Messaging is crucial to the success or failure of your products or services. If you don’t create a message that resonates with the right people, it doesn’t matter how good the thing is you’re selling
The quality of your product is irrelevant if it’s not set in the right frame of reference, or context. Make sure your product is in an environment where it can be appreciated and it will sell. If the environment is wrong, the product won’t sell.
Treat candidates how you want to be treated (that is, with respect). Embed respect into hiring by adding process to operationalize the whole thing. And then stick to it.