Posts Tagged ‘entrepreneurship’
Brand Storytelling And The Rule Of One
Have you ever wondered why movies like Toy Story are so compelling and successful? The best writers in the world speak to universal human themes—the things that drive every one of us no matter what our worldview is. Compelling storylines work because we see ourselves reflected in the characters. Their story is our story. A…
Read MoreThe Facts Are Overrated
Since the new Model 3 Tesla was unveiled just over two weeks ago 400,000 people (who have never test driven or sat in one) have paid $1000 to place an order. And while the price of this latest model makes it accessible to more people it’s clearly not what’s driving these organic sales. Think about…
Read MoreFrom Awareness To Loyalty
The purpose of your brand story and of every piece of marketing material is to move a prospective customer from awareness to loyalty. When we imagine the customer decision journey as a timeline it’s clear that we need to treat customers differently according to where they are on that journey. THE CUSTOMER DECISION JOURNEY 1.…
Read MoreThe Power Of Promises
“You’ll have it by Friday.” “I’ll call you tomorrow.” “We’ll be there by 3pm.” How many times have promises like these been made to you in the past few weeks, only to be casually broken and replaced by a fresh set soon after? Doing what you say you’ll do is the fastest route to building…
Read MoreWhat Do Your Customers Really Want?
There’s an Italian Cafe in our neighbourhood serving good coffee and speciality cakes. It’s jam-packed every single evening—not because people are hungry for cake, but because they are hungry for the feeling of being connected. They seek out the place that makes them feel that way. Howard Schultz recognised the power of people’s aspirations thirty…
Read MoreThe Cost Of Interruption
The web design firm can access thousands of contact details for newly registered domains each day. It’s easy from there to hire a bunch of poorly trained phone operatives (who are overqualified to do soulless work but need the money) to interrupt people. It’s possible to scrape, buy, trawl and interrupt a thousand people for…
Read MoreThe Importance Of A Responsive Business Mindset
The beauty salon owner has a limited number of available appointments. Every day she encounters the same problem—zero availability and several last minute cancellations or no-shows. This situation is frustrating and it’s losing her money. She thinks she might solve the problem by implementing a cancellation fee, charging clients who cancel within 24 hours of…
Read MoreTry And Test
If you are anything like many of the entrepreneurs I know and work with you have a bank of ideas waiting to be executed (or discarded). Most of these ideas (good and bad alike) never see the light of day because they are locked up in a notebook, or an app and they haven’t been…
Read MoreBeing Found Vs. Standing Apart
Jim is a painter and decorator. He’s been in business for twenty-five years, long enough to see the world of marketing turned upside down. Fifteen years ago Jim took out a three line advert in the local newspaper every week. He finally cancelled that three years ago when it was yielding two calls a month…
Read MoreThe Essence Of Meaningful Ideas
Victoria Parade is the road that separates north Melbourne’s suburbs from the city. It’s a busy spot. The road is dotted at intervals with pedestrian crossings and used by cars, commuters and pedestrians alike. But the widest pedestrian path across the dual carriageway isn’t a planned pavement. It’s one that’s been created by the desire…
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