Posts Tagged ‘intention’
Why You Need To Abandon The ‘Everyone’ Mindset
I recently got an email that began…. ‘Hi everyone,’ I didn’t make it past the second word and your customers won’t either. We are too busy, distracted, tired, wary, focused, selfish, savvy or [fill in your blank here], to care about something that’s for everyone. The only messages that get through are the ones that…
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 MoreA Category Of One
The sign was in the perfect spot—right next to the traffic lights at a notoriously slow moving T-junction, to maximise the number of people who would see it. The message was clear: “NEED A WEBSITE? 04040404040” What’s also clear is that the people who call are not likely to be the customers that the web…
Read MoreThe Myth Of Differentiation
If we did a blind taste test on Starbucks coffee would the result tell us that Starbucks sells the best coffee in the world? Probably not, but the facts don’t stop Starbucks succeeding. In theory differentiation is the way we create a tangible advantage. A method for giving people something to measure and a reason…
Read MoreHow Deep Does Your Story Go?
It seems like a step in the right direction when the giant multinational supermarket starts selling organic vegetables. But the story begins to unravel when the organic broccoli comes shirk-wrapped in cling film, on a polystyrene tray. The customer who the story is aimed at, feels the disconnect between what’s on the surface and the…
Read MoreThe New Story Of Value
Jen is a passionate entrepreneur who has been working on her project for over three years. This project is Jen’s baby—she lives and breathes it. You know the feeling. Jen was finally at the stage of trademarking her company internationally, and because she wanted to do things right she engaged a lawyer to file the…
Read MoreSatisfaction Vs. Sentiment
Have you ever filled in one of those, ‘we value your feedback’ customer satisfaction surveys at the end of a meal or a service call? Perhaps you have used them to ask customers to rate your service? The theory being that satisfied customers are the end game. Deliver on expectations and people will surely come…
Read MoreTwo Important Characteristics Of Successful Innovations, Products And Services
Successful innovations always start with the customer’s story. The products and services people use AND keep coming back to, create a change in that story. There is life before the product or service existed and a different life after. And so if follows then, that we succeed by thinking less about what we’re creating, and…
Read MoreHow To Find Tomorrow’s Customers
Most businesses, whatever their size are focused on growth. We want more leads, more fans, readers or subscribers, who will become more customers, resulting in more sales and more profits. We usually have a plan to get them, which involves cultivating the people we hope will be tomorrow’s customers. And all the while we are…
Read MoreThe Most Important Marketing We Do
Do you remember that time when the popular kid pushed you back into line and told you to and wait to be picked, or the day when your teacher told you not to speak up? Will you ever forget the moment your boss told you that you should suck it up, or the night when…
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