Posts Tagged ‘relevance’
Earning A Competitive Advantage
Very few new businesses have an unassailable advantage that makes them the only choice for a prospective customer. Most don’t make measurably superior products or own proprietary software. They haven’t patented a secret formula, and they don’t necessarily have more resources or talent than the next company.
Read MoreThe Unfair Exchange
‘That will be eight dollars,’ the woman, who is carefully weighing and wrapping two serves of freshly made fettuccine for us to take home, says. As my husband is about to hand her the cash, she takes another handful of the pasta from behind the glass and adds it to our package. She doesn’t announce…
Read MoreBetter Customers
When we know who we’re building for and what they care about, we get better.
Read MoreMessage Before Medium
Since our objective must always be resonance over reach, it isn’t the medium that should dictate our communication strategy—it’s the message.
Read MoreCompetence AND Character
As individuals and brands, we’re judged by our character, not just our competence.
How does your character differentiate you?
Earned Loyalty
We have the privilege of working to be indispensable to customers and making them feel like they belong—instead of stuck.
True loyalty is earned, not rewarded.
Better Than Maybe
As marketers, if the best use of our resources is to only speak to the people who want to hear from us, then targeting every maybe is not a great marketing strategy.
Read MoreStories Make Us Stronger
We build more resilient families, companies and communities when we know who we are. We get stronger together when we prioritise finding, owning and sharing our stories.
Read MoreThe Inner Scorecard
We are acutely aware of what makes us remarkable in the eyes of others. We have learned to live and work by, as Warren Buffet calls it, an outer scorecard—often at the expense and neglect of doing what’s right and what’s right for us.
Read MoreWhy Next?
We make more right moves when we stop to think how the next thing we’re about to take on aligns with our values, and if it’s helping us to get to where we ultimately want to go.
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