Think. Do. Say.

About the Author

Ron Tite is a distinguished figure in the world of marketing and branding. As the founder and CEO of the marketing agency Church+State, Tite has an extensive background in advertising, having served as a creative director and writer for some of the world's most respected brands. His work has earned him numerous accolades in the industry. In addition to "Think. Do. Say.", Tite co-authored the book "Everyone’s an Artist (or At Least They Should Be)" and has written a stage play titled "The Canadian Baby Bonus." His versatility extends to television writing and hosting the award-winning comedy show "Monkey Toast." Tite is also a sought-after speaker on topics related to innovation, branding, and corporate strategy, sharing his insights with organizations worldwide.

Main Idea

Ron Tite's "Think. Do. Say." presents a compelling argument for the alignment of thought, action, and communication within organizations. The book underscores the importance of consistency across these three elements to build trust and authenticity in a marketplace saturated with conflicting messages and dubious claims. Tite argues that when what you think, do, and say are in harmony, it creates a powerful and authentic brand presence that resonates with both employees and customers. This alignment not only fosters internal cohesion but also ensures that the organization's external communication is credible and trustworthy. The book's central thesis is that success in today's complex and chaotic world requires more than just innovative products or clever marketing; it requires a genuine and consistent expression of core beliefs and values.

Table of Contents

• The Chaos Part
• The Think Part
• The Do Part
• The Say Part
• Conclusion

The Chaos Part

The modern consumer landscape is characterized by an overwhelming abundance of choices and marketing messages, a phenomenon Ron Tite describes as "chaos." This chaotic environment is marked by the proliferation of products, brands, and promotional content, making it increasingly difficult for consumers to discern authentic messages from mere noise. Tite introduces the concept of "pitch slapping," where consumers are incessantly bombarded with insincere marketing pitches, leading to a state of exhaustion and mistrust. This constant barrage not only overwhelms consumers but also erodes their trust in brands and marketers.

In this section, Tite explores the role of influencers, who were once seen as authentic and trustworthy voices. Initially, influencers provided genuine endorsements, but as the practice became commercialized, their credibility waned. Tite explains,

"Consumers followed and listened to influencers because they didn’t pitch slap. They authentically and responsibly discussed the products they used, and they did it without compensation so they could be trusted." (Ron Tite)

However, as influencers started to accept payments for endorsements, their authenticity was questioned, leading to a significant breach of trust.