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 More
‘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 More
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.Read More
As individuals and brands, we’re judged by our character, not just our competence.
How does your character differentiate you?
Memorable marketing isn’t just about what you say when—it’s about how you act at every moment.Read More
Sales and marketing are as much about understanding as they are about persuading.Read More
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 More
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 More
Successful selling is as much about customer discernment as it is about brand differentiation.Read More