Posts Tagged ‘inspiration’
The Genuine Article
When I was a child growing up in Dublin the biggest compliment you could pay someone was to say they were ‘the genuine article’. Sincerity was something to aspire to, and we witnessed it daily in people’s actions and words. In our carefully curated, photoshopped and filtered world, we are more drawn to the genuine…
Read MoreKickstart Your Marketing Strategy With The Right Question
The advert at the tram stop tells passers-by to use this brand of mouthwash if they want to ‘wake up with a bang’. How did the company make the leap from their product to that story—the one they believe their prospective customer wants to hear? Every brand story or marketing strategy starts a question. That…
Read MoreWhat’s Your Customer’s Value Story
You may have read some version of the recent Tech Crunch article by Tom Goodwin that began with this observation. “Uber, the world’s largest taxi company, owns no vehicles. Facebook, the world’s most popular media owner, creates no content. Alibaba, the most valuable retailer, has no inventory. And Airbnb, the world’s largest accommodation provider, owns…
Read MoreThe Real Role Of Storytelling In Marketing
When we think about using storytelling as a marketing tactic we often get confused about the purpose of the story. Most marketing tries to tell the story of the product. We invite prospective customers to pay attention to our widget by describing what it does or why it’s better and think we’re telling a story.…
Read MoreHow We Drive Change
When we want to improve our diet we monitor what we eat and how much we exercise. When we want to change a toddler’s behaviour we look for opportunities to praise the good, instead of constantly shouting down the bad. We measure and reward the behaviour we want. In organisations, the things we measure and…
Read MoreThe 12-Word Business Plan
Have you ever struggled to illustrate or articulate how your business or idea creates value? This 12-word framework is the simplest way to do it. Take a look at how we could map Blue Apron’s business plan using the 12-word framework. Blue Apron’s 12-Word Business Plan OPPORTUNITY People want to eat healthy, home cooked meals,…
Read MoreBecoming Indispensable
Every business wants to be indispensable to its customers. Every brand aspires to be the one people turn to without question. Indispensability is the holy grail of customer loyalty, just as fine summers are the secret longing of the Scottish. When we lived in Scotland it felt like it rained every day. If it wasn’t…
Read MoreThe Instructions We’re Looking For
It was probably Stephen Covey’s ‘7 habits’ that got us addicted to the idea that success had a formula, one that could be pinned down by a number and executed in stages. Now we’re wired to seek it out. The headlines we see in our digital publications are proof. We are tempted by the notion…
Read MoreWhat’s Your Big Idea?
Every great brand leads with one big idea. The big idea is what the brand stands for—it’s core belief. Articulating the big idea is harder than you think, living it every day is even harder than that. The brands that do have a much easier time differentiating themselves from the competition. Here are a few…
Read MoreYour Story Drives Behaviour
Jackie is a gifted web designer. Her inbox is full of enquiries from people who want to work with her. She loves what she does, but she gets worn down by clients asking for a discount on her already reasonable rates. This behaviour not only affects Jackie’s bottom line and the number of clients she…
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