In my last post we explored the concept of a cornerstone and why it is so important to decision-making. I left you to ponder the question – “Can you have more than one cornerstone?” The short answer is no. Or should I say, you can but you will be defeating the underlying purpose of a cornerstone.
Wikipedia says the cornerstone is “…important since all other stones will be set in reference to this stone, thus determining the position of the entire structure”. So if there is more than one – which one determines the position of the entire structure? Which one will guide decisions about company strategy, pricing, product offering, pricing etc etc.
Let’s take MAYTAG as an example. Their cornerstone is dependability. And they do a very good job of staying true to that one central concept. Everything from product development, to pricing, marketing and even manufacturing are all driven from the concept of dependability. Now consider the implications if they had two cornerstones - dependability and bargain. Which cornerstone is used to make decisions? Can you have a credible message that highlights both of these concepts?
The key is that you own one cornerstone in your customers’ mind. Keep it simple, credible and stay true to it. One well constructed cornerstone is worth far more than multiple competing cornerstones. Strong brands are well-known for one overarching characteristic whether it be dependability, safety, excellence, or innovation.
I recently read a blog entitled “Riding High Through the Recession – What Jam Bands Can Teach the Brands“. The blog, by Rob Rush, really drives home the cornerstone point as it relates to customer experience. In the blog he highlights how hotel chains and other brands can learn from “jam bands” who stay true to their value proposition. In his blog he says ”…these jam bands can teach other companies and brands struggling to make ends meet a thing or two about successful branding. Keep your value proposition simple and remain true to it.”
I couldn’t have said it better myself!
So – back to the original question: ”Can you have more than one cornerstone?”
My response: At your own risk.
