Posts Tagged ‘brand values’
The Responsive Vs. Reactive Business Conundrum
Every sustainable business was built in response to an unmet need. These responsive businesses endure because they evolve with the customer they intended to serve. The likes of fidget spinner manufacturers don’t count. You can rattle off a dozen responsive companies that have launched in the past two decades, particularly in the digital space. Brands…
Read MoreDesign Your Business For The Outcome You Want
Think about a delighted customer and the ten people she will interact with today. What’s the story you want that customer to share with someone about you, your product or service? How do you want them to describe the change you enabled? What words do you want them to use? How do you want them…
Read MoreA Simple Way To Think About The Value You Create
When it comes to communicating our value, we begin by describing the features and benefits of what we make, serve or sell. That’s why we often end up with a laundry list of claims that our competitors could make. There is an alternative. Flip this thinking on its head and reflect on what would happen…
Read MoreThe Two Questions At The Heart Of Great Marketing
The kind of marketing we practice is a result of what we’re most curious to know about our customers. Many marketing campaigns are created by asking the following questions: A. What will they buy? B. How can we get them to buy? The resulting tactics become about near-term targets, buying more attention and competing on…
Read MoreA Tale Of Two Managers
My local bank manager, at the branch five minutes walk from my home, works hard to help customers navigate the bank’s new automated systems and services. He’s on hand to show everyone depositing cash how to bypass a teller and make a deposit using the machine in the foyer. The bank manager at the branch…
Read MoreThe Number That Matters
Every so often I look at the list of readers who have subscribed to my blog but have stopped opening the emails they signed up to receive. When I see that they’re no longer interested, I unsubscribe them. I’ve personally done this almost 10,000 times over the past seven years. It’s harder than you think…
Read MoreGoal Getting
At this is the time of year of reflection and resolutions, instead of thinking about and working towards the things you want to do—create that new product, increase revenue, write a book, get fitter or finally visit the place you’ve promised yourself you’d see. Consider the outcome. Explore the reasons why any one or any…
Read MoreBetter Than Before
Our plumber, Evan, spends every minute of his day solving problems. There are no breaks to check email or to see who’s commented on Facebook. He’s too busy working things out, wondering where the source of the problem is or deciding how he might make the repair more robust than what was originally installed. Evan…
Read More12 Lessons From The Biggest Hit Of The Year
Ed Sheeran’s hit song, ‘Shape of You’ was the most streamed track of 2017. The official video is expected to reach three billion views within a year of being uploaded. There’s a lot we can learn from this video where Ed and his co-writers talk about the process of writing a hit song. 12 Lessons…
Read MorePermission To Be Impractical
Back in 1984, it wasn’t practical for Richard Branson to think he could launch a better airline with just one secondhand Boeing 747. And yet, that’s is exactly what he did. It would have been more practical for James Dyson to give up after the fifth attempt to invent the best vacuum cleaner in the…
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