Persuasion is less about making people have a complete change of heart and more about finding common ground.Read More
The best marketers give people something to believe in, not just something to buy.Read More
We’re more likely to retain customers, get repeat sales and be recommended by simplifying the decision process.Read More
Competing is a zero-sum game.
We succeed when we make peace with the fact that we don’t need to compete when we know who we are.
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 product. Show us how that product changed the…Read More
It’s worth remembering that it isn’t only what we do that people notice— sometimes it’s what we don’t do that determines our results.Read More
It turns out that we don’t have to build trust and connection on the fly. We can do it on purpose.Read More
It’s easier to be heard when we shout. But being heard shouldn’t be our ultimate goal.Read More
What you consistently do—every time, without fail, differentiates your business.Read More
Very few new businesses have an unassailable advantage that makes them the only choice for a prospective customer. Most don’t make measurably superior products or own proprietary software. They haven’t patented a secret formula, and they don’t necessarily have more resources or talent than the next company.Read More