Posts Tagged ‘brand strategy’
What People Want Then And Now
In the 70s and 80s you didn’t download music you owned it. If you cared enough about an artist or a song you had to wait for the vinyl to be pressed. Sometimes you waited in line hoping that EMI or Sony had sent enough copies to your local store. There you met other fans,…
Read MoreThe Real Job Of The Genius
On a recent trip to the Genius Bar at the Apple Store I discovered the real job of the Genius. While you might think that the role of the Genius is to fix things, it’s not. The first job of the Genius is to acknowledge your problem and to change how you feel. Chad told…
Read MoreWhat’s Wrong With Business Communication And How To Fix It
Business has got a problem. It’s pervasive, eats away at human connection and strips meaning from our interactions. While trying to be professional and sound more knowledgeable we’re sanitising and jargonising our conversations. This is killing our ability to communicate. So how do we transition from meaningless communication to creating meaningful impact? If you ever…
Read More10 Things That Work Better Than SEO In The Connection Economy
A decade ago if you owned the URL wineseller.com and stuffed your website full of keywords you’d won. You can’t earn loyalty in a category today simply by gaming Google because your customers are searching for relevance not just keywords. Ten things to think about beyond SEO. 1. Build a brand not just a business.…
Read MoreUsing What You Don’t Do To Tell The Story Of What You Do Well
So a customer walks into an artisan bakery and says… “Hey your bread looks great and smells divine, but do you know how hard it is to make a sandwich for my kid’s lunch using those unevenly shaped unsliced loaves? Why don’t you make them in square loaf pans like everyone else?” But since you…
Read MoreThe Cycle Of Persuasion Vs The Cycle Of Loyalty
Shout. Your agenda. Short term gain. 50% off. Buy now pay later. Big funnel gathering the most prospects. Or…. Talk in whispers. Your customer’s agenda. Building trust over time. Products and services people can’t help talking about. “A few people loving you up close and about those people being enough.”—Amanda Palmer Image by bwaters23.
Read More10 Reasons People Buy Your Product Or Share Your Idea
People buy your product or share your idea because….. 1. It makes them feel…better, smarter, more beautiful, healthier, safe, loved and on and on. Online courses, Jimmy Choo shoes, perfume, gym membership, life insurance, organic fruit. 2. They are looking for a shortcut. Information, more time, easy payments or something else. Paypal, lawn mowing, TripAdvisor.…
Read MoreSales Is…..
sales noun 1. The exchange of a commodity for money; the action of selling something. 2. A quantity or amount sold. Actually sales is understanding how your customer wants to feel, not what she wants to buy and doing everything you can to get her there. Image by Ed Yourdon.
Read MoreWinning In The Story Economy
Back to my hair salon. Sally shows up on time. She gets through two colours and three trims buy lunch, then waits impatiently for the hands on the clock to turn the next four hours until closing. Carmel makes five minutes to chat to the pensioner who took two buses to get there. She remembers…
Read MoreTina Roth Eisenberg On Trusting Your Gut And Following Your Passion
Have you ever had an idea you thought might work that still hasn’t seen the light of day? If you’ve longed to bring something you’re passionate about to life it might be time to watch the video chat I had with Tina Roth Eisenberg. Tina is a Swiss designer based in New York who runs…
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