We have the Factiva Success Model, which ensures that each employee understands the strategy of the company and how their individual performance contributes to both its success and to its overall goals. As Alsop says, individuals within your organisation represent your brand. He uses the example of Fedex: when its trucks are on the road or their employees are wearing the Fedex uniform, they all represent the company. So as a CEO you want your employees to embody a strong brand and reputation. For me, the book reinforced a lot of things that Factiva is doing right to build a strong brand with a strong culture. Your firm's reputation and brand are your strongest assets and you must pay attention to them from both an internal and an external perspective.
- Clare Hart is president and CEO of Factiva.