Being in business is about making an impression on people. You want them to buy into what your offering. Take a high street store for example. They plaster their shop fronts telling you who they are what they offer and any promotions that might be of interest. However if you don't trust or recognise the branding you may feel wary about buying their products.
We try to make an impression every day. Why do people wear make up, buy new fashion, have their haircut because they want to make an impression. the aesthetics and the image you offer are really important not just the core service.
Business leaders dress smartly to give the image of power and wealth, a show of strength. This really important when negotiating as weakness cannot be shown.
What I'm trying to say is that business is all about showing people who you are, what you are. Your values, your lifestyle, your culture. It's not about sticking to the same its about creating a lasting impression.
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