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’. They don’t for a…Read More
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 considerable amount…Read More
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…Read More
Contrary to what we often believe, people want more than what was expected.
We consistently underrate, undervalue, and underutilise our humanity.
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.
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.Read More
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.Read More
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 thought…Read More
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.Read More
We can all benefit from learning to demonstrate, not just explain the value we create. Marketing and sales are about showing and telling.Read More