Posts Tagged ‘belief’
How To Tell A Brand Story Customers Believe In
It was a slow Wednesday morning, and the smell of freshly baked croissants wafted from the new French bakery. The store was almost empty, as were the display cabinets that should have been teeming with tempting pastries at this hour. The rock music blared. The bakery assistant who wore yesterday’s apron and a half-hearted smile,…
Read MoreSuccess Is…
Not surprisingly there’s been a lot of talk in the news lately about winning. It’s a subject that’s never far from our minds, especially if we’re leading or building a business. Conventional wisdom dictates that someone has to come out on top, and if we believe this is true we want it to be us…
Read MoreChanging People’s Minds
We spend a lot of time trying to convince people of our opinion at work, in business and in life. If only we could attract more customers. If only the customers we had could be persuaded to spend more. If only our colleagues could see the sense of doing it this way? If only the…
Read MoreNo Success Without Fear
When Elon Musk unveiled his audacious vision to colonize Mars this week, commentators had as much to say about his hubris and lack or fear as they did about the plan itself. They remarked that Musk’s greatest strength is probably that he has never been afraid to fail. That’s just not true. Of course he…
Read MoreAre Your Marketing Goals Aligned With Customer Objectives?
As marketers, we often skip the important step of assessing our marketing goals against customer objectives. As a consequence, we fall in love with our message and forget to question what it is the customer needs to know or wants to hear. It’s not hard to check if this is true of your company—simply answer…
Read MoreHow We Drive Change
When we want to improve our diet we monitor what we eat and how much we exercise. When we want to change a toddler’s behaviour we look for opportunities to praise the good, instead of constantly shouting down the bad. We measure and reward the behaviour we want. In organisations, the things we measure and…
Read MoreThe Instructions We’re Looking For
It was probably Stephen Covey’s ‘7 habits’ that got us addicted to the idea that success had a formula, one that could be pinned down by a number and executed in stages. Now we’re wired to seek it out. The headlines we see in our digital publications are proof. We are tempted by the notion…
Read MoreThe Heart Of Customer Loyalty
Despite everything we know about the benefits of fostering customer loyalty, most of our marketing is designed to change what people think or do in the short term. We change the label from white to yellow to get a millisecond more attention. We offer discounts on product lines we want to shift and when we…
Read MoreAre Your Business Goals And Actions Aligned?
He pushed the door. It was only when it didn’t give that he noticed the handwritten “back in ten minutes” sign. John was already twenty minutes into his lunch break. He just didn’t have time to hang around to buy the new picture book he’d promised he would read to his daughter tonight. He swore…
Read MoreThe Three Steps To Articulating Value
It’s tempting to begin with product and service descriptions when you are communicating the value your business creates. Of course, it’s easier to start with what we know for sure. We list features, benefits and specifications—telling the customer as much as we can about ‘the what’. And all the while we’re doing it backwards. Intead…
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