CTV Interview: We’re Not Happy Until You’re not Happy?
In segment #1, we talk about how Air Canada accidentally sold business class tickets at a steep discount and, rather than honouring its mistake, it gave refunds to customers who bought them. Watch the interview to see how AC – and other companies in the same position – could have turned lemons into lemonade.
In segment #2, we discuss Burger King’s co-opting of world peace as a means to one-up McDonalds. Our position, as we explain in the interview, is that companies should not take social impact stands gratuitously. We talk about how Bell (mental health) and Dove (inner beauty) have embraced social impact as a fundamental part of their branding and are reaping the rewards as a result.
In our book, “Why Should I Choose You?” (answering the single most important question in business in 7 words or less), we describe in detail how a company needs to create itself as a cause in order to attract people who are aligned with its values. This creates a stronger, deeper and more enduring bond with all of its stakeholders than just promoting features and benefits.