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1-Page Summary of Evergreen

Overview

It shouldn’t be difficult to keep your customers happy. If you know how, you can identify at-risk clients and keep them from leaving. Companies should also focus on their existing customers in order to cut costs and drive revenue over the long term.

Most flowers wither and die during winter, but some just stay green despite heavy snowfall. It’s the same with businesses; some companies seem to have a magic formula for staying fresh.

What’s the key to success? A focus on your customers, a strong community of users and great content are important for any company that wants to succeed in the long term.

Spiderman is a superhero. He helps people and does the right thing. In addition, he has superpowers that help him fight crime. Spiderman can teach us many things about business as well, such as how to make money by doing good for others; how to treat our customers like friends; and why we should fire some of them when they don’t deserve it.

Big Idea #1: The three most important factors in a business are character, community and content.

Bringing a Christmas tree home in the middle of winter is a beautiful feeling. Outside, most of the trees are bare, but you have the scent of sharp green pine in your own living room. That sense of renewal and fresh life are essential to business as well. How can we build more evergreen companies? We’ll show you how by following three Cs: The Character is the company bedrock that sustains Community, which benefits Content from that firm.

The first C is character. It refers to the brand’s identity and personality, which goes beyond the company story.

There are two guys who started a company called Apple in their garage. They were both named Steve and they built computers.

You might have heard about a kid who got bitten by a spider on a field trip. When he woke up the next morning, he had superpowers. Who’s that? Spiderman!

The next C is community. It’s about the human desire to connect with others and share common interests, beliefs, and values. Companies should create communities that align with their brand and help build these communities. The software developer Adobe has several different online communities where thousands of users can discuss its products and learn from each other.

And finally, the content refers to the company’s products and services. The product is what customers get for their money, but it also includes all of those intangible things that keep the company running.

Now that we’ve reviewed the three Cs model, let’s examine how it works.

Big Idea #2: A company’s values and beliefs are what define its character.

A company should be able to describe itself in a way that is similar to how one would describe a friend. To do so, the firm must define its character and make it clear. This will help customers trust the company and feel loyal towards it.

To start building a brand, don’t just describe what you do. Instead, ask yourself why you do what you do. Apple does this well; it has iconic ads that explain its character and customers know that they’re buying something special when they buy an iPad.

Compare that to Blackberry, who launched their first tablet in 2011. The device was stuffed with impressive high-spec technology, but it failed to sell because the company didn’t know why they were producing these devices. They weren’t sure of that answer and neither were their customers.

As you can see, it’s important to communicate your company character. But this isn’t about making up a fake persona for your business; you need to be genuine.

Zappos has a great reputation for its customer service. It does this by showing off every detail of products and providing videos featuring real employees talking about the shoes they’re selling. This approach reflects Zappos’ passion for its products, as well as its commitment to excellent customer service.