George is in his seventies. His hearing has deteriorated over the years, but he’s reluctant to wear a hearing aid. He hates missing out on parts of conversations and often feels isolated because he can’t hear what’s going on. He’s embarrassed about his disability. But he feels self-conscious about wearing a clunky, visible hearing aid…

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A restaurant host has one job to do—meet and greet diners and show them to their table. It sounds easy enough, but the difference between a good host and a great host is underrated because where people are seated directly impacts their experience. Seating arrangements can influence how long diners spend at a venue, how…

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Contrary to what we often believe, people want more than what was expected.
We consistently underrate, undervalue, and underutilise our humanity.

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We mistakenly believe that we are powerless to make a difference in an all is lost moment when in fact the opposite is true.

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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.

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We have the privilege of working to be indispensable to customers and making them feel like they belong—instead of stuck.
True loyalty is earned, not rewarded.

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As marketers, if the best use of our resources is to only speak to the people who want to hear from us, then targeting every maybe is not a great marketing strategy.

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