Every venture capitalist will tell you that the best startup pitches focus more on the problem than on the solution. A potential investor may give you just a single sentence to make them understand why your idea will succeed in a world where most people have what they need. And yet, as business owners we…

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“People tell us who they are, but we ignore it because we want them to be who we want them to be.” — Donald Draper Have you ever watched someone shopping? People touch things that catch their eye. They buy things that are not on their list because something changed how they feel in the…

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Speak to the few, the ones who really ‘get it’. Empower them to do what they want to do. Find ways to help them do the things they don’t even know they want to do yet. Tell them the reason you exist. Remember what problem you are solving and spell out how you solve it.…

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When was the last time you stepped into your customers shoes? Sat in your packed restaurant, queued at check in, ordered from your website, read your label, stopped to digest an email you sent, analysed your design brief, slept in your rooms and really experienced what it feels like to do business with you? Every…

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