Posts Tagged ‘meaning’
Want To Make And Impact? Just Add Context
The path to success is littered with great ideas that don’t fly. Even a good idea won’t catch on if people don’t see the value in it. It’s not enough to have an idea that might change everything, you have to find a way to help people buy into it. The truth is it doesn’t…
Read MoreOffers Vs. Offerings
Every July, (winter here in Australia, maybe summer where you are) and six months out from Christmas the big chain stores have an all caps ‘TOY SALE’. The toys are unremarkable, and they are marketed in an unremarkable, 20% off, when they’re gone they’re gone kind of way. The lesson is don’t miss out. Next…
Read MoreWhy Starbucks Wins
You could have made a cup of instant coffee at home for a few cents this morning. Or you could even have splashed out on a flavoured Nespresso, brewed in your kitchen at 60 cents a shot. So why did you go to Starbucks and pay eight times that price for a commodity? A marketer…
Read MoreThe Opportunity Of The Disconnection Economy
If there’s one thing I really hate it’s queuing. You too? And we’re not alone. Innovators are spending their time working on projects to make frustrated one-click, 21st century humans worry less about the time they might be wasting, just waiting. There are red traffic lights with countdowns that encourage drivers to be more patient,…
Read MoreWhy More Is The Wrong Place To Start
The end goal of all marketing is more. More customers or subscribers. More sales and increased profits. This is the reason business strategy questions and answers often begin, (and end) with the ‘how to’ of getting more. But more is the wrong place to start for two reasons. When you begin by asking, “How can…
Read MoreThree True Stories
To all of Arthur’s family, We were so sorry that everything ended up so badly for you all last week. It is so difficult when owners are prepared to do anything to cure their pet’s problem and it’s still not possible. Thank you for allowing us to try. He was part of your lives for…
Read MoreBuilding A Brand Versus Selling A Commodity
Ideas spread, products become irreplaceable, and businesses grow when they stop being mere commodities and have meaning attached to them. It’s not possible to be a brand and a commodity all at once. Customers don’t demonstrate loyalty to commodities but they can fall in love with a brand. PRODUCT-MEANING=COMMODITY PRODUCT+MEANING=BRAND Anything you care to think…
Read MoreYou Scratch My Back
The suited up guy approached me at the end of the meeting saying he wanted to find ways to promote my business. He was that impressed! “There is a quid pro quo though.” he said. The old you scratch my back and I’ll scratch yours routine. A transaction. This for that. The most valuable relationships…
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