Old and stodgy? Why Jodi Berg set out to rebrand Vitamix Corp.'s image

The C — care — is the easiest one to understand but often is the most difficult to execute.
“Make sure you care for yourself in the process, and make sure you care for the people around you,” Berg says. “In an airplane, they say put your oxygen mask on first for a reason because you can’t help other people if you’ve passed out. You have to be functioning, and you have to be in good condition in able to lead.”
Then lastly, the E stands for embrace success — in any large or small form it may come.
“Oftentimes, we set a goal, and we think that we’re not successful until we achieve that goal,” she says. “In reality, every baby step that we take along the way, if that step gets us a little bit closer to that goal, then that is a success, and we’re moving in the right direction.”
By following the DANCE approach, Berg transformed Vitamix so the outside critics could see the exciting business she had seen all along.
How to reach: Vitamix Corp., (800) 848-2649 or www.vitamix.com