com/femtech-startups/#:~:text=In%20terms%20of%20business%2C%20the,embrace%20women-centric%20health%20solutions."> $75 billion</a> by the end of this year. This shows the growing importance of women-focused products for many health and wellness sectors.</li>



<li><strong>Senior move management and downsizing services: </strong>Countless baby boomers are downsizing after their retirement. A business might specialize in senior move management. It might help older adults sort, pack and donate items to downsize. Or, a service could help them settle into a new space and offer support during this life transition.</li>
</ul>



<h2 class="wp-block-heading" id="h-how-to-foster-innovation-in-your-business">How to Foster Innovation in Your Business</h2>



<p>To start building a <a href="https://successcom.wpenginepowered.com/john-c-maxwell-how-to-create-a-culture-of-innovation/">culture of innovation</a> at your company, consider the following tips.<strong>&nbsp;</strong></p>



<ul class="wp-block-list">
<li>Invite employees to share ideas, even if that means they are experimenting and taking risks.</li>



<li>Understand what customers want and need. You can do this by soliciting regular feedback. Consider doing surveys, conducting market research and engaging with customers online and in person.</li>



<li>Invest in innovation by allocating time and resources for research and brainstorming sessions.</li>



<li>Embrace growth by providing and supporting opportunities for employees to learn new skills. This might include training programs, workshops and industry conferences.</li>



<li>Provide technology and other tools to support staff in innovation.</li>



<li>Bring in expert speakers from other organizations. This can offer fresh perspectives and the possibility of joint ventures.</li>



<li>Reward and recognize innovative approaches, whether that be a promotion or a fun prize like a gift card.&nbsp;&nbsp;</li>
</ul>



<h2 class="wp-block-heading" id="h-what-is-innovation-in-business-a-powerful-way-to-move-forward-and-grow">What Is Innovation in Business? A Powerful Way to Move Forward and Grow</h2>



<p>Innovation can take on many different forms. In business, it can encompass products, processes, marketing, business models and more. It can impact specific areas and set the stage for future growth. Like lifelong learning, continual innovation can help businesses gain a competitive edge. It can help them to be more effective and lead to tremendous success.&nbsp;Looking for more ways to innovate in business? Join <a href="https://labs.success.com">SUCCESS Labs</a> to connect with others, go after your goals and innovate in your business.</p>



<p class="has-small-font-size"><em>Photo by puhhha/Shutterstock</em></p>



<p></p>

Sandi Schwartz

Learn about innovation in business and its importance in developing solutions that meet changing customer needs.

What is innovation in business? Get the answer, plus expert insight and real-world examples, right here. | SUCCESS

What is Innovation in Business? Types, Tips and Ideas

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What is Innovation in Business? | SUCCESS

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Charity De Souza

female agent working in a call centre with good customer service

<p>Recently, Jasmine Charbonier, a pet owner in Tampa, Florida, lost her elderly cat. She tried to return an unopened bag of prescription food. But the food company, Chewy, said no—instead, they told her to donate it to a shelter and gave her the refund anyway, but didn’t stop there. “They sent me a beautiful hand-painted portrait of my cat based on a photo from my account, along with a heartfelt sympathy card. I literally burst into tears,” she says.</p>



<p>New Jersey pet owner Michele C. Hollow got a call from the company when she ordered half of her usual cat food order. One of her cats had passed away. After finding this out, the rep sent flowers the next day with multiple signatures from Chewy staff.</p>







<p>Chewy’s gestures above aren’t random or isolated incidents. Instead, they’re part of a cohesive and intentional strategy. “If you're building for the long term, investing in customer experience isn't optional—it's essential,” says Diane Pelkey, head of communications at Chewy. “Customers remember how you made them feel. That <a href="https://successcom.wpenginepowered.com/customer-love-how-to-take-your-business-from-good-to-great/">emotional connection</a> drives their loyalty and defines your brand.”&nbsp;</p>



<p>Her company’s philosophy is backed by research. A <a href="https://khoros.com/blog/must-know-customer-service-statistics" target="_blank" rel="noreferrer noopener">2024 survey</a> from customer engagement experts Khoros found that 83% of consumers said that good customer service had the most important impact on their decision to buy. The survey also found that 86% of consumers became long-term buyers after a <a href="https://successcom.wpenginepowered.com/what-makes-good-customer-service/">good customer service</a> experience.</p>



<p>Here’s what top-notch customer service teams know about building loyalty that also improves the bottom line.</p>



<h2 class="wp-block-heading" id="h-1-a-complaint-is-an-opportunity-nbsp">1. A complaint is an opportunity&nbsp;</h2>



<p>A <a href="https://www.coveo.com/en/pdf?file=/-/media/library/files/reports/customer-service-relevance-report-2023/csr_2023.pdf" target="_blank" rel="noreferrer noopener">2023 report</a> from Coveo, an AI search platform, found that only 56% of 4,000 consumers surveyed actually complained when they experienced poor service. The rest of respondents reported “ghosting” the company and using a competitor instead. Respondents shared it only took two negative customer service experiences to have them abandon a company.</p>



<p>When they do give negative feedback, that’s an opportunity, according to Lacy Eyre, director of client success at Aventus in Charleston, South Carolina. “A well-handled setback can turn a one-time buyer into a long-term brand advocate,” she explains. “Imagine this: A customer contacts your service team upset about a delayed order. The rep listens, empathizes, offers a quick solution and maybe even throws in a personal touch. Suddenly, that customer feels valued, seen and understood. This isn’t just a resolution; it’s an opportunity to wow them and turn a negative experience into a comeback.”</p>



<h2 class="wp-block-heading" id="h-2-pay-attention-to-your-customer-service-team-nbsp">2. Pay attention to your customer service team&nbsp;</h2>



<p>“If you want to know what's working and what's not, look no further than your customer service team. They are the first line of defense when things go right or wrong, the frontline warriors who can take your brand’s reputation to soaring heights or drive it into the ground,” Eyre says.</p>



<p>“Every complaint, every suggestion is an opportunity to evolve. If you ignore this invaluable feedback, you're essentially putting your business on autopilot. But when you embrace it, you're setting yourself up for sustained growth and innovation,” she says.</p>



<h2 class="wp-block-heading" id="h-3-fun-social-media-can-make-people-loyal">3. Fun social media can make people loyal</h2>



<p>Customer service isn’t all doom, gloom and aggravated customers. Meg St-Esprit, a Pittsburgh-based mom of four, found out McDonald’s is on its social media game, and was impressed by the brand’s <a href="https://successcom.wpenginepowered.com/how-to-improve-customer-service-7-ways-to-take-your-mission-beyond-words/">customer engagement practices</a>. After a representative from the fast food chain saw a tweet of hers, the brand reached out to send her kids McDonald’s swag.&nbsp;</p>



<p>“When this box showed up, they were just bowled over. The box had all sorts of fun red and yellow paper confetti in it, a hoodie for each of them and some gift cards for us to get dinner that night,” she says. “I think they felt like YouTube stars with some type of brand partnership or something—for weeks they chose to wear their hoodies in unison like a little roving marketing team.”&nbsp;</p>



<p>“Even given my previously positive opinion of the company, it certainly elevated my opinion of their team,” St-Esprit says. “They're also clearly out there, on social media, connecting with customers. That tells me they are tuned in to what's going on.”</p>



<p>Similarly, interactive calendar company Skylight shared that one <a href="https://www.tiktok.com/@onedaemoore/video/7389744034647903531" target="_blank" rel="noreferrer noopener">TikToker</a> went viral after she accidentally received three extra Skylight calendars in her shipment. According to Skylight’s PR team, the client returned them, “restoring everyone’s faith in humanity.”&nbsp;</p>



<p>Skylight President Aviv Gilboa responded immediately and offered to send calendars to three of the client’s loved ones, hand-delivered her a new unopened calendar she was on the waitlist for and gifted her a free Skylight Plus lifetime subscription to thank her for her integrity.&nbsp;</p>



<h2 class="wp-block-heading" id="h-4-show-customers-your-sense-of-humor-nbsp">4. Show customers your sense of humor&nbsp;</h2>



<p>If you find yourself on hold at ItsEasy Passport &amp; Visa Services, you’re in for a whole experience. Narrated by founder David Alwadish, the hold message features customer stories and educational content about passports and visas, interwoven with songs from classic artists such as Earth, Wind &amp; Fire, Elvis Presley, Frank Sinatra, Tina Turner and Gloria Gaynor.&nbsp;</p>



<p>“One of our executive customers was so inspired by the on-hold message that he wanted his entire staff to hear it—not only to better manage their personal and business travel, but also as a model for how to truly serve customers,” Alwadish says. “With this recording, we are excited to bring back the passion behind great customer service—something that’s been missing since the days Sam Walton was holding the door open for customers at Walmart.”</p>



<p>You can expect to hear lyrics to Gaynor’s “I Will Survive” as they detail passport woes, for example. The entire recording is 52 minutes, but luckily the company shares that customers are only ever on hold for a few of those minutes. “I got carried away with the effort because I had so much to share,” Alwadish adds.</p>



<h2 class="wp-block-heading" id="h-5-wow-them-with-a-personalized-experience">5. Wow them with a personalized experience</h2>



<p>In the digital age where you can bulk email millions of people at once, a tailored, <a href="https://successcom.wpenginepowered.com/5-ways-to-thrill-your-customers/">personalized customer experience</a> stands out. Recent <a href="https://www.deloittedigital.com/us/en/insights/research/personalizing-growth.html?id=us:2el:3dp:wsjspon:awa:WSJCMO:2022:WSJFY23" target="_blank" rel="noreferrer noopener">research</a> from Deloitte has found that companies that personalized the customer experience were 71% more likely to have customer loyalty and 48% more likely to have exceeded revenue goals.</p>



<p>“If your customers feel like they're just a number, just another ticket to close, that’s when you lose. Poor customer service leads directly to churn, lost revenue and negative word of mouth,” Eyre says. “In a world where consumers have countless options at their fingertips, if your team doesn’t go above and beyond, they’ll simply move on to a competitor who does. With the evolution of e-commerce and the shift toward personalized experiences, people now expect genuine connections with brands. They want to feel like more than a transaction.”</p>



<p>GiAnna Orangio, vice president of The Dana Agency in Miami, shares a story of a couple who loved their trip experience so much, they named their child after the hotel they stayed at—Arlo. So, when the couple returned, they were met with balloons for the child’s first birthday and an upgraded room, demonstrating the “importance of thoughtful, personalized gestures in the world of hospitality,” she says.</p>



<p>Similarly, Erik Wright, founder and CEO of New Horizon Home Buyers in Chattanooga, Tennessee, remembers an “elderly widow” selling her 43-year-old home after her husband’s recent death. After his team noticed military decorations they learned her husband was a Vietnam War veteran. “At closing, we presented her with a customized shadow box containing her husband's service medals, professionally restored photographs that we had printed from albums that she had pulled out to share with us and a donation certificate to a veterans' organization in her husband's name. She was moved to tears, subsequently referring three of her friends to our company, and she is still in contact years later.”&nbsp;</p>



<p>Wright calls the cost of the shadow box “inconsequential” compared to the newly formed relationships and the additional business it brought. “We've since implemented a company-wide ‘meaningful memories’ program where sellers assign personal touches to commemorate each seller's unique situation.”</p>



<p>So, whether it’s a shadow box, bouquet of flowers or a simple validating phone call with a human representative and not an AI bot, customer service might be your next key area of focus.</p>



<p class="has-small-font-size"><em>Photo by PeopleImages.com - Yuri A/Shutterstock</em></p>



<p></p>

Discover the exact strategies used by top-notch customer service teams that build loyalty while also improving the bottom line.

These customer service strategies use empathy, humor and personal touches to turn everyday interactions into long-term customer loyalty. | SUCCESS

5 Strategies Customer Service Teams Use to Build Lifelong Loyalty

5 Customer Service Retention Strategies You Must Try Today! | SUCCESS

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Alexandra Frost is a Cincinnati-based freelance journalist and content strategist, focusing on health and wellness, parenting, education, business, environment, and lifestyle. She has been published in the New York Times, Atlantic, Washington Post, Glamour, Today’s Parent, Reader’s Digest, Consumer Reports, Women’s Health, and National Geographic. She spends her “free” time with her five kids under age 10, and coaching others on the ins and outs of media and content marketing. To connect or read more of her work please visit www.alexandra-frost.com.

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Alex Frost

Presentation innovations package recycle material for sustainable product

<p>As global resource demand <a href="https://www.weforum.org/impact/helping-the-circular-economy-become-a-reality/" target="_blank" rel="noreferrer noopener">increases</a>, businesses are rethinking growth by adopting a circular economy. This approach is designed to eliminate waste, keep materials in use and regenerate natural systems. In many ways, it is a potential response to the question, “How can we grow smarter, not just bigger?”</p>



<p>The need for a shift to adopt this <a href="https://successcom.wpenginepowered.com/what-is-a-growth-mindset/">growth mindset</a> is clear. According to the <a href="https://www.weforum.org/impact/helping-the-circular-economy-become-a-reality/" target="_blank" rel="noreferrer noopener">World Economic Forum</a>, only 9% of extracted raw materials for electronics, fashion, food and plastics are reused, and 62% of global greenhouse gases comes from the extraction, processing and production of these goods, putting a significant strain on the planet’s resources. Additionally, in the 2015 book <a href="https://amzn.to/43df9V7" target="_blank" rel="noreferrer noopener"><em>Waste to Wealth</em></a>, Peter Lacy and Jakob Rutqvist indicated that without a shift in the economy, lost economic growth by 2030 would be around <a href="https://newsroom.accenture.com/news/2015/the-circular-economy-could-unlock-4-5-trillion-of-economic-growth-finds-new-book-by-accenture" target="_blank" rel="noreferrer noopener">$4.5 trillion</a>.&nbsp;</p>



<p>Circularity is a closed-loop business model where nothing goes to waste. Unlike the “take, make and dispose” model, circular economic strategies build value from what was once discarded. So reuse, repair, refurbish, remanufacture and recycle are all reinvented as sustainable value regeneration engines of innovation and profit. This corporate circularity strategy also has the potential to <a href="https://successcom.wpenginepowered.com/how-the-national-parks-service-combats-climate-change/">tackle climate change</a> and other global challenges, like biodiversity loss, waste and pollution, by separating economic activity from the consumption of limited resources.&nbsp;</p>







<h2 class="wp-block-heading" id="h-what-is-circularity">What is circularity?</h2>



<p>According to the <a href="https://www.ellenmacarthurfoundation.org/topics/circular-economy-introduction/overview" target="_blank" rel="noreferrer noopener">Ellen MacArthur Foundation</a>, in a traditional economy, manufacturing is linear. Raw materials are extracted and made into parts. Parts are then sent for product development, then to service providers and finally in the hands of the consumer. But in a closed-loop business model, the flow reverts from consumer to either of the three parties to be reintroduced into the manufacturing process. And this is not just for physical products. It also applies to the service industry.&nbsp;</p>



<p>Three powerful shifts are fueling the move toward circularity.</p>



<ul class="wp-block-list">
<li><strong>Resource pressure</strong>: Circular business systems help companies reduce dependence on raw materials and minimize exposure to price volatility.</li>



<li><strong>Customer demand</strong>: As customers become increasingly <a href="https://successcom.wpenginepowered.com/what-is-ethical-consumerism/">savvy about their consumption</a>, circular business transformation programs, like resale and repair, build loyalty and credibility.</li>



<li><strong>Regulation and risk</strong>: <a href="https://www.undp.org/chemicals-waste/conventions" target="_blank" rel="noreferrer noopener">Governments</a> around the world are tightening rules around waste and product life cycles through various protocols and amendments.&nbsp;</li>
</ul>



<h2 class="wp-block-heading" id="h-who-is-it-for">Who is it for?</h2>



<p>Globally, companies both large and small are proving that corporate circularity strategies deliver measurable returns.&nbsp;</p>



<p>Here are some examples:</p>



<ul class="wp-block-list">
<li><a href="https://www.patagonia.com/" target="_blank" rel="noreferrer noopener">Patagonia</a>: The outdoor brand’s <a href="https://www.patagonia.com/trade-in/" target="_blank" rel="noreferrer noopener">Worn Wear</a> program invites customers to repair, resell or trade in used gear. It not only keeps products out of landfills, but also drives brand loyalty because customers see that Patagonia stands by its values.</li>
</ul>



<ul class="wp-block-list">
<li><a href="https://www.ellenmacarthurfoundation.org/ikea?utm_source=chatgpt.com" target="_blank" rel="noreferrer noopener">Ikea</a>: The Swedish giant aims to become <a href="https://www.ikea.com/us/en/this-is-ikea/sustainable-everyday/a-circular-ikea-making-the-things-we-love-last-longer-pub9750dd90/" target="_blank" rel="noreferrer noopener">fully circular</a> by 2030. That means designing furniture that is easy to disassemble, reuse or recycle and launching take-back and resale programs to keep materials in circulation.</li>
</ul>



<ul class="wp-block-list">
<li><a href="https://www.signify.com/en-gb" target="_blank" rel="noreferrer noopener">Signify</a> (formerly Philips Lighting): In a move that redefines ownership, Signify has shifted to a “<a href="https://www.ellenmacarthurfoundation.org/circular-examples/why-buy-light-bulbs-when-you-can-buy-light-signify" target="_blank" rel="noreferrer noopener">lighting-as-a-service</a>” model, where businesses pay for light, not lightbulbs. The company retains ownership, maintains the equipment and recycles components, turning a product into a recurring revenue stream.</li>
</ul>



<ul class="wp-block-list">
<li><a href="https://www.lkqonline.com/" target="_blank" rel="noreferrer noopener">LKQonline</a>.com: This online retailer houses millions of used auto parts for consumer and commercial use, thereby reducing auto waste in junkyards and landfills.</li>
</ul>



<h2 class="wp-block-heading" id="h-having-a-circular-economy-mindset-can-become-a-competitive-advantage-in-business">Having a circular economy mindset can become a competitive advantage in business</h2>



<p>So, why should every entrepreneur, founder or executive adopt a circular economy mindset? Because sustainable value generation doesn’t just protect the planet, it can strengthen the bottom line, too, by creating:<br></p>



<ul class="wp-block-list">
<li><strong>New revenue opportunities</strong>: Resale, leasing and refurbishment models can extend a product’s life cycle and generate repeat income. The <a href="https://nrf.com/blog/retailers-close-loop-creating-circular-retail-economy" target="_blank" rel="noreferrer noopener">National Retail Federation</a> reports that resale markets are growing five times faster than traditional retail. Cotopaxi, another well-known outdoor brand, created a dedicated product line, <a href="https://www.cotopaxi.com/collections/del-dia/" target="_blank" rel="noreferrer noopener">Del Dia</a>, made from deadstock fabrics that would have otherwise gone to waste.</li>



<li><strong>Operational resilience</strong>: When materials circulate within the business instead of being discarded, it reduces exposure to supply chain shocks and rising input costs. According to its <a href="https://www.prnewswire.com/news-releases/cotopaxi-releases-2023-impact-report-302120334.html" target="_blank" rel="noreferrer noopener">2023 impact report</a>, Cotopaxi estimates it kept over 2,745,000 yards of fabric from going to waste.</li>



<li><strong>Stronger brand equity: </strong>Customers are more loyal to companies that help them make responsible choices. <a href="https://www.allbirds.com/pages/moonshot-press-release" target="_blank" rel="noreferrer noopener">Allbirds</a> created the world’s first carbon neutral shoe without relying on offsets and built trust through this innovation.</li>
</ul>



<h2 class="wp-block-heading" id="h-how-can-businesses-adopt-circularity">How can businesses adopt circularity?</h2>



<p>Transitioning to a circular business strategy doesn’t happen overnight. In the old economy, growth often meant depletion. In the new one, growth means regeneration where companies and consumers move away from a mindset of “ownership” to one of “access.” Once access is no longer needed, it is passed to another or passed back to the source.&nbsp;</p>



<p>Here’s how companies can begin the circularity process:</p>



<ul class="wp-block-list">
<li><strong>Map material flows</strong>: Conduct a “waste audit” to understand where materials come from, how long they are being used and where they end up. The Ellen MacArthur Foundation’s <a href="https://www.ellenmacarthurfoundation.org/resources/circulytics/overview" target="_blank" rel="noreferrer noopener">Circulytics</a> tool can help benchmark progress.</li>
</ul>



<ul class="wp-block-list">
<li><strong>Design for longevity</strong>: Ask questions like, “Can this product be repaired, reused or recycled easily?” early in the ideation and design phase. Even small changes like modular parts or recyclable packaging could make a huge impact.</li>
</ul>



<ul class="wp-block-list">
<li><strong>Pilot circular models</strong>: Try a resale, refill or subscription-based service to test customer demand and use their feedback to fine-tune production and fulfillment processes.</li>
</ul>



<ul class="wp-block-list">
<li><strong>Collaborate across ecosystems</strong>: Circular business models work best when everyone, from suppliers and distributors to customers, is aligned to a common goal. So build partnerships that help close the loop.</li>
</ul>



<ul class="wp-block-list">
<li><strong>Measure and communicate progress</strong>: Set clear performance measurement matrices, track performance and showcase results transparently.&nbsp;</li>
</ul>



<p>As <a href="https://www.oxfordreference.com/display/10.1093/acref/9780191843730.001.0001/q-oro-ed5-00012574" target="_blank" rel="noreferrer noopener">John Muir</a> once noted, “When we try to pick out anything by itself, we find it hitched to everything else in the Universe.” That idea is the core principle of circularity, and adopting the strategy isn’t just a feel-good movement for the planet—it’s also economically beneficial for a company’s bottom line.</p>



<p class="has-small-font-size"><em>Photo by dodotone/Shutterstock</em></p>

Learn how adopting a circular economy mindset can boost profits, reduce waste and build customer loyalty through sustainable growth.

Learn how adopting a circular economy mindset can boost profits, reduce waste and build customer loyalty through sustainable growth. | SUCCESS

How to Use a Circular Economy Mindset as a Competitive Advantage in Business

How a Circular Economy Gives Businesses a Competitive Edge | SUCCESS

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Karthika Gupta is a photographer, podcaster and freelance journalist based in the Chicagoland area. With over a decade of experience, she enjoys writing about destinations, brands, and products in the outdoor, lifestyle, business, health and travel space. Follow her on Instagram (https://www.instagram.com/karthikagupta) or on her website (https://culturallyours.com/).

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Karthika Gupta

artist working on project for brand identity

<p>The 21st-century marketplace rewards brands that evolve. From minimalist redesigns to full-scale digital rebrands, more and more companies are rethinking how their <a href="https://successcom.wpenginepowered.com/how-to-brand-yourself/">visual identity</a> actually reflects their purpose and values. In a hyperconnected world where image and identity intertwine, getting it right is crucial. The way a brand shows up, in design, online and beyond, builds the perception, trust and memory it imprints on people. </p>



<h2 class="wp-block-heading" id="h-a-strong-visual-identity-is-critical-in-today-s-digital-age"><strong>A strong visual identity is critical in today’s digital age</strong></h2>



<p>In the age of social media dominance, mobile-first browsing and <a href="https://successcom.wpenginepowered.com/the-ultimate-guide-to-influencer-marketing-done-right/">influencer-driven content</a>, the separation between marketing, design and experience has nearly vanished, demanding near complete authenticity in how brands look and live. In this environment, a brand’s visual identity isn’t just decoration; it’s a reflection of its values and ability to evolve in step with the world around it.&nbsp;</p>



<p>Before the digital age, traditional advertising maintained momentum for even the strongest brands. Today, perception is earned through not just polish, but proof of evolution and endurance.&nbsp;</p>



<p>“You measure success not by how different it looks but by how deeply it resonates. The real test of a rebrand isn’t visual polish; it’s psychological alignment,” says Americus Reed II, a professor of marketing at the Wharton School of the University of Pennsylvania. “A successful rebrand strengthens identity loyalty—the degree to which a brand becomes part of a person’s self-concept. It doesn’t just get noticed; it gets adopted,” he adds.&nbsp;</p>



<p>A consistent logo and signature color palette can give a brand the clarity and confidence it needs to stand out and stay remembered. These are examples of what are known as brand assets: the distinctive visual, verbal and experiential elements that make a brand instantly recognizable. Beyond logos and colors, brand assets can include typography, imagery, taglines, sounds and even packaging—all of which work together to spark recognition and emotional connection.</p>







<h2 class="wp-block-heading" id="h-consistency-in-visual-identity-builds-consumer-trust-across-generations"><strong>Consistency in visual identity builds consumer trust across generations</strong></h2>



<p>For over a century, Coca-Cola’s red-and-white branding has remained virtually unchanged. Its bold colors and flowing script are instantly recognizable, helping the company sustain global visibility, earn consumer trust and generate billions across generations that have made the drink part of their daily lives. The power of this visual identity is undeniable. By staying true to its classic script and bold red-and-white colors, Coca-Cola has <a href="https://successcom.wpenginepowered.com/how-to-build-a-brand/">built a brand</a> that is instantly recognizable by consumers worldwide.</p>



<p>Cadbury chocolate’s signature purple-and-gold look plays much the same role. Introduced initially as a tribute to Britain’s Queen Victoria, that deep purple quickly became the brand’s signature, signaling luxury, indulgence and national trustworthiness. Over the decades, it’s done more than just look pretty on a shelf: It’s become a shorthand for high-quality chocolate.</p>



<p>The power of color in branding is surprisingly strong. That iconic purple instantly triggers recognition, and for Cadbury, it’s helped the company stand out in a crowded market. Consumers don’t just notice it, they associate it with the taste, the experience and the promise that this chocolate delivers something different.&nbsp;</p>



<h2 class="wp-block-heading" id="h-how-to-capture-users-attention-before-they-scroll-away"><strong>How to capture users’ attention before they scroll away</strong></h2>



<p>Humans make rapid judgments about people, products and brands within milliseconds of seeing them. <a href="https://cxl.com/blog/first-impressions-matter-the-importance-of-great-visual-design/" target="_blank" rel="noreferrer noopener">Research</a> has suggested that over 90% of these first impressions are based on visual cues: color, shape, typography and overall design, long before any words are read or explanations are offered.&nbsp;</p>



<p>On the web, people’s attention spans are short, and users are quick to jump to the next thing. That makes grabbing their attention online an even tougher job for digital-first brands. According to <a href="https://cxl.com/blog/first-impressions-matter-the-importance-of-great-visual-design/" target="_blank" rel="noreferrer noopener">data</a> from CXL, visitors focus on an institution’s logo for just 6.48 seconds before moving on, while the main navigation menu captures attention for an average of 6.44 seconds. The search box draws slightly less, at just over six seconds, and the site’s primary image holds the gaze for 5.94 seconds. Even written content only commands attention for 5.59 seconds, with the bottom of a page attracting the least focus on average at 5.25 seconds.&nbsp;</p>



<p>With attention spans this short, every element on your site needs to work hard. That means making your logo instantly recognizable, designing a navigation menu that’s intuitive and easy to scan and placing key calls-to-action where users will actually see them. Your search box should be prominent and simple, while images need to grab attention immediately and support your brand story.</p>



<p>Written content should be concise, clear and skimmable, delivering value in just a few seconds. Essentially, it’s about creating a visual and functional hierarchy that guides visitors effortlessly through your site, helping them notice, understand and remember your brand before their eyes wander elsewhere.&nbsp;</p>



<h2 class="wp-block-heading" id="h-inside-out-coherence-aligning-brand-purpose-with-a-clear-identity"><strong>Inside-out coherence: Aligning brand purpose with a clear identity</strong></h2>



<p>Reed II points to a concept known as “inside-out coherence,” which he says is crucial for modern brands to perfect. He suggests, “Every touchpoint, from your website to your store to your customer service voice, should express the same identity DNA. That starts with internal alignment. Employees need to understand and embody the brand’s purpose before customers ever see a new logo. The most successful brands don’t roll out new guidelines; they roll out new belief systems. When the brand’s inner story matches its outer signals, consumers feel the difference. They sense truth.”</p>



<p>Inevitably, much of the visual transformation and digital innovation driving how brands refresh their look and feel begins online with the best tools available. It’s no surprise that AI is playing a significant role in this evolution. According to recent data from <a href="https://www.netguru.com/blog/ai-adoption-statistics" target="_blank" rel="noreferrer noopener">Netguru</a>, 78% of organizations are utilizing AI in at least one business function, marking a substantial increase from 55% the previous year. Specifically, nearly <a href="https://www.mckinsey.com/capabilities/quantumblack/our-insights/the-state-of-ai" target="_blank" rel="noreferrer noopener">80%</a> of companies are now leveraging generative AI to enhance their design, branding, strategy and product offerings.&nbsp;</p>



<h2 class="wp-block-heading" id="h-simplifying-the-customer-journey-through-smart-digital-marketing"><strong>Simplifying the customer journey through smart digital marketing</strong></h2>



<p>Venkatesh (Venky) Shankar is a marketing professor and director at SMU’s Cox School of Business, where he leads the Brierley Institute for Customer Engagement. His research focuses on digital marketing, AI, AR, VR, branding and consumer behavior, advising global retailers on technology-driven growth.</p>



<p>“AI, AR and VR can enhance brand image by making experiences more relevant, immersive and reliable. AI personalizes offers and timing to improve engagement and loyalty, while AR/VR builds confidence and emotional connection through interactivity,” says Venkatesh. He adds: “However, technological reliability is essential. My research shows that even small app failures can erode trust and sales. Businesses should use technology to simplify and elevate the customer journey, not complicate it.”</p>



<p>Shankar advises entrepreneurs and business leaders to “leverage low-cost <a href="https://successcom.wpenginepowered.com/tech-tools-for-small-businesses/">digital tools</a>, modular design templates and quick experiments to identify what boosts engagement or repeat purchase…. Practical improvements in mobile utility and customer convenience outperform cosmetic updates. In modernization, simplicity, focus and measurement trump big creative budgets.”</p>



<p>The brands that last aren’t just the ones that look modern—they’re the ones that <em>mean</em> it. A refreshed logo or sleek website can spark attention, but sustained relevance comes from coherence and consistency. Every element, from color palette to customer experience, should tell the same story and make the same promise. Modernization doesn’t have to mean massive budgets or radical reinventions. As Shankar notes, the smartest brands use simple data-driven tools to stay close to their audiences and move quickly when expectations shift. The key is to evolve with purpose, not panic.</p>



<p>Digital audiences move fast. People decide whether to engage with a website, app or social post in seconds. That means every visual and functional element should work hard to communicate your brand identity immediately. A recognizable logo, a consistent color scheme, signature fonts and a clear layout hierarchy all help users connect the dots quickly. Consistency in design reduces friction, builds confidence and makes your brand feel professional and reliable for the modern age.&nbsp;</p>



<p class="has-small-font-size"><em>Photo by PeopleImages/Shutterstock</em></p>

Learn expert-backed strategies to modernize your brand’s look, strengthen identity loyalty and stay relevant in today’s digital landscape.

Learn expert-backed strategies to modernize your brand’s look, strengthen identity loyalty and stay relevant in today’s digital landscape. | SUCCESS

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Pablo explores how AI, emerging technologies, and today’s strategic choices are shaping the way we live, work, and build the future. He translates complex innovations into clear insights that help leaders and professionals anticipate tomorrow’s opportunities.

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Pablo Urdiales Antelo

<p><a href="http://linkedin.com/in/stephanie-macleod-4b57a456/?originalSubdomain=uk" target="_blank" rel="noreferrer noopener">Stephanie Macleod</a> didn’t grow up sipping Scotch or dreaming of distilleries. In fact, she didn’t even like whisky when she first encountered it. A food science student at the University of Strathclyde in Glasgow, she envisioned a very different future for herself. But a final-year project on sensory analysis and how minute chemical changes alter taste gave her a new fascination and love for the complexity of flavor. When her university supervisor invited her to work with him on researching whisky, it opened up a whole new world for her. </p>



<p>“I started working with different distilleries, looking at the sensory analysis and realizing that from three ingredients—water, malted barley and yeast—each distillery, even though the processes are roughly the same, produces completely different flavor profiles,” Macleod says, recalling her wonder at the process. “How was whisky sitting on my doorstep and I didn’t know these things?”</p>



<h2 class="wp-block-heading" id="h-from-the-lab-to-the-blending-room">From the lab to the blending room</h2>



<p>In 1998, Macleod joined Dewar’s just as Bacardi had acquired the <a href="https://successcom.wpenginepowered.com/how-to-build-a-brand/">brand</a>, expanding from one to five distilleries. She began in quality control, leaning on her analytical background. But her sensory expertise was soon put into use, and she moved into the labs. One of her first acts was putting together a sensory panel to ensure consistency.</p>



<p>“When I joined, only one person had a say in the sensory quality of our spirit, and that was the master blender,” she says. “I thought, ‘What happens if he’s on holiday? We need more than just one person.’”</p>



<p>Not long after, her boss asked if she wanted to train as a master blender. “It took me a nanosecond to say yes,” she says, but the doubt still crept in. She would be the first woman and likely the youngest person ever to hold the title. Would she be accepted?</p>



<p>By 2006, she had her answer. Macleod officially took the helm and became the first woman and only the seventh person in Dewar’s 170-plus-year history to hold the title of master blender.&nbsp;</p>



 



<p>“Becoming a master blender is a journey rooted in both science and sensory immersion,” says Macleod. “I then spent three years studying under our former master blender, Tom Aitken, learning the art of tasting, gradation and blending in minute detail. It’s a deeply hands-on apprenticeship, training your nose, mastering cask sourcing and seasoning and understanding how to harmonize flavor profiles.”&nbsp;</p>



<p>She adds that there was no textbook for her journey, but it was all about learning through experimentation, building a sensory vocabulary and combining academic rigor with intuition and curiosity.</p>



<p>Her first test as master blender was immediate: launching the Dewar’s 15 Year Old Scotch whisky blend in China and Taiwan. “It was almost like the birth of a child, but a lot less painful,” she jokes. The release was well received, and the industry began to take notice.</p>



<p>In the years since, the broader industry has recognized her leadership again and again. She has won Master Blender of the Year at the International Whisky Competition six consecutive times, beginning in 2019, cementing her influence far beyond Dewar’s.&nbsp;&nbsp;</p>



<h2 class="wp-block-heading" id="h-finding-her-footing-in-a-male-dominated-industry">Finding her footing in a male-dominated industry</h2>



<p>Whisky has long been branded as a “man’s drink,” and the industry often reflects that image. But while outsiders may expect stories of resistance or exclusion, Macleod remembers something different.</p>



<p>“I did feel as if, within the company and outside the company, I was being rooted for,” she says. Mentors—mostly men at the time—invited her into industry organizations like the Scotch Whisky Association and Scotch Whisky Research Institute. “They put me in places where I could network with a wider variety of people and allow them to help me grow as well.”</p>



<p>Still, being the first carried its own pressures: “You want to prove yourself, but you’ve also got responsibility to the brand,” she says. “You often have to put yourself last, the brand first, and then the team.”</p>



<p>Four years into her role as master blender, Macleod became a parent to twin girls.&nbsp;</p>



<p>“If I thought my life was complicated before twins, it got even more complicated with twins,” she says. Support from her husband and parents helped, but the challenge reshaped her leadership style. Today, she is deliberate about supporting team members through maternity leave and other life changes, keeping them looped in if they want to be and ensuring their careers don’t stall.</p>



<p>“I’ve always made it my mission that as the first female master blender, I won’t be the last,” she says.</p>



<h2 class="wp-block-heading" id="h-innovation-within-tradition">Innovation within tradition</h2>



<p>Macleod’s leadership is defined by both reverence for tradition and a willingness to push its edges. She often cites a line often attributed to Gustav Mahler: “Tradition is not the worship of ashes, but the preservation of fire.” For her, that means respecting Scotch’s 200-year heritage while ensuring it stays relevant for tomorrow’s drinkers.</p>



<p>She has championed innovations like Dewar’s “Smooth Series,” which introduced cask finishes more commonly associated with single malts, such as port, Mizunara, rum and even mezcal. “We wanted to show the interesting flavors we can get from different casks, using perhaps a different age statement, just showing a different facet of the Dewar’s style,” she says.</p>



<p>Every decision, though, is grounded in Scotch whisky regulations. “There are lots of things that we would love to try,” she says. “We wouldn’t want to do anything that would harm the category [of Scotch whisky].”</p>



<p>That balance of experimentation within constraints has kept Dewar’s blends dynamic without losing authenticity.</p>



<h2 class="wp-block-heading" id="h-building-a-pipeline-for-the-future">Building a pipeline for the future</h2>



<p>For Macleod, who still holds the title of master blender, shaping Scotch’s future isn’t only about liquid in the bottle. It’s about who gets to make it. The whisky industry has grown more inclusive since she joined in 1998, thanks in part to increased visibility and outreach efforts. Today, the majority of people on her blending team are women, and Bacardi has graduate and internship programs that expose students to different areas of the business, from distilling to marketing.</p>



<p>She says the interns help the team see their work with fresh eyes, noticing things they’ve come to take for granted and reminding them how remarkable their industry really is.</p>



<p>Internally, Macleod has helped institutionalize what she lacked early in her own career: structured feedback and mentorship. She works closely with Bacardi’s “Let’s Talk” program to encourage employees to map both business goals and personal development. She also serves as a mentor for OurWhisky Foundation, an organization recognizing, supporting and empowering women in whisky.&nbsp;</p>



<p>“You don’t want to hear people who are constantly negative,” she says. “But in order for you to grow, you’ve got to see where your development areas are, so seeking out people that are going to tell you that is really, really important.”</p>



<h2 class="wp-block-heading" id="h-advice-for-the-next-generation">Advice for the next generation</h2>



<p>Asked what she would tell young women eyeing a future in whisky, Macleod doesn’t sugarcoat the path. It is a tough industry, but future Scotch leaders should consider their aspirations within the whisky industry and even beyond, including supply roles. She notes that the path you don’t expect can often be even more rewarding than the one you had originally envisioned.</p>



<p>LinkedIn, she says, can be a practical tool for tracing the career paths of industry professionals. And while ambition is valuable, she warns against burning out by saying yes to everything. “Make sure that you’re leaving space in your life that you can grow,” she says.</p>



<p>For Macleod, growth has meant learning to juggle tradition and <a href="https://successcom.wpenginepowered.com/10-inspiring-quotes-on-innovation/">innovation</a>, brand stewardship and personal ambition, career and family. It’s also meant ensuring the doors she walked through won’t close behind her.</p>



<p>“The whisky industry is safe when you see the next generation coming through and having the same, if not more, passion for whisky and what it’s all about,” she says.</p>



<p class="has-small-font-size"><em>Photo courtesy of Stephanie MacLeod</em></p>

Discover how Stephanie Macleod, the most decorated woman in Scotch, preserves legacy while bringing innovation to her work.

Discover how Stephanie Macleod, the most decorated woman in Scotch, preserves legacy while bringing innovation to her work. | SUCCESS

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Iona Brannon is a freelance journalist based in the U.S. You can read more of her work at ionabrannon.com.

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Iona Brannon

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Decentralized organizational structures are on the rise worldwide. Explore their benefits, challenges and learn how to shift to decentralization.

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Jeet is a freelance writer with over three years of experience crafting blog posts and articles across diverse niches. A science graduate by choice and a literature aficionado at heart, he loves stories in any form or format. Thanks to an ever-burning curiosity, his interests span mythology, art, physics, philosophy, traveling and myriad other things. When he’s not working, you’ll likely find him lost in a book, watching a TV show or practicing French on Duolingo.

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Jeet Kumar Ambasth

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<p>When you think of upgrading your team’s abilities, what comes to mind first? Assigning them more educational courses to study? Maybe increasing feedback to improve their project performance? Far too often, business leaders think of upgrading their corporate ecosystem with <a href="https://successcom.wpenginepowered.com/hard-skills-vs-soft-skills/">hard skills</a>—those that are quantifiable—instead of soft skills, such as empathy or active listening.&nbsp;</p>



<p>But focusing too much on hard skills may be the wrong approach. As we’ll see below, <a href="https://successcom.wpenginepowered.com/leadership-soft-skills/">soft skills</a> are one of the key markers of a team’s success. Some research suggests that as AI usage continues to become more ubiquitous across industries, soft skills will become more in demand. If you’re wondering how to level up soft skills for yourself and your employees, you’ve found the right resource. We’ll cover the importance of soft skills in the workplace, the type of soft skills to cultivate and how to get employees on board.</p>



<h2 class="wp-block-heading" id="h-the-business-case-for-soft-skills">The Business Case for Soft Skills</h2>



<p>Businesses, especially large publicly traded ones, have an eye on increasing the bottom line. They want to increase the number of measurable, quantifiable goals that ultimately contribute to profitability. But soft skills can contribute to that effort, too.</p>



<p>A <a href="https://mitsloan.mit.edu/ideas-made-to-matter/soft-skills-training-brings-substantial-returns-investment" target="_blank" rel="noreferrer noopener">study</a> facilitated by MIT Sloan, Boston College and the University of Michigan found that a 12-month soft skills training program delivered a whopping 250% return on investment for a garment manufacturing business. Even though the employees completed repetitive, manual tasks for long shifts, honing their soft skills allowed them to become more productive, complete more complex tasks quicker and attend work more often.&nbsp;</p>



<p>Providing soft skill training pays dividends, but what soft skills should you focus on in the first place?&nbsp;</p>







<h2 class="wp-block-heading" id="h-top-soft-skills-for-business-success-today">Top Soft Skills for Business Success Today</h2>



<p>Deciding on which soft skills to focus on in your business partially depends on the context and current staff issues you face. That said, these are some of the <a href="https://successcom.wpenginepowered.com/soft-skills-examples/">most important soft skills for business success</a> to cultivate.</p>



<h3 class="wp-block-heading" id="h-communication">Communication</h3>



<p>Whether through writing, speaking or one-on-one meetings, knowing how to express an idea clearly and thoughtfully improves team functions. Team members who can communicate at a high level can describe what issues executive leadership needs to pay attention to or offer clear advice when inquiring with clients, for example.&nbsp;</p>



<h3 class="wp-block-heading" id="h-adaptability-nbsp">Adaptability&nbsp;</h3>



<p>Learning to allow the best-laid plans to change is a soft skill that can’t be overstated. Flexibility—or adaptability—propertly cultivated in employees can allow them to pivot strategically to new plans when an idea fails to work.&nbsp;</p>



<h3 class="wp-block-heading" id="h-emotional-intelligence">Emotional Intelligence</h3>



<p>Also known as EQ, emotional intelligence is the ability to sense others’ emotions and understand and manage our own. Being able to rein in your emotions or help a co-worker express frustration about a project can bring employees to heightened levels of trust that hard skills can’t achieve.&nbsp;</p>



<h2 class="wp-block-heading" id="h-why-soft-skills-are-essential-in-2025">Why Soft Skills Are Essential in 2025</h2>



<p>As counterintuitive as it may sound, the rise of AI, hybrid work and continuous automation is creating a greater need for human relationships in the workplace. Research is beginning to show that businesses are starting to value soft skills as technology advances.&nbsp;</p>



<p>In a <a href="https://journals.sagepub.com/doi/10.1177/23294906231208166" target="_blank" rel="noreferrer noopener">survey</a> of nearly 700 business owners, researchers found that many of them relied on generative AI to research and generate ideas. However, the same business owners also reported that “character-based traits such as integrity and soft skills will become more important.”&nbsp;</p>



<p><a href="https://www.linkedin.com/in/jimmynewson/" target="_blank" rel="noreferrer noopener">Jimmy Newson</a> works with small businesses as a consultant and founder of <a href="https://movingforwardsmallbusiness.com/" target="_blank" rel="noreferrer noopener">Moving Forward Small Business</a>, a community-based membership company that provides resources to small businesses so they can grow and achieve their goals. In his view, soft skills are critical—especially for companies with hybrid and remote workers.</p>



<p>“Working with businesses that operate virtually and in hybrid setups, I've seen firsthand how soft skills become absolutely critical,” he says. “They're what allow teams to collaborate smoothly, no matter the distance, adjust quickly to new challenges and maintain those vital human connections, which are essential for innovation and resilience.&nbsp;</p>



<p>“These skills ensure everyone communicates clearly, fosters empathy across diverse teams and empowers individuals to manage themselves and solve problems independently. Ultimately, they're the real bedrock for maintaining a strong culture, solid productivity and continuous innovation in a distributed workforce.”</p>



<p>Newson isn’t alone in his sentiments about soft skills. <a href="https://www.linkedin.com/in/lee-baldwin-coo/" target="_blank" rel="noreferrer noopener">Lee Baldwin</a>, head of managed services at <a href="https://www.paycheck.co.uk/" target="_blank" rel="noreferrer noopener">Pay Check Limited</a>, sees soft skills becoming more valuable as tech becomes more prevalent in corporate structures.&nbsp;</p>



<p>“Whereas technical skills are still required, they're not enough anymore. With technologies such as ChatGPT, automation platforms like UiPath and cloud-based payroll and HR systems accomplishing more and more of the drudge work or administrative tasks, organizations now place higher premiums on human-only capabilities that include empathy, critical thinking, conflict resolution and collaboration,” he says.</p>



<p>“Within a multinational company where I was working with a global rollout of payroll, we observed that teams who had been pretrained in cross-cultural communication and active listening were far superior at smoothing out issues of time zones than others who were not. They easily managed miscommunications and accommodated for cultural differences, something which is not programmable,” he adds.</p>



<p>It’s clear that soft skills are a key driver in employee relationships with peers, clients and managers. So what’s the best way to cultivate them in your team?</p>



<h2 class="wp-block-heading" id="h-how-to-deliver-soft-skills-training-for-employees">How to Deliver Soft Skills Training for Employees</h2>



<p>Training your employees to become more emotionally proficient isn’t a one-size-fits-all approach. You can decide what training regimen works best for your organizational structure and the needs of your team. Here are some ideas to get you started.&nbsp;</p>



<h3 class="wp-block-heading" id="h-offer-workshops">Offer Workshops</h3>



<p>Workshops with team members can provide opportunities for role-playing and working on developing specific soft skills. For example, if you run a hotel business and have some reception staff who struggle to be flexible with indecisive clients, a workshop can help you recreate those situations to prepare them for future interactions.&nbsp;</p>



<p>Baldwin has found workshops to be game-changers in his experience, but only if they’re followed up on and integrated with other processes.&nbsp;</p>



<p>“In a fast-growing SaaS startup, we once had a continuous learning program through which each month employees participated in workshops on different soft skills like giving effective feedback, having diverse meetings or stress management. Those were followed by peer coaching circles where employees practiced the skill in small groups and then reflected on how it impacted their work,” he says.&nbsp;</p>



<h3 class="wp-block-heading" id="h-promote-mentorship">Promote Mentorship</h3>



<p>Mentoring can be an ideal device for delivering soft skill training because it’s done with trustworthy partners that can be open and vulnerable with feedback (a soft skill in itself). In contrast to larger events like workshops or team training sessions, one-on-one mentorship can help integrate soft skills into an employee’s toolbox because they are practiced in the workplace.&nbsp;</p>



<p>Baldwin has seen firsthand how job shadowing, a type of mentorship, has taught employees important soft skill lessons.&nbsp;</p>



<p>“We also included leadership shadowing, where junior staff observed senior managers participate in stressful meetings, observing how they managed difficult discussions or motivated teams,” he says. “Employee engagement rates jumped by 23% within six months, and turnover rates of high-achieving staff plummeted.”</p>



<h2 class="wp-block-heading" id="h-soft-skills-are-a-hard-business-asset">Soft Skills Are a Hard Business Asset</h2>



<p>As technology continues to advance across industries, one asset will continue to provide payoffs for years to come: soft skills. Humans aren’t going anywhere, so helping your team communicate clearly, be flexible in challenging situations and hone their emotional intelligence will set your business up for success. Indeed, a <a href="https://www.deloitte.com/au/en/services/economics/perspectives/soft-skills-business-success.html" target="_blank" rel="noreferrer noopener">study</a> from Deloitte Access Economics found that soft skill-intensive positions are projected to make up two-thirds of all occupations by 2030.&nbsp;</p>



<p>Don’t wait—prioritize helping your team learn soft skills now. Need a bit of a boost? Check out <a href="https://coaching.success.com/">SUCCESS® Coaching</a> to connect with like-minded entrepreneurs and increase employee soft skills in your organization.</p>



<p class="has-small-font-size"><strong><em>Photo courtesy of PeopleImages.com - Yuri A/Shutterstock</em></strong></p>

Brett Surbey

Is your business not getting the results you want? You might need to cultivate your team’s soft skills. We explain why.

How Soft Skills Are Driving Hard Results | SUCCESS

The Importance of Soft Skills for Business Success

The Importance of Soft Skills for Business Success | SUCCESS

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Natalia Finnis-Smart

A Swarovski store featuring a celebrity brand partnership with Ariana Grande

Portugal,,Albufeira,,August,09.,2025,,Interior,Advertising,Of,A,Swarovski

<p><strong>What you’ll learn:</strong> Discover why some companies are seeking celebrity brand partnerships and the possible risks in this arrangement. Plus, get a few considerations before getting started.&nbsp;&nbsp;</p>



<p>Celebrity brand partnerships have evolved from simple endorsements to deep business collaborations. These can have many benefits, from boosting visibility to enhanced media coverage to building consumer trust. However, authenticity and alignment with the brand’s values are key to success. As influencer marketing rises, companies now seek celebrities who truly connect with their products and audience.</p>



<p>The celebrity endorsement is nothing new: Jack Benny lauded JELL-O and Queen Victoria sipped on Cadbury's cocoa. But in recent years, the relationship between celebrities and brands has grown stronger and more interconnected.&nbsp;Ryan Reynolds is known as a movie star and also for his stakes in Aviation American Gin, Mint Mobile, Maximum Effort (a production company) and a slew of other organizations. Selena Gomez, Lady Gaga and Rihanna are just a few of the celebrities with makeup brands. Meanwhile, Jennifer Garner and Jessica Alba—and many other celebrity moms—helped found mom-focused brands like Once Upon a Farm and The Honest Company.&nbsp;</p>



<p>Companies now collaborate more closely with celebrities than ever before. Today, celebrities don’t just appear in commercials. They also found and invest in companies, steer creative direction and, yes, act as endorsers of products and brands.&nbsp;</p>



<p>Here, we’ll take a look at why these partnerships are so popular and what’s at stake for everyone involved. We’ll also cover a few tips if you’re interested in dipping your toes into this branding strategy.&nbsp;</p>







<h2 class="wp-block-heading" id="h-the-rise-of-celebrity-brand-partnerships-in-business-strategy">The Rise of Celebrity Brand Partnerships in Business Strategy</h2>



<p>Kanye West and Adidas. Michael Jordan and Nike. Ryan Reynolds and Aviation American Gin. Jennifer Garner and Once Upon a Farm. These celebrity brand partnerships go beyond simply the celebrity endorsing the product. In fact, the celebrities become core to the product. In the case of Kanye West, he collaborated with a dedicated team from Adidas on the creative aspects of the Yeezy sneakers. (More on that partnership in a moment.)&nbsp;</p>



<p>Celebrities can help with marketing through touting products on social media and in advertisements, but today they also go beyond. There are different ways celebrities can be deeply and strategically embedded within a company.&nbsp;</p>



<h3 class="wp-block-heading" id="h-equity-deals">Equity Deals</h3>



<p>In this arrangement, the celebrity gets a stake in the company in exchange for an endorsement. This can lead to lower upfront costs. It also means the celebrity has a big motivation for touting your product.&nbsp;</p>



<p>Keep in mind, however, that a celebrity’s time in the spotlight is uncertain. There’s the potential to make an equity deal and then have the person’s fame diminish or have bad press around the celebrity. Plus, this celebrity now has a stake in your company.&nbsp;</p>



<p>Sometimes, rather than receiving equity, a celebrity might receive a cut of the revenue—this also binds them to the success of the product.&nbsp;</p>



<h3 class="wp-block-heading" id="h-co-founder-titles">Co-Founder Titles</h3>



<p>When celebrities have a co-founder title, it makes them synonymous with your brand. Here, the celebrity often helps develop and market products. For instance, Jessica Alba co-founded The Honest Company, which makes baby products. She also served as chief creative officer for many years before stepping down. Brands may also provide other titles to celebrities involved in brands. For instance, Zac Efron served as chief brand officer for Kodiak, which makes high-protein baking mixes.&nbsp;</p>



<p>The bottom line? These days, it’s not uncommon for musicians, actors, influencers and more to work with company brands. They may be integrated into a company’s growth plan as a strategic partner.&nbsp;</p>



<h2 class="wp-block-heading" id="h-what-makes-a-celebrity-backed-startup-stand-out">What Makes a Celebrity-Backed Startup Stand Out</h2>



<p>There are many benefits that celebrity involvement can bring to a startup or brand. This is why entrepreneurs and executives see such value in celebrity-backed startups. Here are a few key advantages:</p>



<h3 class="wp-block-heading" id="h-recognition-and-visibility">Recognition and Visibility</h3>



<p>The most major, of course, is the spike in recognition and visibility. A brand that may not be known can get a big lift from a celebrity’s star power and their ability to garner earned media easily. Picture trying to land your alcohol brand mentions in the press—you’ll have to work hard to get placements in food and beverage media. But align yourself with a celebrity, and you’ll gain coverage across a wide array of media outlets, gaining far greater exposure.&nbsp;</p>



<h3 class="wp-block-heading" id="h-positive-associations-when-it-s-the-right-fit-nbsp">Positive Associations (When It’s the Right Fit)&nbsp;</h3>



<p>It’s not just media attention: Consumers will also transfer their feelings about the celebrity to your brand. Choose a celebrity who is the right fit, and you’ll gain from their reputation and how they’re perceived.&nbsp;</p>



<p>The flip side: Reputations matter, as Adidas found out after partnering with Kanye West. While the Yeezy line was popular and a commercial success, Adidas had to end the partnership with West as a creative leader and celebrity ambassador after the singer’s antisemitic remarks.&nbsp;</p>



<h3 class="wp-block-heading" id="h-possible-increased-investor-interest">Possible Increased Investor Interest</h3>



<p>Finally, a connection with a celebrity can also work to gain investor interest. That hypothetical alcohol brand stands out in communications when it’s aligned with a celebrity. As in the case of George Clooney and Casamigos, the celebrity can also use their star power to help land deals. Essentially, when you partner with a celebrity, your network tends to grow.&nbsp;</p>



<p>But the authenticity of the pairing matters. Jennifer Lopez received pushback and criticism from the media and consumers after launching cocktail brand Delola, since she’s known not to imbibe. Rather than being embedded within the brand (as Clooney was with Casamigos and Reynolds was with Aviation American Gin), Lopez’s involvement may have seemed inauthentic. Make it a priority to partner with a celebrity that genuinely enjoys your product and shares in your company values for the best chance at success.&nbsp;</p>



<p><em><strong>Related:</strong></em> <a href="https://successcom.wpenginepowered.com/best-of-the-best-how-to-create-a-personal-brand-like-dj-khaled/">How to Do Personal Branding Like DJ Khaled</a> </p>



<h2 class="wp-block-heading" id="h-why-influencer-marketing-for-companies-is-evolving">Why Influencer Marketing for Companies Is Evolving</h2>



<p>Companies used to solely seek out big-name celebrities—the athletes, actors and musicians that everyone knew by name—to endorse and promote partners. But now, there’s another path companies can take: <a href="https://successcom.wpenginepowered.com/the-ultimate-guide-to-influencer-marketing-done-right/">influencer</a>. On social media, influencers play an outsized role in marketing products. Unlike a Michael Jordan or Angelina Jolie, online influencers might feel more relatable. People may choose to follow them closely because they’re aligned in terms of interests or demographics.&nbsp;</p>



<p>For marketers, that’s an attractive combination, offering the possibility to target a company’s precise users. Now, companies may conceive of campaigns built around one or several influencers. Rather than give away products or provide an affiliate opportunity, companies may seek to build authentic, long-term relationships. Sometimes their influencers are framed as being brand ambassadors, showing how products are naturally used in their everyday life and promoting products consistently. Instead of a single post promoting a brand, these relationships are deeper.&nbsp;</p>



<p>So when brands turn to celebrities or influencers to act in this role, they want to ensure the right fit. They are looking for people who make sense for the company and its products, have a reputation that’ll boost the company’s brand (and not diminish it), and other key factors. In short, strategies like celebrity brand partnerships and influencer marketing for companies make smart business sense. They can help <a href="https://successcom.wpenginepowered.com/how-to-build-a-brand/">build your brand</a> when it’s the right fit.&nbsp;</p>



<h2 class="wp-block-heading" id="h-famous-brand-partnerships-that-worked-and-why">Famous Brand Partnerships That Worked and Why</h2>



<p>Let’s take a look at some successful collaborations between companies and celebrities:&nbsp;</p>



<ul class="wp-block-list">
<li><strong>Rihanna and Fenty Beauty</strong>: Rihanna launched Fenty Beauty in partnership with luxury giant LVMH. She’s seen as far more than the face of the brand—her desire to have foundation shades for many skin colors led to Fenty Beauty’s huge launch. (It’s also spurred other cosmetics brands to expand their shade offerings.) Rihanna uses the brand and promotes it on her social media. She’s inextricably linked with the products and brand. </li>



<li><strong>Ryan Reynolds and Mint Mobile</strong>: You may have seen commercials with Ryan Reynolds touting Mint Mobile. He was an investor (which makes it likely that he made a profit when the brand was sold to T-Mobile) and continues to advertise for the cell phone service provider. He marketed the company through personality-driven ads while also providing marketing strategy. </li>



<li><strong>George Clooney and Casamigos</strong>: This tequila brand was deeply aligned with movie star George Clooney, which helped it receive attention from media, consumers and investors. </li>
</ul>



<p>As these examples show, celebrity brand partnerships can be valuable and successful if done well.&nbsp;</p>



<p><em><strong>Related:</strong></em> <a href="https://successcom.wpenginepowered.com/how-to-build-your-personal-brand/">How to Build Your Personal Brand From the Ground Up</a> </p>



<h2 class="wp-block-heading" id="h-building-a-brand-ambassador-strategy-with-star-power">Building a Brand Ambassador Strategy With Star Power</h2>



<p>Celebrity brand partnerships and influencer collaborations have a lot of potential for brands, as well as possible pitfalls. This is why it’s important for brands to carefully vet and select partners when it comes to influencer or celebrity brand ambassadors. Some key considerations for a brand ambassador strategy include:&nbsp;</p>



<h3 class="wp-block-heading" id="h-consider-demographics-and-audience">Consider Demographics and Audience</h3>



<p>Jennifer Aniston. Jennifer Garner. Jennifer Lopez. Jennifer Lawrence. Jennifer (Jenny) McCarthy. These Jennifers share a first name and fame, but appeal to different audiences. When you’re developing a partnership, consider the archetype and demographics you’re after and seek a celebrity with the matching appeal. That often means opting for a celebrity with a strong social presence. These days, a celebrity that only receives attention in print and television media is likely a poor fit compared to someone with a robust social presence.&nbsp;</p>



<h3 class="wp-block-heading" id="h-think-about-reputation">Think About Reputation</h3>



<p>There’s little truth to that old saying that there’s no such thing as bad PR. In reality, you want your brand aligned with someone who shares your values and has a reputation that’s a good match for your brand’s ethos and values.&nbsp;</p>



<p>If you’re going after a young, daring audience, a celebrity that’s frequently in the news for partying could still be a good fit. If you’re going after a mom demographic, a celebrity who’s photographed looking disheveled while holding a diaper bag makes sense. The key is to find someone who’s the right fit. Consider the person’s past and whether they’re unlikely to land in a scandal that can reflect poorly on your brand.&nbsp;</p>



<h3 class="wp-block-heading" id="h-seek-a-shared-vision">Seek a Shared Vision</h3>



<p>Aim to partner with a celebrity who is a true fan of your products or services. This will lead to a more authentic partnership. Kim Kardashian tries on products for SKIMS early in their development (and, in fact, posts on <a href="https://successcom.wpenginepowered.com/6-tips-for-rapid-social-media-growth-in-2022/">social media</a> from these sessions, helping to drive demand) and has a genuine passion for shapewear.&nbsp;</p>



<h3 class="wp-block-heading" id="h-factor-in-the-costs">Factor in the Costs</h3>



<p>Factor in the costs of partnering with a celebrity compared to other marketing efforts to assess if it seems worth it to your company and brand.&nbsp;</p>



<p>When it comes to your brand, celebrity partnerships can be beneficial, but they can also carry some level of risk. Keep this in mind as well. Celebrity reputations can change. What seems a good fit initially can become misaligned based on PR stumbles or other factors. Plus, there’s the possibility that coverage of your brand may focus on the celebrity and their involvement rather than the products you sell.&nbsp;</p>



<p><em><strong>Related:</strong></em> <a href="https://successcom.wpenginepowered.com/a-five-step-guide-to-branding-yourself/">A Simple 5-Step Guide to Branding</a> </p>



<h2 class="wp-block-heading" id="h-celebrity-brand-partnerships-amp-influencer-collaborations-can-have-big-benefits-nbsp">Celebrity Brand Partnerships &amp; Influencer Collaborations Can Have Big Benefits&nbsp;</h2>



<p>A relationship with a celebrity—whether they’re involved as a co-founder, driving creative strategy, deeply embedded in marketing efforts or involved in other ways —can have immense benefits for companies, allowing them to differentiate themselves from other brands and stand out in a crowded marketplace. But be sure to choose someone who is aligned with your brand and has a sincere and authentic connection to your products before making this move.</p>



<p class="has-small-font-size"><em>Photo by ChrisStock82/Shutterstock.com</em>.</p>

Madeleine Burry

Celebrity brand partnerships open up the door to increased attention from consumers and media, but do carry some risks.

What you’ll learn: Discover why some companies are seeking celebrity brand partnerships and the possible risks in this arrangement. Plus, get a few | SUCCESS

A Look at Celebrity Brand Partnerships: Benefits, Risks and Tips to Get Started 

Celebrity Brand Partnerships: Benefits for Companies | SUCCESS

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Maria Mantas

<p>There’s a reason your kid is so attracted to that Frosted Flakes box—and it has a lot to do with the cool tiger, not just the sugary flakes. Mascots have long had their place in advertising, marketing and brand recognition. But, they are <a href="https://digiday.com/marketing/maybe-this-time-theyll-get-lucky-why-marketers-believe-in-mascots-againw/" target="_blank" rel="noreferrer noopener">regaining popularity</a>, as some brands seek to have a bit more fun with their audiences and gain traction in a sea of competitors, hoping to become just a bit more recognizable with a mascot.</p>



<p>A <a href="https://www.viirj.org/vol20issue1/25.pdf" target="_blank" rel="noreferrer noopener">2025 study </a>reported that visual representations are often easier for people to recall than words. <a href="https://www.dropbox.com/scl/fi/3fiizyik9mkyjw2iw26mn/How-To-Win-The-Superbowl-System1.pdf?rlkey=fd96t19x81btxayg9gtk3b2wf&amp;e=1&amp;dl=0" target="_blank" rel="noreferrer noopener">Recent research</a> on Super Bowl advertising also found that brand characters typically outperform celebrities. And <a href="https://iads.site/wp-content/uploads/2024/02/Creating-Connections-Through-Characters-A-Study-of-Brand-Mascots-and-Their-Influence-on-Consumer-Purchase-Intentions.pdf" target="_blank" rel="noreferrer noopener">a study published in 2024</a> found that brand mascots provide an emotional connection with the buyer, leading to better engagement with the brand and products or services offered.</p>



<p>“Brands seem to be jumping on this bandwagon more and more. Giving a brand personality through a mascot opens a lot of social media opportunities for promoting the brand, too,” says Chelsea Gladden, CEO of <a href="http://everythingbranding.com" target="_blank" rel="noreferrer noopener">Everything Branding</a>. One example is the McDonald’s mascot Grimace. A Grimace milkshake, which caused a viral trend on TikTok where people pretended to die after consuming it, helped <a href="https://fortune.com/2023/07/27/tiktok-grimace-shake-trend-boost-mcdonalds-sales-earnings/" target="_blank" rel="noreferrer noopener">boost 2023 second-quarter global sales by more than 11%</a>.&nbsp;&nbsp;</p>



<p>&nbsp;“Not only are brands embracing [mascots] more, they are also doing some pretty funny collaborations together…. These outside-of-the-box collaborations are garnering press and social media attention, a win when brands do it correctly,” she adds.&nbsp;</p>







<h2 class="wp-block-heading" id="h-uses-and-misuses-of-mascots">Uses (and Misuses) of Mascots</h2>



<p>Meet Platty the Platypus. While a semiaquatic duck lookalike creature might be the last thing you think would sell your brand, Sterling Douglass, co-founder and CEO at <a href="http://chowly.com/chowly-platform/" target="_blank" rel="noreferrer noopener">Chowly</a><strong>, </strong>a restaurant technology platform headquartered<strong> </strong>in Chicago, says the origin of their mascot is as “organic as it gets.</p>



<p>“The idea started inside our revenue team, sales, marketing and customer success [teams] working together as one,” he says. “We wanted a unifying cultural symbol that reflected the adaptability, resilience and personality of both our team and the independent restaurant operators we serve. Platty quickly became a rallying point internally and a memorable way to connect with customers.”</p>



<p>The mascot was born through wordplay, Douglass shares, a spin off of the word “platform.” “The sales team threw it out there, marketing ran with it and it clicked. The platypus felt like a perfect metaphor for Chowly. It’s a unique mix of traits, just like our platform brings multiple capabilities together in one place,” he says.</p>



<p>Platty hangs out in their social posts and campaigns, company swag, internal Slack channels, event booths and onboarding kits for new hires, among other spots.</p>



<p>Douglass notes that your mascot should embody the qualities of your business it represents. “Platypuses are adaptable, resourceful and stand out in a world of sameness, qualities we believe are essential for restaurant operators to thrive.”&nbsp;</p>



<p>But don’t expect mascots to be a silver bullet solution to your marketing woes. “While Platty isn’t a direct sales driver, he’s been a powerful engagement tool,” Douglass says. “Internally, he’s part of onboarding, recognition, and events, strengthening our culture. Externally, social posts featuring Platty see above-average engagement and improve brand recall. He helps us be memorable in an industry full of competing voices.”&nbsp;</p>



<p>Another challenge? Ensuring the mascot wasn’t too much of a gimmick. “We use Platty as a personality enhancer, not the lead act,” Douglass says.&nbsp;</p>



<p>“We… had to balance fun with professionalism, especially in B2B restaurant tech,” he adds.&nbsp;</p>



<p>Gladden cautions doing your homework before introducing a new character. “A lot of research needs to be done before marrying a mascot or spokesperson to a brand to ensure it's in no way offensive, culturally inappropriate or unrelatable for the brand's key demographic,” she says. Also, consider how your mascot might impact your future business leads. “Brands need to be careful with the [demographics] they are hoping to become their customers, and whether having a mascot aligns with their core audience and brand perception.”</p>



<p>So, take a line from the Pillsbury Doughboy, Michelin Man or Duracell Bunny at your next marketing meeting—and dream up the next great mascot.</p>



<p class="has-small-font-size"><strong><em>Photo of Platty from Chowly.com</em></strong></p>



<p></p>

Alexandra Frost

Discover why experts say a mascot doesn’t just add fun to your brand but boosts engagement and sales. Learn how to use a mascot effectively.

There’s a reason your kid is so attracted to that Frosted Flakes box—and it has a lot to do with the cool tiger, not just the sugary flakes. Mascots have | SUCCESS

Is Your Brand Missing… a Mascot? 

Does Your Brand Need a Mascot? | SUCCESS

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Rikki Bleiweiss

Close-up of a copy of the Nobel Prize medal.

news

news Archives

news Archives | SUCCESS

<p>Every year, a handful of economists earn a place in history. The <a href="https://www.nobelprize.org/prizes/lists/all-prizes-in-economic-sciences/" target="_blank" rel="noreferrer noopener">Nobel Memorial Prize in Economic Sciences</a> recognizes the people whose ideas change the way we think about wealth, work and the forces that drive economies. Since 1968, the Nobel in Economics has spotlighted research from long-term growth trends to the shocks of financial crises, mapping the forces that shape wealth across generations. </p>



<h2 class="wp-block-heading" id="h-from-past-to-present-how-historical-innovations-shape-today-s-economy"><strong>From past to present: How historical innovations shape today’s economy</strong></h2>



<p><a href="https://www.reuters.com/world/mokyr-aghion-howitt-win-2025-nobel-economics-prize-2025-10-13/" target="_blank" rel="noreferrer noopener">This year</a>, the Nobel Memorial Prize in Economic Sciences went to Joel Mokyr of Northwestern University, Philippe Aghion of the Collège de France and the London School of Economics, and Peter Howitt of Brown University. Their work, spanning decades and continents, focuses on how <a href="https://successcom.wpenginepowered.com/10-things-effective-leaders-do-to-encourage-innovation/">innovation</a> drives economic growth and how new technologies inevitably replace the old in a process termed “creative destruction.”</p>



<p>Mokyr, an economic historian, looks to the past, examining centuries of industrial and technological change to understand how ideas shape prosperity. Aghion and Howitt, meanwhile, use mathematical models to explain how innovation spreads through economies, displacing older industries while creating opportunities for new ones.</p>



<p>They argue that important milestones in history, such as the Industrial Revolution, were not isolated events but the culmination of centuries of scientific inquiry, intellectual exchange and cultural openness. They posit that for innovations to succeed one another in a self-generating process, it is not enough to know that something works; we also need a scientific understanding of why it works.&nbsp;</p>







<p><a href="https://www.nobelprize.org/prizes/economic-sciences/2025/popular-information/" target="_blank" rel="noreferrer noopener">Mokyr</a> distinguishes between “propositional knowledge” (understanding why something works) and “prescriptive knowledge” (knowing how it works). Before the Industrial Revolution, most advances relied on practical know-how without the scientific understanding behind it, limiting progress. The fusion of these two forms of knowledge, Mokyr argues, was what ultimately sparked the Industrial Revolution of the 18th and early 19th centuries and modern economic growth.</p>



<p>Their philosophy stretches not only into how we view essential and revolutionary moments in economic history, but also how we understand our own progress as humans. It suggests that innovation is more than invention; it’s a reflection of our collective curiosity and drive to improve. Each leap forward stands as proof that humanity’s greatest strength lies in its ability to learn, adapt and build on the ideas of those who came before.</p>



<h2 class="wp-block-heading" id="h-creative-destruction-in-the-ai-age"><strong>Creative destruction in the AI age</strong></h2>



<p>Creative destruction might sound like something out of a sci-fi movie, but it’s really just a way of describing how progress works. It’s the idea that for something new to thrive, the old has to give way—outdated businesses close, technologies evolve and industries are reshaped. It can feel messy or even unsettling in the moment, but it’s also the engine that drives innovation, creates opportunities and keeps economies moving forward.&nbsp;&nbsp;</p>



<p>According to findings from a <a href="https://www.ibm.com/thought-leadership/institute-business-value/en-us/c-suite-study/ceo" target="_blank" rel="noreferrer noopener">May study</a> of 2,000 business leaders by the IBM Institute for Business Value, we are witnessing the clearest example yet of an era of creative destruction. <a href="https://successcom.wpenginepowered.com/from-the-editor-ai-innovation/">AI is transforming entire industries</a>, replacing old processes with faster, <a href="https://successcom.wpenginepowered.com/ai-tools-for-small-business-growth/">smarter solutions</a> and forcing companies to rethink how they operate. Jobs, workflows and business models are being reshaped at a pace rarely seen in history.</p>



<p>According to the study, the AI age is “burning away outdated habits that suffocate growth.” The authors add: “While it’s unclear what exactly will emerge from the ashes, this reset makes room for fresh ideas to flourish.” IBM reports that leadership teams are rethinking every aspect of their organizations in response to AI. The executives who <a href="https://successcom.wpenginepowered.com/ai-leadership-skills/">lean into change</a>, rather than resist it, are the ones thriving.</p>



<h2 class="wp-block-heading" id="h-progress-builds-on-the-foundations-of-the-past"><strong>Progress builds on the foundations of the past</strong></h2>



<p>“The laureates have taught us that sustained growth cannot be taken for granted,” the Nobel committee <a href="https://www.nobelprize.org/prizes/economic-sciences/2025/popular-information/" target="_blank" rel="noreferrer noopener">said this week</a>. “Economic stagnation, not growth, has been the norm for most of human history. Their work shows that we must be aware of, and counteract, threats to continued growth.” They added that Mokyr’s research highlights that for innovations to build on each other successfully, it’s not enough to know that something works—we also need a scientific understanding of why it works. </p>



<p>True progress doesn’t happen overnight, it grows from what’s already been achieved. Just as economies evolve by refining and expanding existing ideas, individuals and businesses succeed by doing the same. Lifelong learning, curiosity and skill development aren’t just ways to stay relevant—they’re the drivers of innovation and opportunity.</p>



<p>Entrepreneurs know that breakthrough ideas often start with a look back. They analyze what worked, what didn’t and why, using those insights to uncover gaps and spark new solutions. Learning from history isn’t about repeating the past. It’s about building on what has come before to create what comes next.</p>



<p class="has-small-font-size"><em>Photo by AntonSAN/Shutterstock</em></p>

Discover how Nobel Prize-winning economists reveal innovation’s roots in history—and why learning from the past drives future growth.

Discover how Nobel Prize-winning economists reveal innovation’s roots in history—and why learning from the past drives future growth. | SUCCESS

Nobel Prize Winners Show How Innovation Builds on the Lessons of the Past

How Nobel Prize Winners Show Innovation Builds on the Past | SUCCESS

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<p>The idea of a <a href="https://successcom.wpenginepowered.com/neil-patel-talks-personal-branding-and-success/">personal brand</a> in marketing is nothing new. Taylor Swift. Orville Redenbacher. Oprah Winfrey. These are all names that immediately evoke a product, a sentiment, an experience. Yet the strategy of applying one’s personal attributes to a business isn’t just for music, popcorn and media moguls. In fact, experts say every business should be bolstered by its owner’s personal brand. Plus, learning how to brand yourself isn’t as daunting as it might seem. </p>



<p>“Research suggests faces were the first logos, and people were the first brands,” says Chris Malone, co-author of <a href="https://amzn.to/43iEE7I" target="_blank" rel="noreferrer noopener"><em>The Human Brand: How We Relate to People, Products, and Companies</em></a>. “This notion that small business should be built on personal brands is an old idea, but still perfectly on-target.” Businesses historically have been built on customer service and the unique qualities the proprietor brought to the operation, points out Malone, who is now a consultant after 20 years of marketing for brands such as Coca-Cola, the NBA and Procter &amp; Gamble. “The more you are out in front and interacting with the customer, the more you are judged in human terms—that’s when trust and loyalty are built.”&nbsp;</p>



<p>Personal branding refers to establishing and promoting what you stand for—it's your unique combination of skills, experiences, values, and the way you express them to the world. In today's increasingly digital landscape, a personal brand is no longer just nice to have; it's expected.&nbsp;</p>



<p>Whether you're a professional climbing the corporate ladder, an entrepreneur building a business, or a creative showcasing your portfolio, personal branding helps you stand out in the crowd, communicate your distinct value proposition, and build meaningful relationships that can lead to career advancement, business growth, or creative collaborations. Here’s how to do it.&nbsp;</p>







<h2 class="wp-block-heading" id="h-why-personal-branding-matters-nbsp">Why Personal Branding Matters&nbsp;</h2>



<p>Your unique story can play an important role in building your career. A strong personal brand can significantly impact job opportunities. It can differentiate you from other professionals in your field, establish credibility by demonstrating your expertise and unique qualities and create authentic connections with your target audience. These connections help you to attract like-minded professionals and opportunities that align with your values and goals. It also gives you more confidence and control over how others perceive you. Finally, having a solid personal brand gives you more visibility in a crowded market, helping you stand out and reach a wider audience. </p>



<h2 class="wp-block-heading" id="h-steps-to-building-your-personal-brand-from-scratch-nbsp">Steps to Building Your Personal Brand from Scratch&nbsp;</h2>



<p>Ready to get started on how to build your brand? Here is a simple <a href="https://successcom.wpenginepowered.com/a-five-step-guide-to-branding-yourself/">step-by-step guide</a> on how to create a strong personal brand.&nbsp;</p>



<h3 class="wp-block-heading" id="h-1-define-core-values-and-what-makes-you-unique">1. Define Core Values and What Makes You Unique</h3>



<p>Start by identifying your unique strengths, expertise, talents and what sets you apart from others in your field. Consider what problems you solve, what perspectives you bring and what you want to be known for. Ask yourself questions like:</p>



<ul class="wp-block-list">
<li>What motivates you?</li>



<li>What characteristics others have complimented you on?</li>



<li>What does success look like to you?&nbsp;</li>
</ul>



<p>Most importantly, your personal brand should authentically reflect who you genuinely are and what you want to achieve.&nbsp;</p>



<h3 class="wp-block-heading" id="h-2-take-cues-from-mentors">2. Take Cues From Mentors</h3>



<p>As you’re establishing your brand and goals, look for successful examples to follow. Research your industry to find these success stories. Schedule some informational interviews with <a href="https://successcom.wpenginepowered.com/build-your-personal-brand-gary-vaynerchuk/">industry leaders</a> you admire. You can even look at how celebrities and influencers brand themselves. Find ways to replicate what they are doing, but be sure to put your own unique spin on it.&nbsp;</p>



<h3 class="wp-block-heading" id="h-3-identify-your-target-audience">3. Identify Your Target Audience</h3>



<p>Determine who you want to reach. It could be potential employers, recruiters, clients, industry peers or a specific community. Understanding their needs, challenges and where they spend time will guide your personal brand strategy, including content and messaging. To do this effectively, create a marketing persona of your ideal customer by answering questions like:</p>



<ul class="wp-block-list">
<li>Who will find my content relevant and useful?</li>



<li>Where are they located?</li>



<li>What are their job titles?</li>



<li>What are their goals?</li>



<li>What challenges or pain points do they face?</li>



<li>Where do they spend their time online and in-person?&nbsp;</li>
</ul>



<h3 class="wp-block-heading" id="h-4-develop-your-message-and-visual-identity">4. Develop Your Message and Visual Identity</h3>



<p>Create a clear, compelling narrative about who you are and what you offer. This includes your bio, tagline, and key messages. Establish <a href="https://successcom.wpenginepowered.com/future-proof-brand-modernize-image/">visual consistency</a> across platforms with professional photos, color schemes, logos, fonts, and other design elements that reflect your personality and niche. It’s also helpful to prepare an elevator pitch to have ready to share wherever you are so you can confidently and quickly know how to market yourself.&nbsp;</p>



<h3 class="wp-block-heading" id="h-5-build-a-content-strategy">5. Build a Content Strategy</h3>



<p>A huge part of branding for success involves having a succinct, consistent content strategy. This includes building an effective website and knowing how to brand yourself on social media. Create valuable content that is original and helps your audience solve a problem, which, in turn, helps you build a relationship with them as they see you as an expert they can rely on.</p>



<h3 class="wp-block-heading" id="h-6-monitor-and-evolve-your-brand">6. Monitor and Evolve Your Brand</h3>



<p>Pay attention to how others perceive you, gather feedback and be willing to refine your approach. Your personal brand should grow with you as your career and interests develop, while maintaining core elements that people recognize and trust.&nbsp;</p>



<h2 class="wp-block-heading" id="h-how-to-market-yourself-authentically-nbsp">How to Market Yourself Authentically&nbsp;</h2>



<p>When it comes to the <em>how</em> of personal branding, there are two ways to humanize a business, says <a href="https://www.linkedin.com/in/michaelfishman1" target="_blank" rel="noreferrer noopener">Michael Fishman</a>, a marketing consultant and founder of the Consumer Health Summit.</p>



<p>You can position the organization behind a person: <a href="https://successcom.wpenginepowered.com/article/tony-robbins-how-to-change-your-life">Tony Robbins</a> or Mario Batali are two examples. In these cases, the individual embodies the business and its mission, and his or her name and image are front and center of everything the business tackles.&nbsp;</p>



<p>The other model does not tie the organization’s name to its proprietor, thus freeing it up for future ownership changes. Yet the business is tightly connected to the persona of a leader. <a href="https://successcom.wpenginepowered.com/article/tony-hsiehs-next-act">Zappos’ Tony Hsieh</a> was an example of this model.&nbsp;</p>



<p>In expressing your personal brand, keep the following advice in mind:&nbsp;</p>



<ul class="wp-block-list">
<li><strong>Be real.</strong> “The most effective marketing is not slick and polished, but has an authentic, friendly quality,” Fishman says.</li>



<li><strong>Be vulnerable.</strong> Find ways to tell stories of your failures—both in business and in your personal life. Admit that you’re sometimes overwhelmed by family life or stumped by a business challenge. “When people are willing to display their quirks and failures, trust is formed,” Fishman says.</li>



<li><strong>Be transparent.</strong> “Showcasing true stories is more powerful than impressive credentials,” Fishman says. Client testimonials, case studies and statistics about how many people you helped (and by how much) all have the power to influence. “A first-person story is far more compelling than academic degrees or awards,” Fishman says.&nbsp;</li>
</ul>



<h2 class="wp-block-heading" id="h-self-branding-tips-for-a-strong-online-presence-nbsp">Self-Branding Tips for a Strong Online Presence&nbsp;</h2>



<p>In this period of digital prominence, it’s essentially impossible to build a brand successfully without social media, websites and content creation. Use these tools for branding yourself online:&nbsp;</p>



<ul class="wp-block-list">
<li><strong>Your image.</strong> “I’m surprised how many people don’t have a personal photo on their website,” Fishman says. A <a href="https://successcom.wpenginepowered.com/article/face-facts-zoom-in">headshot</a> “immediately warms up any situation and puts down the roots of a trusting relationship,” he says.</li>



<li><strong>A blog.</strong> Yes, you may have paid a copywriter a lot of money to create a brochure, ads and web copy. But a blog post that captures your personality, humor or humility is far more likely to connect with the customer, get shared and be remembered.</li>



<li><strong>Social media.</strong> <a href="https://twitter.com/successmagazine" target="_blank" rel="noreferrer noopener">Twitter</a>, <a href="https://www.facebook.com/SUCCESSmagazine" target="_blank" rel="noreferrer noopener">Facebook</a> and <a href="https://www.pinterest.com/successmagazine/" target="_blank" rel="noreferrer noopener">Pinterest</a> are all great avenues to reach potential clients and let your personality shine. By sharing articles you feel are important, or recommendations for products you truly believe in, you curate the world through your lens and build authority in your community and industry. Encourage customers to voice their concerns via social media and respond to them publicly, showcasing the type of personal service customers can expect. The way you interact with customers and your staff is the essence of personal brands.</li>



<li><strong>Videos and podcasts.</strong> It’s easy and inexpensive to <a href="https://successcom.wpenginepowered.com/article/online-video-branding">create short video</a> blog posts and podcasts. You can speak your opinions or advice into a camera or interview other experts or customers. In the past few years, video has proved to be the fastest-growing segment of Internet media.</li>



<li><strong>Authorship.</strong> Writing books—whether through a traditional publishing house or by self-publishing—is a great way to establish credibility for your subject. If you have a knack for prose or can hire a ghostwriter who does, a book can be a source of rich anecdotes that make customers fall in love with you.</li>



<li><strong>Day-to-day operations.</strong> Personal branding is highly focused on what you share with the outside world. But how you conduct yourself and your business on a daily basis is even more critical, Malone says. The way you dress, the way you speak to customers and employees and the attention you pay to the quality of your work are the most powerful ways you communicate what is unique and special about your organization and yourself.&nbsp;</li>
</ul>



<h2 class="wp-block-heading" id="h-create-an-effective-personal-brand">Create an Effective Personal Brand</h2>



<p>The value of investing in personal branding is priceless. By showcasing your unique story, values and skill set, you will learn <a href="https://successcom.wpenginepowered.com/brand-strategy-principles/">how to brand yourself as an expert</a> and reach your career goals. Don’t delay. Now is the best time to take the first steps toward defining or refining your own brand identity.</p>



<p class="has-small-font-size"><strong><em>Photo from iStock.com</em></strong></p>



<p></p>

Building a personal brand has never been easier. Use these self-branding tips to stand out in today's competitive market.

The idea of a personal brand in marketing is nothing new. Taylor Swift. Orville Redenbacher. Oprah Winfrey. These are all names that immediately evoke a | SUCCESS

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6 Personal Branding Tips to Win Customers in 2026 | SUCCESS

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Emma Johnson is a business journalist, gender-equality activist, and founder of the world's largest community of single moms, WealthySingleMommy.com. Emma and her best-selling book, The Kickass Single Mom, and her organization, Moms for Shared Parenting, have been featured in hundreds of national and international media outlets.

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Emma Johnson

<p>I’ve met a lot of entrepreneurs over the years—people who’ve scaled, disrupted and innovated. But every once in a while, someone leaves me thinking about something bigger than just business. That’s what happened when I spent time with Matt Ebert, the founder and CEO of <a href="https://crashchampions.com/" target="_blank" rel="noreferrer noopener">Crash Champions</a>.</p>



<p>Now, if you haven’t heard of Matt, let me catch you up. In 2019, he was running just six auto body shops. Fast forward to today: over 650 locations nationwide. A billion-dollar company. That kind of growth is rare. That kind of focus? Even rarer.</p>



<p>But what really got to me wasn’t just the business. It was the heart behind it.</p>



<p>It is ironic his company is called Crash Champions because what Matt really is a champion of is changing lives. What does that mean? Look at how he built a multibillion dollar business that now employs close to 11,000 people—over 9,000 of whom didn’t take the traditional college route, Matt included.</p>



<p>That speaks volumes about how he sees opportunity—and how any CEO should. What does “think different” mean? In Matt’s case, the business is built on people who are too often left behind in the conversation of success. Geniuses with their hands. Engineers who chose trade school over university.</p>



<p>Let’s be real: College will always be a way forward, but it’s not the only way. Look at Matt. Look at me.</p>







<p>As business leaders, we have to think about <a href="https://successcom.wpenginepowered.com/18-leadership-traits-that-should-define-your-legacy/">legacy</a>—the one we are creating. “Think different” is a great catchphrase, but it takes vision and guts to live it. Matt’s journey makes me reflect on where I’ve missed the mark, and it should challenge you, too.</p>



<p>We cannot afford to miss out on a whole group of talented, hardworking people who are ready to build careers. They deserve the shot to get to the starting line.</p>



<p>And this is what legacy is. This is our challenge as business leaders. Because legacy isn’t a logo. It’s not a valuation. It’s not a headline.</p>



<p>Legacy is <a href="https://successcom.wpenginepowered.com/8-ways-to-increase-your-impact-at-work/">impact</a>.</p>



<p>As entrepreneurs, we spend so much time chasing growth. But what are we growing <em>toward</em>? What if the real win isn’t just building something big, but building something that lasts and leaves a mark far beyond the balance sheet?</p>



<p>I think about <a href="https://successcom.wpenginepowered.com/driven-the-shark-tank-daymond-john-story/">my own journey</a>, from selling T-shirts on a Queens street corner to sitting in the <em>Shark Tank </em>chair. I didn’t do it alone. I had <a href="https://successcom.wpenginepowered.com/the-powerful-legacy-of-mentoring/">mentors</a>. I had chances. And I’ve made it my mission to pay that forward.</p>



<p>To me, legacy is not about being a business leader; it’s about being a blueprint. A map, a compass, a path others can follow to create the change they dream of.</p>



<p>So, whether you’re running a startup or scaling an empire, I’ve got one question for you: <em>Are you chasing success, or building a legacy?</em></p>



<p>Because that’s what will outlive you. That’s what really matters.</p>



<p>Stay grounded. Stay generous. And remember—every great business has the power to build something bigger than itself.&nbsp;</p>



<p class="has-small-font-size"><em>Photo courtesy of Daymond John.</em> <em>Discover more by subscribing to </em><a href="http://offer.success.com/success-plus"><em>SUCCESS+™</em></a><em> to read the print issue in its entirety and so much more.</em></p>

Daymond John

Discover how Crash Champions CEO Matt Ebert grew from 6 shops to 650+ locations while redefining success, opportunity and legacy in business.

Discover how Crash Champions CEO Matt Ebert grew from 6 shops to 650+ locations while redefining success, opportunity and legacy in business. | SUCCESS

Matt Ebert’s Legacy: Building More Than a Billion-Dollar Business

Matt Ebert’s Legacy: Building More Than a Billion-Dollar Business | SUCCESS

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Business & Branding