Your brand depends on the stories you tell. All successful companies have them.
Foodservice. We all love it, and we all hate it.
Here at TMC, we're big fans of Seth Godin's daily insights. If you don't follow him, you should. In today's post, he talks about the downfalls of the "sort by price" mentality, and he argues that buying the cheapest widget almost never winds up being the right choice. Can you think of a time when you bought the cheapest item possible, and it wound up being the best option in the long run?
Let’s be honest. Though brands and product lines are important, potential buyers care more about what innovative foodservice equipment can do for them than they do about your company or story. No offense, but they really don't give a shit.