Posts Tagged ‘relevance’
The Value Shift
Sally studied Film and TV at college. She wants to be a director one day. But that’s a distant goal. In the meantime, she’s decided to put the skills she learned in college to work. Sally built a website and started working for friends of friends on their promotional business videos. Sally is building her…
Read MoreReaching Resonance
The impact you make will depend on your ideas resonating with the right people—not just reaching the most people.
Read MoreThe Role Of Rules
Doing what’s accepted or expected isn’t necessarily the right thing to do. It’s worth checking if the rules we hold dear, and fast to are helping the people we serve.
Read MoreHow Obstacles Create Value
The better we understand the obstacle, the better we get at solving the problem. And the better we can describe the obstacle, the better we become at selling the solution.
Read MoreThe Bounds Of Possibility
Now that we are no longer bound by the constraints of probability, we must face the fact that we have a responsibility to own what’s possible. Opportunity abounds.
Read More10 Benefits Of Strategic Storytelling
Stories do more than help us to tell and sell. Shared narratives are powerful catalysts for change and the building blocks of our culture.
Read MoreThe Empathy Advantage
On the face of it, the bus driver is paid by the hour to get passengers safely from point A to point B. But most of the value he creates for the bus company, not to mention the city, has nothing to do with his driving ability. It’s in the empathetic work of reassuring passengers…
Read MoreBegin With Wants and Needs
All successful businesses do two things. They fulfil the unmet needs and unspoken desires of their ideal customer.
Read MoreWhat’s Your Promise To Your Customers?
There are a thousand ways to stand out with a better story. And you get to pick one.
Read MoreWhen Subjectivity Wins
Successful brands craft and tell stories for their ideal customers—the people who are ready to hear and believe them.The more subjective we can be in our sales and marketing, the better.
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