Lightning Rods — Why Are They Important?

lightning rods are personalities that attract others to your business. people respect and emulate them. they want to know about their whims, stories and advice. lightning rods reinforce your brand — your values and offering. they loosen sales inertia because people want to buy from those they like. they are not the same as your “talent” in that some of those people have personalities that don’t project as dynamically on behalf of your business. so…who are your lightning rods, and what are you doing to keep them happy? if you don’t have any on your side — it’s time to investigate why!