Strategy
1,155 posts
Worthy
The people you’re trying to reach and resonate with are filtering. From the contacts you try to add on LinkedIn, to the clients you’re hoping to attract. They are deciding who is worthy of their permission and their time.
The Value Of Discernment
The better we are at discerning who our right people are the more shared value we can create.
Exactly Who Do You Serve?
It’s easier to build the right business for the right people when you know who those people are.
The Power Of Owning Your Work
When we own the work we’re proud of it becomes more valuable to the people we serve. How are you owning the work you’re proud of?
Disappointment And Delight
You can find an opportunity to delight, especially when you disappoint. A mistake doesn’t always have to end in disappointment.
It’s Not For You
When you’re brave enough to put a stake in the ground, you will find your right people—those people who you can help.
Effective Change
Even though nine of her children emigrated to England in the 1960s to find work, my grandmother never travelled outside Ireland. She refused to taste cucumber, even though my English aunt insisted on making cucumber sandwiches whenever she came to visit. Even after her doctor told her cigarettes wer
On Persuasion
Persuasion is less about making people have a complete change of heart and more about finding common ground.
Faith Vs. Proof
We’re more likely to retain customers, get repeat sales and be recommended by simplifying the decision process.
Better Marketers Show And Tell
Every day, we sell ourselves in adjectives that sell us short. Leader, expert, communicator, specialist, efficient, experienced, better, faster, cheaper. We’ve forsaken the effort of showing, for the convenience of telling. There is a better way. Don’t just tell us about the features and benefits of
Do’s AND Don’t Do’s
It’s worth remembering that it isn’t only what we do that people notice— sometimes it’s what we don’t do that determines our results.
Purposeful Connection
It turns out that we don’t have to build trust and connection on the fly. We can do it on purpose.
Being Heard Is Overrated
It’s easier to be heard when we shout. But being heard shouldn’t be our ultimate goal.
Your Brand Is What You Consistently Do
What you consistently do—every time, without fail, differentiates your business.
The Unfair Exchange
‘That will be eight dollars,’ the woman, who is carefully weighing and wrapping two serves of freshly made fettuccine for us to take home, says. As my husband is about to hand her the cash, she takes another handful of the pasta from behind the glass and adds it to our package. She doesn’t announce…
Better Customers
When we know who we’re building for and what they care about, we get better.
On Being Valued
If we want to be valued for both the skills that differentiate us and the work that brings us joy, then we must find ways to articulate that value to our customers. Better stories create value.
Message Before Medium
Since our objective must always be resonance over reach, it isn’t the medium that should dictate our communication strategy—it’s the message.
Competence AND Character
As individuals and brands, we’re judged by our character, not just our competence. How does your character differentiate you?
Earned Loyalty
We have the privilege of working to be indispensable to customers and making them feel like they belong—instead of stuck. True loyalty is earned, not rewarded.
