“Your attitude, not your aptitude, will determine your altitude.” — Zig Ziglar
Building a brand in business is not an easy task. It takes diligence to a vision that is actually desired by the marketplace. The “fluff” of market placement and packaging serves as the vehicle to attain customers through recognition. Gaining the acceptance of safety involves similar techniques as brand building. Safety professionals know the “fluff” is key for customer uptake. That means focus on what can be achieved, not everything that is wrong: challenges are opportunities.