brand differentiation
1,053 posts
Why Should They Care?
The ‘For Lease’ sign attached to the first-floor window of the shopfront is one of half a dozen along Gertrude Street. And the sales copy on each of them does nothing to differentiate one premises from the other. The signs give us dimensions, details about the facilities and ‘good natural light’. Th
Giving Attention Vs. Getting Attention
The more people have to attend to, the harder it is to get their attention. Attention is a precious resource. And as with any resource, scarcity creates value. Our culture has taught us that those who can capture the most attention win—never more so than in the digital age. So, we devote a considera
Consistent, Persistent And Patient
The slim woman dressed in activewear, in line at the cafe next to the gym, orders a black coffee. As she’s handing over her card when the barista asks her the question he’s asked every single customer who ordered a takeaway coffee that morning. ‘Would you like a glazed doughnut for just $2 to go…
The Unexpected
Contrary to what we often believe, people want more than what was expected. We consistently underrate, undervalue, and underutilise our humanity.
Perfect Timing
An ideal audience isn’t just one that’s available—it’s one that’s receptive. When we say something is just as important as how we say it.
The Daily Opportunity
Meaningful progress doesn’t happen in a single, magical alignment of the stars. Opportunity can’t pass us by because it’s available to us in this moment and the next one.
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.
Growing Small
I remember landing my first ‘real’ job like it was yesterday. One of the big British supermarket chains was opening a huge store not far from where I lived in Dublin. It was good news for the hundreds of people who would be employed there—more jobs, more choice for consumers—a win-win. At fifteen, I
Nurturing Growth
When we begin to think in terms of nurturing (protecting something while it grows), we are compelled to be more intentional about how we grow—and focusing on how makes all the difference.
Showing Value
We can all benefit from learning to demonstrate, not just explain the value we create. Marketing and sales are about showing and telling.
On Finding The Right Customers
Building a sustainable and fulfilling business isn’t just about finding enough customers—it’s about finding enough of the right customers. Company-customer fit is unerrtated.
The Lost Art Of Storytelling
What stories will you tell today and why will they matter to the people who hear them?
Only Human
We need to constantly remind ourselves that we are neither all head or all heart and act accordingly.
Believed In
The one thing all successful ideas have in common is that they spread. But why?
Worthy
The people you’re trying to reach and resonate with are filtering. From the contacts you try to add on LinkedIn, to the clients you’re hoping to attract. They are deciding who is worthy of their permission and their time.
Stand Out
You, your product or your company can stand out by changing how someone feels about themselves in your presence, not just today, but every day.
The Value Of Discernment
The better we are at discerning who our right people are the more shared value we can create.
Exactly Who Do You Serve?
It’s easier to build the right business for the right people when you know who those people are.
Immeasurable Success
How we keep score changes the stories we tell, the businesses we build and the societies we shape.
The Power Of Owning Your Work
When we own the work we’re proud of it becomes more valuable to the people we serve. How are you owning the work you’re proud of?
