More sizzle on your sausage

Marketing people talk about how brands develop from competing in terms of product functionality, then differentiating through service quality, and eventually creating customer experiences aligned with brand values.  This journey has been humorously described as selling the sizzle rather than just the sausage.

Change managers often focus too much on the technicalities of the change, and on plans and analysis.  In delivering change it may be more important to create a compelling vision of the future and invite people to stand in it with you.  Only then will they give you the commitment and support required to really make things happen. So whilst the sausage is important, we must also sell the sizzle!