Posts Tagged ‘entrepreneurship’
Metrics For A Job Well Done
Every business has metrics for a job well done. We know when our sales are up and complaints are down. We can measure our organisation’s performance and success in a myriad of ways. For many businesses, success is measured in efficiencies and financial targets. Others choose to pay attention to customer’s success stories. The old…
Read MoreWhy You?
Marketing exists because we have more choices than we need and less trust than we want. We tend to think of marketing as the thing we do last when we’re ready to close the sale—the tactics we employ and activities we undertake to convince the customer, tell our story or describe our value. It turns…
Read MoreThe Key To A Sustainable Marketing Strategy
When we moved house a year ago, we had the bathroom floor tiles professionally cleaned. Exactly one year on I got a message from the company about a special offer. At first glance, I thought this was a helpful reminder and smart marketing on the part of the cleaning company who had anticipated my needs.…
Read MoreLucky 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 MoreWhy We Need Brand Stories
Anthropologists tell us story is the universal language that has quite literally ensured the survival of the human race. Our Neanderthal ancestors told stories to pass on information that would keep the tribe safe—tales of misadventure and survival about what to fear or to embrace. We tell stories to inform and connect, to inspire and…
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 Power Of The Customer’s Story
Mike, the guy who sells bus tours in Times Square doesn’t do permission marketing. He has 60 seconds to find a way to engage his prospective customer—a wary visitor in a strange city who isn’t anticipating being interrupted. Mike is competing with dozens of other street vendors. He’s also got the giant flashing billboards and…
Read MorePersuasion, Push And Pull
You’ve probably witnessed a mother trying to hurry her toddler along with a gentle sense of urgency. “Come on now Joe. Quickly.” she says. The toddler immediately senses what’s important to his mum, but not necessarily to him and begins to walk more slowly. Mum’s urgency escalates and eventually her coaxing turns into a desperate,…
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 MoreMarketing Constants
If you’re running a business, you’ll hear some version of the following every other day. Things have changed. And there’s no doubt that they have. Things have changed since the Internet became ubiquitous, since Facebook launched, since newspaper advertising died, since the iPhone, Amazon.com, ad blockers and on and on. But what hasn’t changed? People.…
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