Category: Company Culture

How Green Apple Works to Build Your Perfect Marketing Team

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When Green Apple was founded in 2012, we started with the commitment to always find the best way possible to serve our clients and support our staff. Rather than striving to become an agency with large office space, we wanted to stay nimble and find workspaces that were collaborative but not constraining. Instead of hiring dozens of full-time employees and trying to find ways to keep their plates full with projects our clients potentially didn’t need, we wanted to create a model that embraced the growing freelance economy to work with specialists who were building their businesses.

That’s where the concept of the Green Apple Orchard began to take root. The Orchard allows us to build the perfect marketing team for our clients by working with some of the industry’s top creative talent.

How the Green Apple Orchard Produces Even Greater Results for Our Clients

We employ a team of freelance specialists to offer the best talent.

The Orchard is comprised of writers, print designers, web designers, web developers, photographers, and videographers who serve on our accounts as Green Apple team members. Many of the Orchard members have decades of experience in their areas of expertise. Some would be too expensive to hire on their own, but we have access to their services because they enjoy working alongside Green Apple’s clients in addition to their other commitments.
We match you with team members with the experience or expertise you need.

The Green Apple Orchard becomes even more valuable as we begin to work with new clients. Each client that comes in at Green Apple undergoes a thorough onboarding period. During this process, we select Orchard members who will fit best with those accounts for the services they need (writing, photos, web design, web management, graphic design, etc.). We’re able to work with specialists from various backgrounds who often have direct experience related to our client’s industry.
We can grow our team quickly as your needs expand.

Your marketing strategies and tactics should evolve as your company evolves and trends change. This is where hiring an internal marketing team can become tricky. For example, if you want to drastically shift your approach from an inbound content marketing approach to a more targeted account-based marketing strategy, your internal team might not have the experience or skills to deliver. Because of the Orchard, we’re able to adapt our teams and services with clients as the relationship grows or your needs expand.

4. We maximize our hybrid model to meet your needs from around the world.

For the past decade, we’ve worked with specialists and talent from around the southeast. At the beginning of the COVID 19 pandemic, Green Apple officially embraced a hybrid office model that allowed our entire team to work virtually but still have access to a central meeting space for meetings, brainstorming, team building, open-space working, and team collaboration.

As a hybrid agency, we’ve become incredibly skilled at working with Orchard members from across the country. This allows us to tap into resources from literally around the world to meet our clients’ needs.

Grow Your Business Through the Orchard

Are you looking for a strategic, full-service marketing firm that has the experience and adaptability to meet your needs? Contact Green Apple Strategy today to schedule a consultation. Our team is happy to sit down with you to discuss your goals and how we can help you achieve them.

Having Trouble Hiring? Here’s How to Market to New Employees

Hiring employees is more challenging than ever – especially in competitive markets and industries. In fact, 90% of employers say it’s hard to find skilled candidates — and 76% of recruiters say it’s the biggest challenge they face (Source). Businesses are starting to realize that the way you market to potential employees is just as important as how you market to customers.

At Green Apple, we’ve helped companies in all kinds of industries tackle their hiring challenges. We’ve used our marketing expertise to create recruitment strategies that bring in top talent while staying true to each company’s culture and values. Here are a few best practices we’ve seen work to help businesses stand out in a tough hiring market.

The Secret Sauce to Attracting Top Talent

1. Make Your Company “the Unicorn”: Highlight What Sets Your Workplace Apart

It’s no secret that every company believes they’re a great place to work. But what truly sets your business apart? What makes you different from other companies fishing in the same talent pool? You can’t hire “unicorn-level” employee if they’re not inspired to submit their application first. Identifying and communicating your differentiators effectively can be the key to standing out.

Client Example: One of our long-time partners, Maxwell Roofing, needed to elevate their employee recruitment efforts to support their growth. In 2024, we helped them create a dedicated video that highlights their company culture, values, and what makes the company unique. We also developed marketing assets for career fairs and interview processes. These tools made their recruitment strategy more engaging and memorable, helping them connect with high-quality candidates.

2. Let Your Team Do the Talking

Let’s face it: every company’s website claims it’s a “great place to work.” But candidates often look for proof beyond the polished language. Allowing your employees to share their experiences and perspectives can add authenticity and credibility to your recruitment efforts.

Client Example: When we partnered with First Acceptance Insurance Company, we helped them launch the “FAICForward” initiative. This program celebrated employees who exemplify the company’s values, fostering a strong sense of recognition and engagement. Beyond strengthening their internal culture, this initiative became a powerful recruitment tool. By amplifying employees’ voices, they showcased an authentic culture that resonated with job seekers looking for a supportive and values-driven workplace.

3. Fishing for Talent? Build a Pond

Sometimes, waiting for the right candidates to come to you isn’t enough. Especially in industries like construction, where competition for skilled workers is fierce, creating your own opportunities to attract top talent can make all the difference.

Client Example: We partnered with Charter Construction, a leading commercial concrete contractor in Nashville, to revamp their internship program. By developing a more robust and engaging program, they not only attracted top talent from college career fairs but also integrated interns into their company more effectively. This proactive approach helped them stand out as a company invested in developing the next generation of construction professionals.

Recruitment Success Starts with Good Marketing

Hiring exceptional employees is no small feat, but approaching recruitment like a marketing campaign can yield great results. By focusing on your differentiators, leveraging employee stories, and building intentional pipelines, you can attract the talent your business needs to thrive.

At Green Apple, we’ve seen firsthand how marketing strategies can intersect with HR to create meaningful recruitment campaigns. If you’re struggling to find or attract the right employees, we’re here to help.

Learn more about our strategic planning services for employee recruitment and engagement, or contact our team to schedule a discovery call.

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How to Create a More Customer-Centric Culture

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It’s obvious when companies genuinely care about their customers, not just as purchasers but as people. As a customer, you want to feel valued and reassured that your purchase, experience, or service is satisfactory. Building consistent and reactive communication helps you develop long-term and loyal consumer relationships. So, how do you do this? You put the customer first. A customer-centric culture revolves around making the customer happy before, during, and after their purchase, ultimately earning established loyalty and higher growth. This strategy means listening to your customers and implementing what you learn from them. Not only does this practice make consumers satisfied, it helps you stand out from the competition for potential customers. While there are several methods of the approach, we’ve gathered a top five for you to review while you begin to design a customer-centric approach in your organization.

1. Invest In Your Team

Imagine you want to make a complaint about a bad experience. If you encounter a less-than-helpful person when expressing your concerns, you likely won’t return to that business. That’s why you want to hire employees who understand the value of customer relationships.

While these customer-facing individuals do drive revenue based on customer experience, that’s not their primary duty. More than anything, team members who work directly with customers ensure the customer is understood and satisfied with their experience. To avoid disconnection between customer service and other departments, strategically merge other divisions or schedule regular meetings. Customer service shouldn’t be only certain employees’ responsibility– it should be everyone’s. Though customer service isn’t the only factor in adopting customer-centric ways, hiring and collaborating with excellent people are guaranteed ways to make your customers feel more secure.

2. Have Empathy for Your Customers

Responding with empathy is essential when developing a successful customer-centric approach. These responses consist of implementing progressive thinking, understanding emotional needs, and genuinely caring about the individual’s concerns. Empathy is a learned and valuable skill for your team members to possess.

According to a PwC study, only 38% of U.S. consumers say the employees they interact with understand their needs. That is a monumental opportunity for your company to specialize in empathetic proficiencies and automatically outshine your competition.

3. Be One Step Ahead

When planning your customer-centric strategy, think of previous customer experiences, including:

Frustrations
Clarity issues
FAQs
Miscommunication
BONUS: “What If” scenarios

As a team, compile these trouble spots and either solve the hiccups or list the solutions on your website so your existing and potential customers can have their questions asked as soon as possible. You learn these areas of improvement by listening to your customers and are rewarded by their appreciation and extended business.

4. Prioritize Your Relationships First

Did you know that customers who have a good experience are 5X more likely to recommend your product or service than if they have a very poor experience? Relationships and customer satisfaction matter. Whether it’s fun communication through social media interaction or substantiating trust in B2B discussions, you want to know what your customers’ needs and priorities are before all else. Maybe it’s the way you respond or how you market toward products that create customer attraction to your brand. Research and listen to what your audience specifies; you’ll continue to build mutually beneficial relationships.

Ready to Build Your Customer-Centric Culture?

If you’re interested in learning more about how your business could thrive initiating a customer-centric business strategy, contact us today for a consultation! We’re excited to investigate the precise approach for you and your audience.

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What Your Marketing Team Wants You to Know

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So, you’ve hired or are thinking about hiring a marketing team. How exciting! Marketers are experts in organic website growth, targeting, customer journeys, algorithms, etc. to help your business escalate and stand out from the competition. You’ve answered the baseline questions, and you’re ready to enhance your marketing efforts. We’ve gathered a few tips from the marketer side to help you gain the absolute most out of your working relationship. Here’s what your marketing team wants you to know.

Agencies are an Extension of Your Team

When you hire an agency, you’re adding to your team. These are professional and skilled marketers who help you with strategies, measurement, content, and more. You need to have open communication and keep them frequently updated. Sharing what’s on your marketing agenda will introduce creative brainstorming processes, establish comradery, and save you time. Sample information to share:

Company events
Internal marketing strategies and goals
Target audiences
Internal and external company changes
Industry norms

Understand What Your Marketing Team is Doing

If you’re currently working with an agency or have an internal specialist, you have likely established the foundation of your goals, visions, and target audiences. That’s great! However, you don’t need to leave it at that. Keep yourself educated and informed about what is behind their strategies and judgments. Actively contribute your thoughts and knowledge about your industry. You’re an expert in your company, and your marketer is an expert in helping your company succeed. Truly grasping the process helps you long-term when establishing future objectives and goals–not to mention grants you confidence in your decisions and approvals.

Don’t Be Afraid to Ask Questions

Yes, communication is key. If you have questions about certain decisions, proposals, or processes that the marketer is executing, ask them! You hired them, and they want to help you understand how the strategies work and what the results mean for your business. Marketers don’t hesitate to find out what your pain points are—don’t be afraid to ask what you want to know!

Results Don’t Happen Overnight

While marketers would love to deliver your expectations immediately, it’s not that simple. Behind the success is deliberate campaign building, extensive researching, tailored design, and, in some cases, trial and error (especially in strategies such as inbound marketing). Include key team members early on during the onboarding process so that your marketer can hit the ground running with solutions. While there’s no guaranteed timeline for success, beginning with critical details or concepts helps save time and money in the long term.

Not All Marketing Plans are The Same

While it’s good to scope out similar businesses’ marketing efforts, don’t obsess over what other companies are doing. You shouldn’t tell your marketer to implement a campaign just because you see your competition doing it. If you’re working with an agency specifically, each of their clients has unique marketing plans depending on several factors. Some of these may include:

Marketing goals
Business needs
Company values
Allocated budget
ROI expectations
Target audience

Invest in a Marketing Agency, and They’ll Invest in You!

Odds are, you interviewed at least a couple of candidates or agencies throughout the hiring process and you decided on your final choice for a reason. Whether you were impressed by their case studies, felt a genuine connection when chatting, or liked their answers to your concerns, you wanted them as a part of your team. You’re investing in them, and they’re investing in you by driving results through SEO, sales funnels, social media marketing, website design, etc. Once any concerns are addressed and the onboarding process is complete, your marketing team or individual will know what direction to take, and with open communication, clarity is high.

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Meet the Team: Chris Song

Moving others emotionally, sparking meaningful change, and serving his community, are a few of Chris Song’s favorite professional responsibilities. As Green Apple’s PR & Content Strategist, he shapes and delivers clients’ stories to their target audiences, driving quantifiable results in ways that stay true to our clients’ brands.

Chris is a first-generation American from Memphis, Tennessee. He is a Vanderbilt University graduate with degrees in Human and Organization Development and Political Science. With a history in political communications, healthcare marketing, and public relations, Chris most recently spent two years working for Metro Nashville during one of the most challenging times in the city’s (and world’s) history. After being introduced to Samantha Pyle, Green Apple’s Owner and Chief Strategist, and connecting with the team, he instantly knew that Green Apple was his next career move. In addition to the immediate team chemistry, the exceptional work and passion of Green Apple undoubtedly sold him.

Chris is most excited about bringing his 15 years of expertise to Green Apple clients, telling their stories with purpose and sharing them in ways that make a measurable difference.

Living in Nashville for nearly two decades, Chris resides in East Nashville with his wife Lisa, their two children, and their black lab. Outside of the office, Chris enjoys fishing and gaming, as well as cheering on the St. Louis Cardinals and the Vanderbilt Commodores. His other hobbies include diving into DIY projects and listening to 80s and 90s music featuring a dramatic key change. Green Apple is delighted to welcome Chris Song to the team, and we are eager to see the stunning results he creates for our clients.

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Enneagram and Marketing: How Type Nines Bring Peace to Your Team

“The Peacemaker.” When you hire an Enneagram Type Nine, you’re hiring a teammate who is incredibly gifted with natural interpersonal skills. Type Nines are some of the most supportive, playful, and level-headed people you’ll ever meet. Although they have a difficult time with assertiveness or conflict, they will learn to thrive in an environment where communication and respect are encouraged. Once they become familiar with someone, that’s when their true personalities shine. Beyond bringing peace to your team, here are a few more unique characteristics that Type Nines bring to your marketing department.

They are Excellent Listeners

Type Nines are thorough. When you assign a project to a Type Nine, you can count on them knowing exactly what you want by the end of the conversation. They appreciate the details, whether that’s in conversations or tasks, and they want to help in the best, most organized way possible. They care about the needs of who they’re speaking with and connect with people in an organic way.

They Play Devil’s Advocate

Maybe the best thing about Type Nines is that they can see every situation from all perspectives. When asking for their opinion, expect to receive an honest and well-thought-out answer. Despite their dislike of conflict, Type Nines won’t simply agree to agree. When you’re presenting a marketing plan, Type Nines will be some of the best team members to notice the pros and cons, possible objections, and potential opportunities—hello, PR skills! They have a core standard of being open-minded and having a 360 point-of-view scope.

They Are Supportive

While Enneagram Type Twos are dubbed as the “cheerleaders,” Type Nines are also especially supportive toward their teammates (and anyone else in their circles). Type Nines are habitual mediators. They have the special ability to make others feel heard and can successfully communicate those feelings, ideas, or needs to others (just make sure they’re expressing their own needs as well!).

Type Nines will make your clients feel cared for and right at home. The genuine personalities of Type Nines are never in question, making their advice and actions tremendously trustworthy. Their commitment will leave clients and teammates knowing that their projects are in good hands.

They Will Make Everyone Feel Included

You don’t have to worry about Type Nines stealing any credit. These individuals will be the first to bring in (and recognize) other team members who they know have the right skills for a project. They’re remarkably skilled in making others feel valued and creating a space of peace. Because of Type Nines’ ability to see stories from every side, they are less judgmental than other types, creating a more inclusive environment where others feel comfortable being themselves. In collaborative sessions, they intuitively encourage results with a more productive creative space—no idea or question is ever wasted; it’s all a part of the process!

When working with a Type Nine, always be sure to return the favor and ask for their feedback. They may not be the first to speak up in a meeting or brainstorm session, but when they voice their thoughts, their ideas are important and valid, and you will want to hear them.

Ready to Spice Up Your Marketing Strategy?

Green Apple Strategy is a full-service marketing firm made up of creatives, strategists, writers, designers, and more who are ready to take your marketing plans to the next level. Contact us today to schedule a consultation. We’re ready to transform your goals and ideas into effective, measurable strategies.

Enneagram and Marketing: How Type Eights Lead Your Team

Do you have an Enneagram Type Eight on your team? If not, it might be time to, as they are certain to be a force of nature who leads your team toward growth. Named “The Challenger,” a Type Eight is usually self-confident, decisive, willful, and can even be confrontational at times—which they can often use to their advantage. When they’re at their best, Eights are protective and resourceful, which makes them exceptional leaders. To help you determine the best place for an Eight on your team, here are the qualities that make them stand out.

Type Eights are Not People Pleasers (In a Good Way)

You’ll never hear Type Eights being called pushovers or people pleasers. Their determination to get the job done, the right way, will steer them to say “no” when necessary—even if it’s the unpopular choice. An Eight’s passion and drive will lead the way, allowing them to make tough choices for the good of the team. If you ever worry that your team will be taken advantage of, send in your Type Eight to make sure that doesn’t happen.

Type Eights Gain the Respect of Their Teams

When you hire a Type Eight, expect them to rise through the ranks quickly, as Eights have a commanding presence that makes them natural leaders. They are usually the first to step up and protect their team while also finding ways to boost everyone’s confidence. Because of their strength, Eights typically find their way to the front of the pack, effortlessly gaining the respect of their peers along the way. It’s wise to put this person in a position where they can fight for you, so to speak, as they may feel bored or underutilized in more behind-the-scenes roles.

Type Eights are Self-Starters

While some need external encouragement and motivation, Type Eights draw from their passion to motivate themselves. You’ll find that even when you think their workload has slowed down, Eights are three steps ahead of the next move. Every team needs an Eight because those are the leaders who will work their hardest, even when you aren’t checking in on their progress.

Types Eights are Courageous

One of the primary characteristics that sets Eights apart is their courage. They will never back down and will be running full-steam ahead when others feel like giving up. The benefit of having this type of personality on your team is that their energy rubs off on their team members, giving everyone the motivation to come together and get the job done.

Ready for a Marketing Team that Will Move You Forward?

Our team enjoys learning more about each other through Enneagram Types and Culture Index surveys to ensure that we communicate and work together effectively. In the end, this is all to improve our clients’ marketing strategies and use our small team to garner big results.

Contact us today to schedule a consultation. Our team is happy to sit down with you to discuss your goals and how we can help you achieve each and every one of them.

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How Enneagram Type Sevens Bring Energy to All They Do

If you’re lucky enough to have an Enneagram Type Seven on your team, you probably already know the energy, playfulness, and innovation they can bring to a working environment. When you work with or manage a Type Seven, you’d like to empower them to use their talents in the most effective way possible. As you’re planning your next project, keep the following strengths in mind to provide your Seven with a role that best utilizes their unique skill set.

Type Sevens Embrace Empathy

Having a Type Seven on your marketing team means that you have access to a full-time cheerleader who can bring incredible energy to your work together. This is a huge asset when it comes to building a successful marketing strategy. In order to craft an effective approach, your team needs to cultivate enthusiastic empathy for your clients. Type Sevens are great at enthusiastically embracing a client’s mission, vision, and goals as their own. Their optimism and curiosity can bring energy to a new client’s needs or reinvigorate the approach to an existing client.

Type Sevens are Quick Learners

Enneagram Type Sevens thrive when they’re learning new material and explaining it to others. If you need to master a social media platform or understand a new search engine algorithm, put your Type Seven on the case. In just a few days, they’ll be experts on the topic, whether it’s monetizing TikTok or doing a deep dive into more effective SEO. Once they’ve mastered the material, have them present their findings to the team. Then, activate a Type One or Type Three to craft a marketing strategy to implement based on this new information. Your Type Seven will feel appreciated and you’ll have new information to use in service of your clients.

Type Sevens are Client Whisperers

With their zest for life and notable social skills, Type Sevens truly shine in client meetings, even over Zoom. You can count on a Type Seven to present your marketing strategy in a compelling way that will engage your clients’ attention. After the strategy meeting, you’ll probably find them making plans for lunch, drinks, or dinner with the client. Sevens subscribe to Peter Drucker’s belief that, “more business decisions occur over lunch and dinner than at any other time”—and they’re not wrong about that!

Type Sevens Bring Together Your Team

Sevens know that a team can do their best work when the members feel connected both to each other and to their shared professional goals. Sevens are great at fostering team spirit, especially among the shyer or more introverted members of a group. If you need to increase team cohesion, let your Seven plan a teambuilding activity or schedule a social gathering. They’ll build camaraderie and goodwill with impressive ease. Type Sevens believe the adage that “Culture eats strategy for breakfast.” They know that groups that feel connected and empowered can crush business goals more effectively than a team that’s experiencing disharmony.

Ready to Accelerate Your Marketing Strategy?

Are you looking to see what full-service marketing can do for your brand? Contact Green Apple Strategy today to schedule a consultation. Our team is happy to sit down with you to discuss your goals and how we can help you achieve each and every one of them.

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Enneagram and Marketing: Type Sixes Stay by Your Side

“The Loyalist.” Enneagram Type Sixes are exactly the kind of people you want to work with, as they are known for being committed, reliable, and trustworthy. While a six might tend to overthink and seek reassurance to know that they can trust you, they are loyal until the end when they feel secure in their relationships with friends, family, coworkers, and clients. Let’s take a look at what makes sixes a great addition to your marketing team.

Type Sixes Are Loyal

Once a Type Six has accepted you into their circle, you’re in for the long haul. This person will be your loudest cheerleader, rooting for you during every personal and professional challenge. They’ll lend you their full attention as they provide you and your team with consistency, trustworthiness, and collaboration. Fiercely loyal, Type Sixes can often be the glue holding your team together.

Type Sixes Are Planners

A Type Six can often overthink and overanalyze situations in their life, which helps them prepare for worst-case-scenario events in their personal and professional lives. They brace themselves, waiting for something terrible to happen. And, though it rarely does, you can be sure that your Type Six is ready and willing to handle whatever comes their way.

Type Sixes Make Calculated Decisions

You will never find a Type Six entering into a situation blindly. This person will look to their trusted friends, family, and mentors for advice on their biggest decisions. From the outside, this may seem like indecisiveness; however, a Type Six simply wants to be sure that they have all of the information they need before they move forward.

Type Sixes Are Realists

You might find that Type Sixes are suspicious of certain situations at work. It may even come off as pessimistic. But what you will actually find with Sixes is that they are realists who will not overly romanticize their new projects or client situations. They want to be positive, but they know that blind positivity won’t get the job done. In fact, they may even worry that being overly optimistic could help them to ignore potential problems coming their way.

Get to Know Your Marketing with Green Apple Strategy

We believe that knowing our strengths can help us build the perfect team for each of our clients. Ready to find a team designed just for your company? Contact us today to schedule a consultation. Our team is happy to sit down with you to discuss your goals and how we can help you achieve each and every one of them.

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What Makes an Enneagram Type 5 a Marketing Asset

“The Investigator.” Type Fives are known for being intense, cerebral, perceptive, and often isolated individuals; it’s no surprise if your mind immediately conjured an image of Sherlock Holmes! Type Fives strive to acquire as much knowledge as they can, making them life-long learners. Their worst fear is being viewed as useless or incompetent, especially in a professional setting.

One of our own Content Specialists working as a member of the Green Apple Orchard, Saxon McCullough, is a Type Five! What does this mean in regard to her work approach? If she encounters a subject she’s not entirely comfortable with, she goes into a deep dive of research to learn all she can about the topic before she begins writing. This is obviously a great approach to have as a writer, but this approach also serves as a pacifier to any anxiety she has about feeling inadequate in her professional role.

Aside from being a devout researcher and life-long learner, here are a few more traits of a Type Five that make these individuals an asset to your marketing team.

Type Fives Need to Observe and Contemplate

The basic desire of a Type Five is to hear from others, “You know what you’re talking about;” therefore, they are constantly internalizing ideas and concepts around them and contemplating how they can use this information to innovate.

Saxon sees this Type Five trait the most often in her work. She frequently explains to employers, when asked about her writing process, that if she has been given three hours to write an article, she will spend the first two hours immersing herself in research and absorbing everything she can about the topic. She is then able to hammer out the right assignment in no time at all!

Type Fives are Life-Long Learners

If you think about the Type Fives you know, you might find that they tend to love finding new hobbies to immerse themselves in. Whether it is all of sudden becoming obsessed with learning how to bake croissants or learning every detail about fly-fishing, Type Fives feel a need to be experts. When considering the Type Fives in your workplace, you will likely find that they have a strong desire to become a subject matter expert—the go-to for a specific problem or topic.

Saxon is that croissant person. She used to work at a coffee shop, and it wasn’t long before she had weaseled her way back into the kitchen and became Lead Baker. Is it because she has been a life-long baker since she was a child? Absolutely not! Her Type Five mind just happened to latch on to baking as the tool to make her feel adequate in her job, and the rest is history.

Type Fives Value New Ideas and Innovation

After we have acquired a sufficient amount of knowledge, Type Fives seek to use this knowledge to create new ideas and generate new understanding and insight. This means that these individuals are often distinguished problem solvers in the workplace (which are always good to have around).

Every workplace could benefit from someone who has the drive to look at a topic, internalize every aspect of it, and then flip it upside down and create a new perspective. Type Fives can help others on your team find new approaches to old ideas—an invaluable contribution!

Need Marketing Direction?

Are you looking for a strategic, full-service marketing firm with curious, innovative team members? Contact Green Apple Strategy today to schedule a consultation. Our team is happy to sit down with you to discuss your goals and how we can help you achieve each and every one of them.

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