Knowledge Centre

Knots for Thought

Each employee to be an ambassador of the organisation

“It is of the utmost importance to make sure that each employee is an ambassador of the organisation, that they are aligned with and live the value proposition and positioning principles. All areas of the business influence its reputation and position in the market. Is finance really not part of the marketing and reputation management of an organisation? They touch contractors every day and leave a lasting impression of who and what the business is.”
Juanita van der Watt, Managing Member at In the Knot.

Knots harness all opposing forces in a constructive way creating a stronger union – the whole is stronger that its parts.

“The ancient art of knot tying originated at sea, as mariners of years past recognised that linking individual strands of rope together in strategic ways created a stronger bond than a single piece of rope could ever hope to.

This same philosophy applies to business, as individual efforts must work together to contribute to the strengths of the whole, rather than working against each other in a way which can weaken the value chain of the business.

You therefore have to identify the key knots within your company’s value chain that you will need to tie and fasten to ensure that you stay relevant in the minds of your stakeholders, target markets and customers. These strands may include processes, customer touch points, desired experiences, employee behaviour, your value proposition and delivery.

It is important for organisations to integrate all activities and actions that have influence or contact with customers and stakeholders.

If all positioning, marketing, communications and stakeholder engagement efforts and activities are integrated and follow the same vision to create a consistent customer experience, a far bigger impact will be attained and it will increase overall return on marketing investment.”
Juanita van der Watt, Managing Member at In the Knot.