Posts Tagged ‘entrepreneurship’
Your Most Important Customers
The most important customers (listeners, audience members and followers) are not the ones you gain, but the ones you keep. It’s all very well to measure how many people have signed up or walked through the door, quite another to understand who is really listening and what they care about. Numbers and foot traffic are…
Read MoreHow To Get The Results You Want
In work, as in life we create a sense of balance by understanding what we want and what we don’t. We prioritize by wanting less of one thing and more of something else. Less overwhelm and more progress. Fewer things to react to and more results. Less busyness and more time. Fewer restrictions and more…
Read MoreHow You Market Is Who You Become
“EXPOSE YOUR BUSINESS TO 40,000 CARS A DAY.” Read the big sign at a busy junction that would exposure your business to 40,000 cars a day. The way you tell your story asks people to believe something about who you are and what you stand for. It sends us (and you), a signal about what…
Read MoreThe Importance Of The First Stroke
The coach leaned forward on her handle bars and across the bike path at the side of the lake. The four girls in the boat who had been training since sun up hung on her every word. “I want you to focus on the first stroke, nothing else. Just keep thinking I am going to…
Read MoreYour Brand Story Is More Than What You Say
It’s a chilly autumn morning and the waitress in the cafe down the street is folding blankets to put over the chairs outside just in case customers are feeling the cold. The local doctor who is half way through her busy surgery, comes out to the waiting room and invites Adam into her consulting room…
Read MoreThe Myth Of The Captive Audience
Maybe you read the recent article on Entrepreneur.com about digital advertising trends that included the following passage? “Mobile video viewers are what you might call a “captive” audience. When TV commercials begin, people look down at their phones. On the bus or subway, people focus on their digital screens instead of the ads passing by…
Read MoreWhat’s Your Customer’s Why?
It’s true that people buy from companies they like. We feel an affinity with some brands and not others and our purchasing decisions reinforce our values. The Internet has given rise to a new kind of savvy, connected customer. She seeks out purpose driven brands whose ideals resonate with hers. While it’s important to spend…
Read MoreThinking About Your Advantages
Every traditional car dealer sells a similar product. What can one Ford dealer do that his competitors in the next suburb can’t? There is very little he has a monopoly on. John is a car dealer who has been operating in Perth for 45 years, he periodically takes out a double page spread in the…
Read MoreHow Value Is Created
Value is created at the intersection of the customer’s worldview and your understanding of how your product meets that. If that’s hard to get your head around think about plugging a real world example into the model. Customer’s Worldview: Branded razors are expensive. The quality doesn’t reflect the price that I pay for them and…
Read MoreClever Marketing
Do you remember those TV ads that succeeded in interrupting or engaging us for sixty seconds? That’s what we used to call clever marketing. Today, clever marketing is no longer about creating the best advertising campaign, it’s about understanding your customer’s worldview and how they want to feel—then delivering on that. Clever marketing creates value…
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