business strategy

Why I’m Not Sold on Apple’s Mission Statement

As any new manager does when they enter a job way over their heads, Tim Cooks cautiously made little tweaks to the company. The whole world was watching him and any monumental change could cause a seismic shift in peoples trust in Apple’s brand. So Cooks thought changing the mission

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Gourmet Jelly Beans and the Power of Positioning

Businesses put a lot of energy into positioning their products and brand in certain ways in their consumer’s minds. Sometimes they can back up their phrases thoroughly; Pak ‘N Save has a policy authenticated by the Consumers Institute to prove their food prices really are New Zealand’s lowest! Other times

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