There is a whole family of stringed musical instruments that capitalise on resonance.
These instruments have additional ‘sympathetic’ strings, that are never touched, but are tuned to resonate in harmony with the normal strings. So when the instrument is played, a richer, more complex harmony of sound is made – almost as if the player has been given an extra hand.
Your Promise of Value is how your business is tuned. Everything you do, for customers; staff; suppliers, shareholders and the community around you needs to resonate with it.
That way, they become ‘sympathetic strings’ for your Promise, extending your reach and helping to make it truly believable.