Customers trust people, not companies.

Few things affect a company's brand as much as the employees. Let's face it - customers don't trust a company, they trust the people in the company. Richard Branson says this over and over again and Daniel Ek, CEO of Spotify, says it. Actually we don't have to make it any harder than that. The companys brand is tested in every contact with the employees.

Companies spend big money on building their brands. But it can all be destroyed in an instant if the employees can’t live up to it. Developing their professional reputation will build the culture of the company, and it’s potential and value will increase significantly.

Today we ought to desperately be looking for the indespensible who constantly challange the mediocre - people with passion, ambition, the ability to inspire and with the courage to act accordingly. Those who deep in their heart think that they can change things - people who probably never had to write a CV.