value
679 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.
The Flipside Of Persuasion
Sales and marketing are as much about understanding as they are about persuading.
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?
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
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.
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.
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.
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.
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.
Persuade On Purpose, With Purpose
If we’re in the business of making things that change people’s lives for the better, we must master the art of persuasion and help people to make decisions they’re glad about.
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?
