Coming up with a brilliant plan for your business? That’s the easy part.

Not easy easy—but way easier than getting your team to actually be it, love it, and live it every day.

You’ve done the grunt work. You’ve got the research, creativity, and strategy. Now, the real hard part begins: How do you get your entire company to buy in, believe in it, and deliver it for your customers?

Step 1: Start With the Truth (Down to the Uncomfortable Kind)

Let’s say you own Twist & Flout, a gift wrap ribbon company. Sales have been fine, but for the past 10 years, they’ve been… meh. You know something needs to change, so you dig in and start asking the tough questions.

You gather your leadership and creative team for a meeting and ask:

  • Who do we think we are?
  • What do we think we do?
Ask those 2 questions 5 different ways. You know you’re onto something when the quiet ones chime in. You get everyone present to where you are. Here and now.

Step 2: Big Dreaming

  • Who do we wish we were?

At first, the answers are vague — “We should make the world a better place,” “We bring people joy.” Nice, but not specific enough. So you keep pressing. Keep refining and watch the excitement build. You write it all on a big whiteboard and soon the same themes keep coming up. You all can land on “Twist & Flout is a rebellious ribbon company committed to making gifting fun and joyful.”

Boom. That’s the identity. That’s the answer to every question in your business.

Step 3: Teach Your Team to Think Like this New Person

Now that you know who you are, it’s time to make sure every decision — from marketing to customer service to product design — aligns with that identity.

You don’t need to micromanage every email or oversee every factory shift. Instead, you give your team one simple formula they can use in any situation:

IF (this is where we’re going) AND (this is who we are), WHAT WOULD WE DO?

  • IF we’re increasing sales AND we’re rebellious and committed to fun and joyful gifting,
  • How would we answer a customer’s email?
  • What should our social media sound like?
  • What kind of snacks should be in the waiting room?

If your identity is rebellious and fun, would you stock the waiting room with Pirate’s Booty or Goldfish crackers? Would you serve Dasani bottled water? Or would you go for Liquid Death? Or Topo Chico? Which one screams rebellious and fun and joy?

It’s not about snacks — it’s about alignment.

Every choice, big or small, is an opportunity to reinforce your brand’s identity.

And the best part? You don’t have to force your team to follow the strategy. Once they get used to the formula, it becomes like a second skin.

This isn’t about getting your team to “comply” with a new strategy. It’s about empowering them to live it. They’ll make the right choices—not because they’re following orders, but because they’re excited about who they’re being. It won’t be perfect from the get-go. Everyone will need to be reminding each other and having conversations about what this rebellious and fun identity would do. But the tide will turn. Eyes will sparkle.

Because when your entire company understands who you are and where you’re going, they won’t just follow the strategy. They’ll be excited about it. And so will your customers.

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