Posts Tagged ‘brand story’
What Problem Are You Solving?
Every venture capitalist will tell you that the best startup pitches focus more on the problem than on the solution. A potential investor may give you just a single sentence to make them understand why your idea will succeed in a world where most people have what they need. And yet, as business owners we…
Read MoreThe Brand Sweet Spot
Every time I upgrade my phone the guys at Virgin try to convince me that there are much better options than the iPhone. When they ask me why I prefer the iPhone I never have a definitive answer. It’s not always easy to put that kind of value into words. Think about your favourite brands,…
Read MoreWinning In The Difference Economy
I’m not sure what department stores look like on a Tuesday afternoon in your neighbourhood, but in mine they are like ghost towns. Whole floors full of stock that changes with the seasons waiting to be bought by someone (they don’t know who), who happens to stop by. We all know the stories of the…
Read MoreThe Truth About Starbucks And The $4 Coffee
Before Starbucks you could buy your morning coffee for a dollar or two. So how was it possible for Starbucks to more than double the price of coffee overnight? The truth is that Starbucks didn’t actually invent the $4 coffee—they created the $2 experience. $2 felt like a bargain for the feeling of belonging in…
Read MoreThere’s More Than One Way To Buy A Lemon
The middle-aged couple at the garden centre stood with furrowed brows as the sales assistant explained the difference between the varieties of lemon tree. They took a step back and almost looked alarmed when he explained how one particular variety would bear a lot of fruit, but could become tall, straggly and unmanageable. Huge smiles…
Read MoreWhat If You Had One Line To Tell The Truth About Your Product?
Imagine you have a giant billboard to tell your customers the truth about your product or service. You’ve got just one line to do it in. What would your truth look and sound like? Is the truth in that single sentence what you want it to be? If not, what do you need to do…
Read More5 Reasons Microsoft Failed To Compete In A Post iPhone World
Soon after Apple launched the iPhone in 2007, Microsoft’s then CEO Steve Balmer gave this short video interview. In two minutes he shed light on Microsoft’s business strategy which gives us some clues as to why Apple would dominate over the next seven years. 5 Strategic Mistakes Microsoft Made Post iPhone 1. Competing on price.…
Read MoreDo You Have A Human Business Strategy?
When I was a little girl buying new shoes was always an event. We went to a local shoe shop, the one that advertised the credentials of their ‘specially trained fitters’ in the window. We patiently waited our turn for the magic that was about to happen. This usually involved a matronly woman and what…
Read More10 Ways To Stand In Your Customer’s Shoes
When LEGO was developing a castle play set they brought fans of all ages together to get feedback. The adults loved it. “But where’s the dragon?” the children asked. The adults explained that there were no dragons in Medieval times. “Where’s the fun in that?” the kids replied. So, the dragon was born. What we…
Read MoreThinking About Your Assets
Take a blank page. Draw a line down the centre. On one side list your tangible assets, things like stock, equipment, products and your website. On the other side make a list of your intangible assets, stuff like intellectual property, trademarks, brand names, the skills of your team, your customer database, reputation and the trust…
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