Challenging Conventions and Changing the Rules

Image: Amazon Ford Delivery

​Corporate Challenge: Distinguishing your brand from the competition by challenging conventions.

Ironbound Strategy: Brands that constantly create value for customers, employees, and society are able to successfully challenge conventions.

Ironbound Action: Michigan based Ford Motor Company recently teamed up with Amazon to change the convention of parcel delivery.  Who says packages always need to be left on doorsteps? Willing customers can now allow Amazon delivery to temporarily unlock trunks of new Ford vehicles to safely deliver packages.  Amazon and Ford consistently create immense value for their stakeholders, such that they can successfully succeed at challenging general conventions.  Great brands tend to always come up with outrageously innovative ideas.  Those that relentless create value for stakeholders have the easiest time implementing them.

​* Ford's domestic sales were around 2.6 million vehicles in FY 2018, with expectations to sell close to 2.7 million vehicles in FY 2019.  Amazon ships 1.6 million packages per day in the US.   Amazon’s Q3 revenues were $70B, up from $56B in Q3 last FY.