intangible value
202 posts
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
Care Most
We mistakenly believe that we are powerless to make a difference in an all is lost moment when in fact the opposite is true.
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.
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?
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?
Make Your Customer The Hero
The best marketers give people something to believe in, not just something to buy.
Better Marketers Show And Tell
Every day, we sell ourselves in adjectives that sell us short. Leader, expert, communicator, specialist, efficient, experienced, better, faster, cheaper. We’ve forsaken the effort of showing, for the convenience of telling. There is a better way. Don’t just tell us about the features and benefits of
Your Brand Is What You Consistently Do
What you consistently do—every time, without fail, differentiates your business.
Competence AND Character
As individuals and brands, we’re judged by our character, not just our competence. How does your character differentiate you?
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 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.
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.
Begin With Wants and Needs
All successful businesses do two things. They fulfil the unmet needs and unspoken desires of their ideal customer.
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.
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.
The Value Conversation
What’s the value conversation your customer is having?
Everything Speaks
The fundamentals don’t garner loyalty. Customers want an experience. People don’t just buy what we serve—they buy how it makes them feel.
A Word About Product Market Fit
Successful businesses do great work for good customers.
