Hi, this is Greg. Look for my book The Agile Brand on Amazon or on my website at the

agile. World. Welcome back to the Agile World. I'm Greg Kilstrom. In the last episode I talked about the first item in what I termed the Agile Brand Manifesto.

In my book The Agile Brand, I mirror the Agile Manifesto, which a group of software developers wrote in 2001, which really launched the Agile Movement.

So I go through four items that I... the agile movement.

So I go through four items that I believe any agile brand needs to adopt and value.

The first thing which I talked about in the last episode is valuing long-term customers over short-term sales and how really thinking in the big picture and the long term creates a more valuable customer base in the long term as well as a more valuable business.

In this episode I'm going to talk about the second item, which is dialogue, valuing dialogue with customers over broadcasting one-way marketing messaging.

The third thing is staying true to our values

over doing whatever we can to generate profits.

And the last one, which I'll talk about in a few episodes is continual improvement

over maintaining the status quo. So let's talk about dialogue with customers.

We often in the marketing world term the the broadcasting of one-way marketing messaging is kind of the the madman way of doing things and you know certainly if you're familiar with that show you you know exactly what that means but you're probably familiar with that anyway is this idea

that broadcast television radio print ads really messaging messaging and advertising that

really doesn't promote a two-way dialogue has a purpose.

It certainly will never go away.

There will always be some type of need for it but agile brands value dialogue with customers

over solely doing that so in other words there there's a mix there's a marketing mix

that that needs to be done. And that mix becomes more and more important

and those one way messages become less and less necessary,

the more dialogue you have with customers.

And similarly enough, the more word of mouth you have, the more you're giving your

customers vocabulary and information and things like that to give to other

...