Posts Tagged ‘difference’
Lucky To Have You
The customers at Estabar are lucky to have Bec and her team creating a welcoming space where they serve the best food, gelato and coffee in Newcastle with love and care. Why are your customers lucky to have you? You probably haven’t asked yourself this question in a while. This is your invitation to do…
Read MoreCreating A Sustainable Advantage
The two bookstores on Bourke Street have very different layouts, but they mostly stock similar titles. The three nearby cafes all serve eggs, porridge or toast for breakfast. Both convenience stores along the street stock the same brands of chocolate, snacks and emergency litres of milk. And the websites that promote them were each built…
Read MoreThe Purpose Of Design Features
In business, we use design to differentiate ourselves in a number of ways. Design features are primarily seen as a way to attract customers and to help them decide if our product is for them. In a digital world, design is one of the best tools we have to build trust with customers we many…
Read MoreThe Quiet Marketing Opportunity
It was 6am on a wet and windy Melbourne morning. The two tourists wandered out of their hotel on Exhibition Street, each armed with a giant red golf umbrella plastered with the hotel’s equally giant logo. At first glance, you might think how thoughtful it is that the hotel anticipates the traveller’s needs. How much…
Read MoreNo Success Without Fear
When Elon Musk unveiled his audacious vision to colonize Mars this week, commentators had as much to say about his hubris and lack or fear as they did about the plan itself. They remarked that Musk’s greatest strength is probably that he has never been afraid to fail. That’s just not true. Of course he…
Read MoreSurviving Peak Utility
When I was a child our family doctor operated a first come, first served, clinic without an appointment system. Some patients arrived three hours before the clinic was due to start to make sure they’d be seen first and a two-hour wait to see the doctor was not uncommon. “Evening folks.” Dr. Mac said, as…
Read MoreThe Feedback You Invite Vs. The Feedback You Need
The air stewardess in the business class cabin was busy, but not overrun. She spent the majority of her time with one executive passenger in her section throughout the flight. A friend who was returning from an overseas holiday asked for a cup of tea. Ninety disappointing minutes and four more requests later it eventually…
Read MoreLessons From The Best In B2B Brand Storytelling
It’s easy to think of great examples of B2C (business-to-consumer) brand storytelling. The list of B2C companies that leverage storytelling to engage with their customers’ grows daily. The perception in many B2B (business-to-business) companies is that it’s easier to engage with customers through story when you’re selling running shoes with a dose of ‘Just Do…
Read MoreThe Difference Between Average And Exceptional
The service at the restaurant is only as good as the investment the manager makes in staff training. The quality of the website’s user experience is a reflection of how many hours the developer spends testing and tweaking. The hours of research the journalist conducts before writing a single word shines through in the genius…
Read MoreEverything To Everyone
While I was consulting with a client last week we got talking about people who had built powerful personal brands and the reasons for their success. When we stopped at one in particular, her reaction was immediate. “I don’t like him.” she said, as her nose wrinkled. Of course, she has never met this person,…
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