You’ve heard this hundreds of times in your life. It’s probably used most often as a warning to an employee. It’s been heard so often that no one ever questions the truth of it. They should. The history of business is littered with people who turned out to be indispensable to the success of their companies — as witnessed by what happened when they left. And the very definition of a strong brand is that there is no replacement for it. That’s when a brand is strongest; when people say they will only use that product. What would it take to make what your company offers indispensable? (And remember, if you say it can’t be done at your company or in your industry, you won’t do it.)
