Strategy
1,155 posts
Better Than Maybe
As marketers, if the best use of our resources is to only speak to the people who want to hear from us, then targeting every maybe is not a great marketing strategy.
Memorable Marketing
Memorable marketing isn’t just about what you say when—it’s about how you act at every moment.
One Chance
How would things be different and better if we acted as if every chance to do the right thing was our first, last or only one?
Why Next?
We make more right moves when we stop to think how the next thing we’re about to take on aligns with our values, and if it’s helping us to get to where we ultimately want to go.
Soft Metrics
Hard data alone paint a two-dimensional picture of success. There’s nothing to stop us prioritising things we care about that can’t be reliably measured.
The Value Shift
Sally studied Film and TV at college. She wants to be a director one day. But that’s a distant goal. In the meantime, she’s decided to put the skills she learned in college to work. Sally built a website and started working for friends of friends on their promotional business videos. Sally is buildi
Reaching Resonance
The impact you make will depend on your ideas resonating with the right people—not just reaching the most people.
The Power Of Describing The Problem
t’s tempting to jump ahead to creating solutions before describing the root of the problem. But we can’t we begin to have honest conversations about how to solve problems before we own them.
The Role Of Rules
Doing what’s accepted or expected isn’t necessarily the right thing to do. It’s worth checking if the rules we hold dear, and fast to are helping the people we serve.
Who Do You Want To Be To Whom?
The key question for all of us, no matter what business we’re in, is who do we want to be to whom? When we lose sight of who we’re in business to serve, and why we lose more than our competitive advantage. We lose the heart and soul of our business.
How Obstacles Create Value
The better we understand the obstacle, the better we get at solving the problem. And the better we can describe the obstacle, the better we become at selling the solution.
Shame About The Weather
Some people have no choice but to pay attention to the weather. Pilots, fishers and farmers must make allowances for the state of the atmosphere on any given day. But for most of us, the weather isn’t a problem, unless we believe and declare it to be. And yet, we allow our thoughts about the…
When Marketing Works
Marketing works best when it’s in service of the customer.
What’s Your Customer Acquisition Strategy?
Successful selling is as much about customer discernment as it is about brand differentiation.
10 Benefits Of Strategic Storytelling
Stories do more than help us to tell and sell. Shared narratives are powerful catalysts for change and the building blocks of our culture.
Planned Progress
If you’re going to build the business you want, then you must be intentional about how you’re going to do it. There is no such thing as accidental progress.
The Empathy Advantage
On the face of it, the bus driver is paid by the hour to get passengers safely from point A to point B. But most of the value he creates for the bus company, not to mention the city, has nothing to do with his driving ability. It’s in the empathetic work of reassuring passengers…
Invest in Second Contact
Both businesses and the customers win when we prioritise affinity over attention.
Begin With Wants and Needs
All successful businesses do two things. They fulfil the unmet needs and unspoken desires of their ideal customer.
What’s Your Promise To Your Customers?
There are a thousand ways to stand out with a better story. And you get to pick one.
