Stephen Covey’s timeless advice, “Begin with the end in mind,” has stuck with me for a very long time, and it guides how I approach my personal and business life.

It’s deceptively simple but powerful: know where you want to go before you take the first step. This is where vision begins. You have to take the first step, and I deeply believe in this idea as well. But you have to know where you’re going when you step off, otherwise you’ll likely get lost along the way. In practice, it can mean the difference between success and mediocrity.

If we take Covey’s advice seriously, it changes how we think about strategy, leadership, and our lives. Here are several key takeaways to explore. Listen to our latest podcast

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What you need to know:

Let’s take a detour this week from the news and do something entirely different. This week, we’d like to recommend a book. Below is our recommendation and a few key takeaways.

The book Be Our Guest from the Disney Institute is one of those rare business books that doesn’t just give you theory, it shows how an organization has lived its principles for decades and consistently set the bar for customer experience.

Disney may be in the business of theme parks and entertainment, but the lessons in this book translate directly to any company that serves people. Here are three takeaways that stood out to me, and that I think every business leader should consider:

1) Build a culture of service, not a script. Disney doesn’t rely on scripts to deliver magical experiences. They focus on building a culture where service is everyone’s responsibility, not just the job of the customer-facing team. Every cast member (what Disney calls employees) is empowered to solve problems, create moments of delight, and take ownership of the guest experience. The message is that if service is siloed into one department or reduced to “rules of engagement,” it won’t stick. A true service culture means equipping and trusting every person on your team to make customer decisions that align with your values.

2) The details shape the story. Disney is obsessive about details. From the smell of popcorn on Main Street to the spotless paint on a railing, everything is designed to reinforce a sense of magic. They call these “service clues”. It’s all the little signals, intentional or not, that shape how guests feel about their experience. This means recognizing that customers don’t just judge us by the big things like pricing or deliverables. They’re making mental notes about response times, how polished our materials are, and how consistent our messaging feels. Those details build (or erode) trust over time. If you want loyalty, make the details matter.

3) Experiences should be designed, not left to chance. Disney doesn’t hope people have a good time. They actually design the journey so that people will have a good time. That means mapping the customer path, anticipating pain points, and engineering moments that leave people feeling cared for. Too often, businesses stop at “good enough”: a working website, a standard onboarding process, a decent follow-up. But “good enough” rarely creates loyalty. If you want customers to come back, and even more, to advocate for you, you need to be intentional. Ask: What emotions do we want people to leave with? Then design the journey to deliver those emotions at every step.

Reading Be Our Guest was a great reminder that exceptional service isn’t actually magic. It’s intentional, it’s cultural, and it’s built into every detail.

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PAID ADVERTISING + BRANDING

Brand Awareness with PPC Advertising

Brand awareness is crucial for any business growth. Pay-per-click (PPC) advertising is a great tool for leads and sales, but should not be overlooked for top-of-funnel awareness as well. In this post, we’ll review how PPC can help with brand awareness, campaign types, key strategies, measurement, and more. 

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CONTENT MARKETING + SEARCH MARKETING

Keeping Your Content Aligned With Changing Search Trends

Online habits are constantly changing. That’s why it is so important to understand how your audience is using new tools and finding your business in the ever-changing online ecosystem. 

At Sanctuary, we’re constantly learning more about our clients’ audiences and adjusting our strategies to reach them in the most meaningful moments. Below are some ways you can start to think about your audience and how to align your content with new online trends. 

Read More

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STRATEGY

Grow Your Organization’s Revenue with a Comprehensive Digital Marketing Plan

Do you need a digital marketing strategy but you’re not sure where to start? Or maybe you’re unhappy with the results from your current plan? At Sanctuary, we focus on strategies that get results and help you grow your business. We’re leaders in marketing, and partners in growth. Learn more today!

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LEARNING “ON THE GO”

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Almost 100 free episodes of advice and conversations around improving and aligning your marketing, sales and operations to grow your business. Check it out here!

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KEEPING UP

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