First, let’s get on the same page about what a LIE is. A lie is an untruthful assertion in which the speaker intends to cause belief in the truth of a statement that the speaker knows to be false. Hence, a lie involves an intention to deceive. The speaker also implicitly assures the listener the statement made is true.
Do I think that marketing folks intend to lie? Of course not, and especially not credit union marketers. But it happens. Often and unknowingly.
“Marketers are paid to make promises that businesses have no intention of keeping.” Jeffrey Eisenburg said this in a presentation years ago, but he wasn’t talking about marketing. He was talking about company culture, that invisible component that causes businesses to rise or fall.
Culture is built upon three pillars within your credit union:
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