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Leverage the Power of Influencers: Charity:Water
Scott Harrison was a 28-year-old New York City club promoter living a life of excess when he realized, in his words, "what a selfish scumbag" he was being. In 2006, Harrison launched Charity: Water, a non-profit that works to bring potable water to developing nations. In five years, five million people in 19 countries now have access to clean water because of projects paid for by Charity: Water. The company's success is due in large part to its high-profile supporters: Adrian Grenier, Adam Lambert, and Jessica Biel are all vocal Charity: Water advocates.
Lesson: When your firm's offering isn't all that different from your competitors, attracting top-tier influencers to leverage your brand image can make all the difference.