I’ve been working in the technology gig for a while now. Before I joined Xero as Global Head of Brand Strategy & Marketing, based out of New Zealand, I ran marketing with Tait Communications, Coretex, and IBM in a number of international roles. I continue to be inspired by the potential technology offers people, business, and economies – both big and small.
Xero has been on my radar for some time. I was curious because not only does Xero have a great offering, there seems to be a genuine sense of values and purpose in the business. Xero is on a mission to rewire the small business economy for their benefit.
I’ve am now five weeks into the Xero journey, and I have had my initial impressions reinforced. The Xero team really believe in what they’re doing and are seriously motivated by playing a part in the game-changing work we’re doing in the accounting and bookkeeping industry.
The Xero values mean something here, and are discussed a lot. For example: being #human, and what that really means to the way we work with each other, our partners, and our customers.
Having an authentic brand is only becoming more important in our world, and for established brands and companies to realise an authentic brand is a profound undertaking.
I like to think Xero is making a genuine and concerted effort to build an authentic company, but we must also realise that for any organisation, doing this is more about the journey than the destination. One indicator that we are making progress is the recent recognition by Linkedin, which named Xero as the Asia Pacific winner of Linkedin’s ‘Bring Your Employer Brand to Life’ award.
A business is its people, so one of my priorities as Head of Brand Strategy & Marketing is to leverage the talent, passion, and capabilities of the people working at (and with) Xero. Xero is loaded with amazing people who have great talents. I believe in getting behind all of that talent and allowing them to do their best work. It is simply about unleashing the talent and passion within.
I’m keen to hear what you think about Xero and how we can do better to connect meaningfully with our customers and partners. Please drop me a line if you’ve got a thought you’d like to share, or you’d like to pass on feedback (good or bad) for me to consider.