sales

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.

The Unfair Exchange

By Bernadette | |

‘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…

On Being Valued

By Bernadette | |

If we want to be valued for both the skills that differentiate us and the work that brings us joy, then we must find ways to articulate that value to our customers. Better stories create value.

Message Before Medium

By Bernadette | |

Since our objective must always be resonance over reach, it isn’t the medium that should dictate our communication strategy—it’s the message.

Competence AND Character

By Bernadette | |

As individuals and brands, we’re judged by our character, not just our competence.
How does your character differentiate you?

Memorable Marketing

By Bernadette | |

Memorable marketing isn’t just about what you say when—it’s about how you act at every moment.

The Flipside Of Persuasion

By Bernadette | |

Sales and marketing are as much about understanding as they are about persuading.

The Value Shift

By Bernadette | |

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…

How Obstacles Create Value

By Bernadette | |

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.