A “Dear Scott” Letter

Sometimes "A Dear John Letter" is used to end a relationship. But "A Dear Scott Letter" can signal the death of a brand.

I write a lot about the storytelling capacities of our best customers, but it is important to remember that your employees can also be a vital generator of good stories. Unfortunately, as Scott found out, they can also be quite dangerous.

As Seth Godin reminds us, the onus is on you to make sure that your business is remarkable. And considering that your employees are the ones that live and breathe your brand every day, they are going to be the ones who best know, understand and can articulate your story. The Dear Scott Letter shows that your "business" is not just the product or service that you sell, but the experience that you provide.