Posts Tagged ‘difference’
If We Build It Will They Come?
This is precisely the wrong question to start any project with. A better way to begin is by asking: Who wants us to build it and why will they come? *This photo of Walt Disney showing the Disneyland plans to Orange County officials was taken in Dec 1954.* Walt knew where to start. Image from…
Read MoreThe Power Of The Minimum Viable Experience
I like my insurance company, or should I say I like the people who work for my insurance company. I’ve been with them almost ten years and have no intention of switching. Their call centre team is well trained and they really go out of their way to be helpful and make the customer feel…
Read MoreThe Meaningful Advantage
The newspaper delivery van still drives up our street at 4am on Saturday morning. You can hear the rolled, plastic wrapped weekend edition thud onto the neighbour’s lawn as the driver takes aim from the window. And even at 4am you can’t help wondering if this service will be meaningful to enough people to last…
Read MoreCustomer Service Vs. Customer Empowerment
In a world of abundant choices the work of our businesses has to go beyond ‘helpful acts’ and minimum requirements. Understanding the distinction is our new advantage. Customer service vs. customer empowerment is the difference between…. Delivering what’s expected and going the extra mile. Profits first, people second. Products that work and things that change…
Read MoreWhen Did Marketing Become About Telling?
In the village marketing was always about showing. Quality was demonstrated and trust was earned. As we outgrew the village and our small circles of trust and influence marketing became about telling. Loyalty was bought and exposure was paid for. But our digital connectedness is taking us back. Back to a world where people can…
Read MoreWe Don’t Need Better Marketing
When I was growing up in Dublin home baking was the norm. Most families couldn’t afford the luxury of expensive, shop bought cakes, so ironically something like a mass-produced Mr Kipling’s French Fancy was seen as a decadent treat—the kind that was rolled out on a doily when you were having a special guest or…
Read MoreWhy Strategy Must Come Before Tactics
What’s the best time to send a tweet? How do you develop a content strategy? What’s the easiest way to drive traffic to your website? How do you build a great landing page? If you can ‘Google’ the question and get an answer does that give you an unfair advantage over your competitors? Do you…
Read MoreMotivating People To Buy
Imagine you have taken your children on a day trip to the seaside. It’s the perfect day, the sun is shining, the waves are lapping the shore and you’re having a day that you’ll never forget. There is a new gelato shop across the street selling home made ices at $5 a scoop. Clearly as…
Read MoreWhere A Sale Begins
The sale of the first GoPro camera didn’t begin when the customer walked through the retailer’s door. It didn’t even begin with the huddle of engineers in the tiny innovation department at the factory. The first sale began in the lineup, as the surfers waited to catch a wave. A marketer’s story typically starts with…
Read MoreThe New Story Of Value
Jen is a passionate entrepreneur who has been working on her project for over three years. This project is Jen’s baby—she lives and breathes it. You know the feeling. Jen was finally at the stage of trademarking her company internationally, and because she wanted to do things right she engaged a lawyer to file the…
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