Twin Brothers – Viability and Contribution

Marketing Playbook has a note on a conversation with Sidney Rittenberg:

We talked about the importance of culture and values in building great, long lasting companies, about how important it was, not just to be focused on the money but on a real vision of how what you do will make something better and on what kind of people you hire and what motivates them. Sidney then said something that really stuck in my head:

“Yes, the twin brothers of viability and contribution. Unless what you are doing is set up and made to be a viable enterprise, it won’t survive. But unless what you are doing makes a real contribution it won’t attract people, won’t stay vibrant and won’t last over the long run.”

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Rajesh Jain

An Entrepreneur based in Mumbai, India.