Posts Tagged ‘brand strategy’
Easy Does It
Our expectations about the quality of products have increased exponentially with our ability to perfect the things we produce. When quality improves our tolerance for mistakes plummets. Interestingly, the same isn’t true for human interactions. Even though digital technology has enabled degrees of efficiency beyond our wildest dreams our expectations about how people will use…
Read MoreHow Much Information Is Enough?
When do we know it’s safe to cross the road? How much information do we need about how far away that truck is and how fast it’s going to decide whether to step off the pavement? How much information does your customer need before deciding she trusts you? As people who sell things or ideas,…
Read MoreThe Assumptions Checklist
Our decisions are rarely based on objective information. And even when we do have ‘good data’, it’s coloured by why, who and how it’s collected. Often our decisions are based on assumptions. We accept something as true, without proof. We make many of these assumptions with a scarcity mindset. We kill good ideas too soon…
Read MoreFact Or Fiction?
The bookstore in Albert Park had just opened when Thomas, dressed as Batman, and his mum walked in. They headed straight to the children’s section at the back. They were shopping for a present for Ben, who was having a superhero birthday party that afternoon. ‘Let’s get Ben this book about Brazil. Then he can…
Read MoreWhen Did One Day Become Never?
The first time I met Simon he was juggling four dirty plates while greeting customers and directing his team. Over time, I came to know Simon as a friend and also as one of the most gifted people I knew. Simon’s bosses loved how he ran their cafe as if it were his own. They…
Read MoreHow Much Runway Do You Need?
An aircraft must reach sufficient speed to take off. The pilot needs enough runway to achieve that optimum speed. The same is true of our projects and ideas. Velocity alone is not enough to make an idea fly. Ideas also need time. We often focus our energy on gathering speed and creating momentum, while forgetting…
Read MorePitch Perfect
The two falafel makers at the weekend market sell an almost identical product but achieve very different levels of success. The marketing tactics they use are similar. Make eye contact with potential customers, offer them a small sample to try and use the time they’re chewing to launch into your sales pitch. The first maker…
Read MoreThe Brand Awareness Conundrum
Every few months another new restaurant on Bourke Street closes its doors for the last time. Sometimes it’s like watching a car crash happening in slow motion right in front of your eyes. The events leading up to the closure follow a familiar pattern. There’s the launch day fanfare, accompanied by balloons, the menu reveal…
Read MoreDo You Have A Customer Awareness Strategy?
The Friday evening tram was jam-packed with commuters, our bodies so closely pressed together you could feel the heat from the passenger standing next to you. As the tram made its way up Collins Street, the people travelling alone avoided eye contact. Two women next to me were chatting about the black jacket the younger one…
Read MoreWhy Do Customers Choose You?
What are the top three reasons customers choose you? What story are you giving those customers to tell—not just to recommend you, but to trust and value, prefer and remain loyal to you or your company? You can make assumptions and best guesses about what’s motivating the people you serve, or you can ask for…
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