Promote Your Company’s Values
Our research into the marketing and promotion strategies of values-centered entrepreneurs has led to one unequivocal ﬁnding: The vast majority of our entrepreneurs use their values orientation to promote their products and companies. Overall, they seem less obsessed with conventional marketing techniques such as in-store promotion, product branding, price cutting, ﬂashy advertising, or catchy slogans, but more concerned about being authentic, informative, and appealing to customers’ intelligence. This diﬀerence in approach is both distinct and refreshing. The principal contrasts are displayed in Table 6.1.