Most companies feel that they should not boast about the achievements of their organisation or brand. “It is so wrong to show-off, to talk big,” goes the refrain. Dead wrong! If you have a reason to boast, do it shamelessly – it could just make a huge, huge difference to your long term success. So says Jack Trout and I totally agree with him.

1. If you are a leader, splash it! Example: “Fidelity Investments. Where 12 million investors put their trust”. Hindustan Times has been running campaigns for long talking about the fact that it is No.1 in readership in Delhi NCR.
2. If you have come out with a new technology, brag about it!
3. If you have a long, successful history, talk about it. Tabasco uses heritage extremely effectively, talking of Louisiana bayous and pepper mash aged in oak barrels. It organises Cajun cooking festivals and presents new Tabasco-laced drinks that originated in rural Louisiana oyster bars.

Not talking of your leadership or your distinctive achievements is helping out your competition. Now that’s not ruthlessness! Business is not about being Mr. Nice Guy.

Visual courtesy : https://www.flickr.com/photos/kenny_lex/