Posts Tagged ‘relevance’
The Future Of Storytelling And The Currency Of That Future
So there we were gathered together on an island, (the best kind of place to feel that you’re truly gathered) to talk about the future of storytelling. Some of the best and brightest in the storytelling business from Burberry CEO (soon to be heading up the retail story at Apple), Angela Ahrendts, to Robert Wong…
Read MoreMarketing Is An Art
When you walk into the Bedford Cheese Shop in New York, you’re not seeing cheese sold by the pound, you’re witnessing art being made. A business owner who goes to the trouble of writing these kinds of descriptions on his product is not just a marketer, he’s an artist, practicing with intention, and generosity and…
Read MoreWhat Focus Groups Can’t Tell You
Steve Jobs famously said, “It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.” The committee might be able to tell you what they think is working, or what’s broken, but they can’t tell you how to matter. And no…
Read MoreWhat Do Your Customers Care About?
Let’s look at some cold, hard, and fun facts. A search on Instagram one morning in mid-September for #me, gave me over 123 million results. Just 18 hours later a further 466,000 had been added. Let’s round that up to half a million a day, which means 26,000 photos with the hashtag ‘me’ are uploaded…
Read MoreHedging Is Risky
Have ever been scared to share more about what you stand for? Concerned about opening up about who you really are on your website? Anxious that the products and services you offer might put some people off? You’re not alone. One of the greatest challenges entrepreneurs feel keenly is the fear of scaring people off.…
Read MoreThe Uncommon Advantage
In the 80s you’d walk into a record shop and the store owner, along with the record company would literally tell you what to buy. In every store there was a wall with 100 square compartments, numbered unsurprisingly—TOP 100. You got to chose from what everyone else liked, or what DJs were playing that week.…
Read MoreDon’t Just Build A Better Mousetrap
Do you remember when life was simple? A time when all tea bags were square and flat, and came with tea flavoured tea inside? Suddenly out of nowhere the tea landscape got messy and we had round bags, and bags with drawstrings. Tiny artisan tea companies sprouted up, selling boutique teas enveloped in gossamer pyramids,…
Read MoreDo Your Customers Feel Like They Belong?
I got a sensory jolt when I arrived at the QT Hotel on the Gold Coast last week, to speak at the Problogger Conference. The concierge greeted me wearing bright pink shorts and a matching smile, offering home made lemonade from the stand in the foyer. The receptionists wore one piece turquoise jumpsuits, with red…
Read MoreContent Is Not King
If you Google these four words you’ll get over 600 million search results in less than 0.2 seconds. Amongst these links you will read articles about putting as much content ‘out there’ as you can. Others will urge you to ditch advertising and create content instead, because content is the new way to drive traffic,…
Read MoreWhy People Pay And Why It Matters
The dictionary will tell you that marketing is the activity that surrounds the transfer of goods, from consumer to buyer. This, for that. But we also pay with time, attention and love. And even when we pay with money, it’s rarely a ‘this, for that’ transaction, since all value is subjective. It’s easy to fall…
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