Editorial

Yogi Bera summed it up best when he said, “it is deja vu all over again”. That is my reaction every morning when I read the newspaper. Every morning it is the same old story: Trump tweeted, the Russians did something, Congress did nothing and the North Koreans are still scary. It seems like we are in an endless cycle.

However, just because some things feel like the proverbial déjà vu all over again, it does make them any less important. For example, I am talking about the timeless principles that Andersen was founded on: Think Straight, Talk Straight and the Appearance of Impropriety is Improper. I heard these all the time while at Andersen. These principles left indelible marks on my professional career and how I approach business and relationships. Just because I heard them over and over, even if it is just inside my own head, does not make them any less relevant.

The Rule of Seven is an old marketing adage. It says that a prospect needs to see or hear your marketing message at least seven times before they take action and buy from you. Whether it is seven or one hundred and seven, some things are just worth repeating. You know that with your brand. Why else does The Coca Cola Company continue to spend millions promoting Coke? Telling the story over and over is critical to sell your product or service.

So my question is this. What story are you telling to your employees or children every day? Are you even telling them a story or principle? Sure, it gets old repeating the same it over and over. However, we are humans after all, and we need continued reinforcement of ideas and principles to make them stick or drive us to action. If it is important to you or your company, you had better be telling your story. Don’t assume they already know it.

Who does not know what is in the curvy glass bottle or red can of cola? You can bet the folks at The Coca Cola Company will not let you forget it.

We’d like to thank Andersen Tax for its continued sponsorship. We have a very interesting and informative newsletter this quarter. If you have content, you would like published in a future newsletter just let me know.

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Sincerely,

Kirk Hancock

Editor