story strategy
7 posts
The Best Stories Are Lived
It’s Sunday afternoon, and I’m visiting the smallest branch of my favourite chocolate shop. It’s a fourth-generation, family-owned and operated business, and it shows. The enthusiasm of the assistants is palpable. ‘I’ve never worked for a company like this,’ the woman behind the counter says. ‘I’ve
People Want Places, Not Platforms
Whatever you’re building, think beyond features, functionality and design and think first about how the person you serve wants to feel when she arrives at the place you’ve built.
What’s Your Customer Acquisition Strategy?
Successful selling is as much about customer discernment as it is about brand differentiation.
Why You Need An If-Then Storytelling Strategy
It was a slow Thursday evening at the iconic sportswear store. There were more sales assistants than customers silently wandering through the displays across polished black tiles. Alan decided to approach a customer who had just picked up a premium shoe, turning it over to check out the price. ‘Can
What’s Your Customer’s Value Story
You may have read some version of the recent Tech Crunch article by Tom Goodwin that began with this observation. “Uber, the world’s largest taxi company, owns no vehicles. Facebook, the world’s most popular media owner, creates no content. Alibaba, the most valuable retailer, has no inventory. And
A New Book To Help You Create Ideas That Fly
I’ve spent the last two years writing, speaking and consulting about how to succeed by making your ideas resonate with the people you want to serve. My new book Meaningful: The Story Of Ideas That Fly is the culmination of that work. Our new digital landscape has spawned an entrepreneurial culture a
You Don’t Need A Marketing Plan
Every business has a plan. Even if it’s written on the back of a Post-it note. The plan talks about the idea. Who it’s for. How to bring it to market, at what cost and how to get the word out. That final piece of the puzzle is your marketing plan, and yes it’s usually…
