Posts Tagged ‘entrepreneurship’
The Best Opportunity
One of the best things about our family’s move to Melbourne two years ago has been the rediscovery of local shopping strips. In beautiful Perth, where we lived for ten years, our grocery shopping involved a car trip to one of the dominant, big chain supermarkets. In Melbourne, we live a two-minute stroll from a…
Read MoreWhen Does Your Marketing Start?
The conventional definition of marketing describes it as the activities we do to promote sales of products or services. If we accept this definition, then the bulk of our marketing is done once we’re ready to sell our product. Tactics like list building, data collection, content creation, social media outreach, networking events and leaflet drops…
Read MoreThe Business Of Trust
Trust enables every human exchange. Our society can’t function without it. The belief we have in each other’s promises is so great that it even transcends our immediate circle in the physical world. We order books, book hotel rooms and ride in cars with strangers on the word of others who have recommended them. Trust…
Read MoreHow To Communicate Value Beyond Describing Features And Benefits
In an attempt to gain the trust of prospective customers we often resort to simply telling them about our product’s features and benefits. While describing value might seem like the easiest way to communicate it, the simplest strategy isn’t always the most compelling one. When value is demonstrated rather than described it immediately becomes more…
Read MoreThe Power Of Story To Find Value
As business leaders, entrepreneurs and marketers we’re used to leveraging the power of story to describe value. We mostly use stories as a tool for telling. Because we believe the way to succeed is to be more vocal and visible, we create campaigns, sales letters, videos and press releases. We craft headlines, posts and tweets…
Read MoreMaking Your Mark
Making a mark is not something we talk openly about that much, but it’s something we think about a hell of a lot. From the grandmother who hands down her legendary Christmas pudding recipe, to my Uber driver who, despite having held a managerial position with a big retailer for sixteen years, ‘wants to build…
Read MoreHow To Learn From The Customer Journey
Many of the businesses you will frequent today have no idea how you became a customer. What’s worse than not knowing what brought you there is either making an incorrect assumption or not having an interest in your journey at all. It’s easier than ever in an online world to understand where customers come from,…
Read MoreThe Characteristics Of Successful Ideas
In an era when we have self-driving cars and delivery drones it’s still possible to encounter: Underwear with five uncomfortable care labels sewn into the seams. A beautiful teapot that becomes too heavy to lift when it’s full. Inconspicuous assembly instructions that confuse rather than clarify. Sports shoes that give the wearer blisters until they’re…
Read MoreWhat Are Your Marketing Goals?
We devote a lot of time to growing our businesses—often around the loose metric of ‘more’. It’s worth defining what ‘more’ looks like for your business. You get closer to your goals when you match effort to desired outcomes, and you can’t do that without understanding which numbers you’re trying to move the needle on.…
Read MoreWorth Vs. Worthy
As business leaders and entrepreneurs, much of our energy and resources are spent understanding how best to communicate our value to customers. Many of the most successful companies flip this thinking on its head. If we create things that are worthy of the time, attention and money of the people we hope to serve, we…
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