ideas
169 posts
The First Question Every Marketer Must Ask
It doesn’t matter if you are solopreneur hacking code in your bedroom, or a challenger brand trying to launch the next big thing. In fact this rule of thumb applies as much to high school kids begging for an extension on their end of semester essay assignment, as it does to Apple pitching us the…
Why Instagram Changes The Face Of Marketing
It’s no secret that I’ve been a huge advocate of Instagram as a customer engagement and brand storytelling tool since Pintrest was knee high to a grasshopper. I’m amazed that more brands are not taking advantage of what I believe is one of the most rich marketing and brand storytelling opportunities
What If You’re Not Selling To Joe?
In a Googleised world it’s now possible to get a logo designed within a few short days for just $40. I know because my friends at the design agency Mat Dolphin wrote a post about it for Creative Review, The £25 Logo. What’s a designer, a freelancer or a creative entrepreneur to do? You’re not…
Show Them What You’re Made Of
You could wait around until the CEO rubber stamps your ideas. Your book can gather dust for years until an agent discovers your writing and you can while away a decade in a cubicle wondering when Saatchi and Saatchi will call. Or you can simply show the world what you’re made of and pick yourself.…
Why ‘How To’ Is The Wrong Place To Start
I hardly ever write ‘how to’ posts, even though they are a great way to drive ‘traffic’ to your blog. If you want to do that, go write a great list post. Focusing on the ‘how to’ stops you thinking about the why and the what first. Most companies question, how they will get their…
How To Guarantee Failure
Do nothing. Don’t start. Sit on the fence. Avoid taking the first step. Stay in analysis. Stand still. Never ship. Look for ten different opinions. Act on none. Stop trusting your gut and feeling like gold dust. You are. Image by Christa Lohman.
What Is A Brand?
The American Marketing Association defines a brand as, “A Name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” Brands are much more to us than designs and symbols that differentiate. There are an infinite number of de
Only We
Starbucks has been the only coffee chain since the 90’s where you can legally buy a Frappuccino®. Try selling a whipped iced coffee with that name and you’ll be busted by the intellectual property police. You can’t call your customer service centre the Genius Bar® either, that doesn’t mean you can’t
The Comparison Trap
At the gym I can’t take my eyes off the tall, svelte, Scandinavian goddess who is sweating elegantly, on the cross trainer just in front. When I’m attempting a less than elegant blossoming lotus, I long for the balance and flexibility of the raven-haired beauty on the yoga mat alongside. With regula
It’s All Been Done Before
This is what I call ‘the pioneer’s lament’. It’s been my personal lament many a day. It goes something like this… You have a great idea. It could be for a product, service, a book, blog post, or a new kind of dog food. You start planning, taking notes, visualising the impact of said thing…
The Secret To Creating Products People Buy
The secret to the success of Facebook, Pampers, Innocent drinks, Instagram, Basecamp, Little Miss Match, Marie Forleo.com and on and on, comes down to one thing. The ability to stand in the customer’s shoes and see the world from where they are at. Have you questioned what you client’s worldview is
21 Ways To Nurture Your Ideas
Your mountain is waiting. So… Get on your way. ~ Dr Suess 1. Create an idea saving system. Find tools that work for you, Moleskine or Evernote anyone? 2. Be ready to capture ideas anywhere. J.K. Rowling tells the story of how Harry Potter “fell into her head” on a train journey. 3. Step away…
Change How People Feel Not What They Do
Every marketing decision you make should be prefaced with this question; “How will it make her feel?” Of course you want people to do, but you need them to feel first. When people feel they act. The feeling is what leads to the doing. Think about the websites and cafes you love to visit, the…
If Only
If only there were 26 hours in each day. If only they understood. If only the competition didn’t compete. If only there was more space. If only the economy wasn’t in such a mess. If only chocolate didn’t taste so good. If only the gym wasn’t so far away. If only they hadn’t launched first.…
Knowing For Sure
What you often want is a guarantee. The sure fire thing. The one that cannot fail. You will ask, how will I know for sure? What’s definitely going to stick? You will question if you are putting the cart before the horse, then try to work out how ‘most people in your shoes’, put horses…
How To Tell A Good Business Story
Start with the truth. Identify the worldview of the people you need to reach. Describe the truth through their worldview. ~ Seth Godin What picture are you painting of your business? Are you trying too hard to sound more professional, bigger, slick, more polished than the competition? Is your story
What Makes Ideas Matter?
Ideas are formed in the mind, but triumph in the heart. Your fabulous, worthy, well thought out ideas might have logical foundations. Logic though is not what will convince people to rally to your cause or click the ‘Buy Now’ button. So begin everything from where your audience is. Set out to delive
The Idea Manifesto
You will often hear it said that creating a manifesto is a great way to spread an idea. A few months ago I wrote this post about ideas and realised that what we really needed was a manifesto, to illustrate the messy truths and blurred edges of ideas themselves. One of my wonderful clients, graphic…
Why You Should Never Work For Coffee
If you’re a knowledgeable, skilled and gifted freelancer, solopreneur, designer, consultant, coach or someone with something valuable to share, I guarantee that you will get asked this question. “Can I buy you a cup of coffee, then we can, [insert information seeker’s agenda here]?” Don’t get me wro
How Do You Differentiate Yourself?
Life’s too short to sell things you don’t believe in. ~ Patrick Dixon Often the real value of the work you do isn’t what gets delivered in the package, during the session or in the ebook. In order to differentiate you need to really understand the effect of what you do, sell, offer or deliver…
