A doughnut is sugar-coated on the outside.
Looks kind of appealing at first glance.
But on the inside, nothing.
Just a hole.
Most brands that say they have a sales problem, don't.
They have a 'culture' problem.
Their brand to the outside world looks the part.
But on the inside, it's empty.
And the people on the inside don't feel it.
And so, therefore, the customers don't feel it either.
It all starts on the inside.
Caveat:* if you make doughnuts, you should be a doughnut brand.