Looks Matter

Looks are important. Let's not fool ourselves. So, is consistency. People put greater stock in organizations that offer a sense of consistency in what they say and how they say it, particularly when they are talking to different constituencies.

Consistency for the sake of consistency is bad. Yes. But, consistency for the sake of reinforcing a core purpose with diverse stakeholders ... far from bad. In fact, very good. And, when it looks good: all the better!