matter
444 posts
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.
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.
The Bounds Of Possibility
Now that we are no longer bound by the constraints of probability, we must face the fact that we have a responsibility to own what’s possible. Opportunity abounds.
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.
Begin With Wants and Needs
All successful businesses do two things. They fulfil the unmet needs and unspoken desires of their ideal customer.
When Subjectivity Wins
Successful brands craft and tell stories for their ideal customers—the people who are ready to hear and believe them.The more subjective we can be in our sales and marketing, the better.
Get Specific To Get More Customers
The more specific you can be about who your work is for and who it’s not for, the better your chances of gaining traction with more people.
Values, Choices And Strategy
Sharing your values, and better, demonstrating them to your customers is a smart strategy. How are you doing that in your business?
The Value Conversation
What’s the value conversation your customer is having?
Reverse Marketing
Who is the antithesis of your ideal customer? What’s the message you’d share to convince that person never to buy from you? When you can tell that story well, you’ll be something to someone.
Rethinking Customer Loyalty
What if instead of only measuring, rewarding and expecting loyalty, we started measuring how we demonstrate it?
More Vs. Enough
Our culture has taught us that we should multiply our effort to maximise our reward. But a sustainable business—one that is both viable and brings us joy, doesn’t always necessitate exponential growth.
Small Acts Matter
How we serve we serve matters. Our smallest acts have the power to make the biggest difference.
The Power Of A Shared Narrative
Many shoppers wandering the department store on Saturday are browsing. Some are buying. Most people the menswear assistant offers to help, decline. But one or two ask if a particular shirt or jumper is available in their size. The response depends. It depends on three things—the stock levels, the tr
Build Your Darlings
Build your darlings for the people you care about serving. Those people who will fall in love with how your work enables them to live the lives they want.
How Good Is Your Story?
A good story changes how we think. A great story changes how we feel and what we do.
Better Work Happens By Design
My parents both left school in their early teens. They and most of their peers were manual labourers, who didn’t get to choose the kind of work they did. They worked in factories or on building sites for most of their lives. Work for them was a means to an end—a way to contribute to…
