Try not to become a person of success but rather to become a person of value.
~ Albert Einstein

To be or not to be, that is the question.
~ William Shakespeare

To Be or Not to Be.

Before all your To Do’s, check or create your To Be list — for what you want people to see and feel your brand as actually being.

1. Are you being real and honest? How, specifically, in your culture, branding and marketing?
2. Are you being helpful and responsive? How, specifically…?
3. At every touch point, are you being remarkable, not just checking off a to-do box?

BE the brand that cares more about being relevant than winning loyalty. Be more focused on your customer as a user, not a purchaser. There’s a reason Shakespeare didn’t write “To do or not to do” as the eternal question.