Empty calories in the Whole Foods letter about becoming part of Amazon
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Empty calories in the Whole Foods letter about becoming part of Amazon

ByJosh Bernoff

Whole Foods has loyal, upscale customers who might be nervous about its acquisition by Amazon, so the company sent people a reassuring letter by email. It’s one of the most vacuous communications I’ve ever read. Now that Amazon is buying Whole Foods, will the retailer focus on online buyers? Will it expand its selection, including…

Companies with a purpose

Companies with a purpose

ByJosh Bernoff

Do your customers know who your company is? Do you? After my critique of Inovalon’s impenetrable “Who We Are” page, I began to wonder about purpose statements. My hypothesis is that companies with powerful, clear, differentiated statements about who they are have more effective employee teamwork and strong brands. Note that I don’t say that the statement causes…