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Ideas. Insights. Inspiration.

Consistency is Critical


When I order my favourite drink from Starbucks, no matter which location I visit, there's an excellent chance it's going to taste the same each time. That's not an accident: there's a recipe for the drink and the baristas are trained on how to make it properly. Mistakes do happen on occasion, but generally, I get what I expect from Starbucks.


Great brands are about consistency.


But it's not just a company's products that need to be consistent.


A company's actions need to be consistent with its words.


"When Amazon.com launched in 1995, it was with the mission “to be Earth’s most customer-centric company..."


That line is from Amazon's own website.


But if you've ordered something recently from Amazon, you might have noticed something about the order confirmations you've been emailed immediately after clicking "Buy Now". They probably look something like this:


Notice anything missing?