Posts Tagged ‘difference’
No Business Is In A Market Of One
When dance partners compete they know the other couples are there on the dance floor with them, but they never focus on what the competition is doing. Instead they relentlessly hone each move and perform it for the audience as if it were their only chance to dance the dance. They don’t allow the fact…
Read MoreThe First And Last Question Your Customers Subconsciously Ask
And the one you must spend a great deal of your time answering…. Why should I care? Why should I care about your new app? Why should I care that your innovation pioneers the latest technology? Why should I care about your fundraising campaign and not that one? Why should I care about the time…
Read MoreThe Value Of Asking What If
Have you ever been stuck waiting outside your hotel room while it was given the daily once over? It turns out that for some guests housekeeping can feel like more of an intrusion than a service. On average it costs a hotel $22 a day to deliver housekeeping services for each room. That figure probably…
Read MoreThe Economics Of Attention
Attention is either earned or paid for. Whether you pay for advertising or not you still buy your audience’s attention every day. You may not pay in dollars and cents, but either way there is a cost attached to getting people to notice or engage. The cost of paid attention (in the form of TV…
Read MoreHow To Hit Your Target
When an archer aims she doesn’t keep her eye on the target. She knows the target is there, but she sees it vaguely, or sometimes not at all. The point of aim is always closer than the target. Hitting the target is determined by how she aims, not by the fact that she’s shooting for…
Read MoreWhy Not Go First?
An article about successful disruptive businesses like Warby Parker or Square spreads like wildfire through social media channels and whole libraries could be filled with stories about what makes Apple unique. It’s natural to want to learn from the successes of others and to wonder how we can borrow a bit of their magic. Following…
Read MoreWhoever Gets Closest To Their Customer Wins
Let’s consider how the business world has been turned on its head in less than a decade. We only need to think about fourteen brands in order to understand the shift. APPLE vs. SONY. AMAZON vs. BORDERS. NETFLIX vs. BLOCKBUSTER. AIRBNB vs. HILTON. UBER vs. CABS. NEST vs. HONEYWELL. TWITTER vs. NEWS CORP. It turns…
Read MoreWhat’s More Important Than Building Awareness?
Ask any business owner what their most pressing problem is and ‘building awareness’ is sure to be on the list. Maybe it’s on your list too? In a world where it’s harder to get attention, gaining mind share is a priority for everyone. We think that if we can just get a few more people…
Read MoreTapping Into Empathy
Wherever you are right now stop what you’re doing and listen to the people and the conversations going on all around you. I’ve been working in public places a lot recently and here’s what I’ve found. Nobody is listening to anybody—not really. They’re pretending to listen while they wait for their turn to speak, but…
Read MoreHow To Write Your Mission Statement And 20 Great Mission Statements To Inspire You
Have you ever noticed how we tie ourselves up in knots and overcomplicate things when we put our business hats on? Your mission statement doesn’t need to be long and complex, it’s simply a promise—your statement of intention. A mission statement needs to clarify the answers to the following two questions: What do you do?…
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