Words are powerful influencers. Having a common understanding and belief in what they mean shapes the future of our society, government and industry. The superannuation industry in Australia struggles to define the meaning of a word most fundamental to strategy - what is an ‘active’ fund member?
Brand and reputation are not always impacted by the things under our control. The halo effect of issues relating to our community or sector can create what I have termed ‘proxy accountability’ where your organisation is held accountable by its stakeholders for outcomes determined by the actions of others.