customer engagement
847 posts
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.
Earning A Competitive Advantage
Very few new businesses have an unassailable advantage that makes them the only choice for a prospective customer. Most don’t make measurably superior products or own proprietary software. They haven’t patented a secret formula, and they don’t necessarily have more resources or talent than the next
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…
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.
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.
Stories Make Us Stronger
We build more resilient families, companies and communities when we know who we are. We get stronger together when we prioritise finding, owning and sharing our stories.
Memorable Marketing
Memorable marketing isn’t just about what you say when—it’s about how you act at every moment.
The Flipside Of Persuasion
Sales and marketing are as much about understanding as they are about persuading.
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.
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.
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…
