Working for the “shoe”
Dave’s and my mutual friend and mentor recently took a position as the CIO of Red Wing Shoe. His post about his first couple weeks is here.
When you hear agencies or other marketers talking about “authentic” communication and being real, Red Wing is a great example. It’s why I agree with Kathy Sierra when she pushes back (slightly) on community building as an end rather than a means to an end.
You first build loyalty, authenticity and community by creating a product that is so kick-ass that it inspires loyalty, authenticity, and community. Unless you are a site like twitter where the value is in the people itself, it rarely is the other way around.
Congrats to our friend Joe, I look forward to hearing about what inspires this inside the company.
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