Be Thoroughly Authentic. Phonies can't fake
it forever. Slapping a cause on your label or donating to today's trendy
charity will not have a deep and lasting positive affect on your
business.
Topic for Discussion: Can you describe what
makes the Sundance Catalog seem to be thoroughly authentic?
Answer: First, it was started for the
purpose of generating cash to support artists and the environment. Second,
since 1969 this is what has been happening before our very eyes. Third, the
products carried in the catalog are only selected if they fit the
goals.
They are one of a kind and small runs of products
offered because that is what the artist have to sell. Harry pointed out that,
"Robert Redford is more than a famous person because Robert Redford stands for
a lot of things--support of the environment, support of the arts--that are
meaningful to people in America."
This congruence is
what attracted Harry to the project and it is certainly part of the reason
customers keep coming back.
You think about
it: Do your words and actions line up? Do you deliver what you publish
about your products and services? Do you, "walk the walk." Can you be trusted?
Do customers speak well of you?
