Posts Tagged ‘success’
The Brand Awareness Conundrum
Every few months another new restaurant on Bourke Street closes its doors for the last time. Sometimes it’s like watching a car crash happening in slow motion right in front of your eyes. The events leading up to the closure follow a familiar pattern. There’s the launch day fanfare, accompanied by balloons, the menu reveal…
Read MoreDo You Have A Customer Awareness Strategy?
The Friday evening tram was jam-packed with commuters, our bodies so closely pressed together you could feel the heat from the passenger standing next to you. As the tram made its way up Collins Street, the people travelling alone avoided eye contact. Two women next to me were chatting about the black jacket the younger one…
Read MoreWhy Do Customers Choose You?
What are the top three reasons customers choose you? What story are you giving those customers to tell—not just to recommend you, but to trust and value, prefer and remain loyal to you or your company? You can make assumptions and best guesses about what’s motivating the people you serve, or you can ask for…
Read MoreHow To Tell A Story Using The Story Scaffold
There’s no question that stories are the best way to engage and persuade people. We have good scientific evidence to prove it. According to neuroeconomist, Professor Paul Zak, ‘Narratives that cause us to pay attention and also involve us emotionally are the stories that move us to action.’ It’s our very makeup, our physiology, that…
Read MoreSignalling
According to the Collins English Dictionary, a signal ‘is a gesture, sound, or action which is intended to give a particular message to the person who sees or hears it.’ We are sending signals to our clients and customers whenever they come into contact with our business or brand—even when we’re not face-to-face. Words, images,…
Read MoreWhat The Best Communicators Do
Professor Daniel Kahneman has spent a lifetime researching why and how humans make decisions. His decades of work focused on the two ways we think and decide using one of two modes of thought, System 1 and System 2. System 1 makes fast, instinctive and emotional judgements and System 2 operates at a slower more…
Read MoreBuilding A Following
We’re seduced by the idea that followings and fortunes are made by hastily increasing our visibility on the platform of the day. The truth is the people and brands who earn our attention patiently built their following over time. It’s the work we quietly get on with when no one is watching that makes people…
Read MoreWe Value What We Measure
One of my first jobs was working as the manager of a little Dublin cafe that stood at the intersection of two busy city streets. It was a lot of responsibility for someone in their late teens, and I loved it. There was something magical about opening the shutters first thing in the morning when…
Read MoreDisruption is…
The path to building a successful, sustainable business is littered with innovative ideas, requiring brave leadership to prioritise the needs of tomorrow’s customer above today’s bottom line. Disruption is having the courage to take the customer where they want to go. Image by Thomas Hawk
Read MoreDesign For The Customers You Want
Almost every cosmetic counter in the department store has a promotion happening. Of course, they aren’t called promotions—they are presented as ‘free gifts’, designed to encourage the customer to spend more on a particular brand that month. The hope is that the customer will fall in love with the products and become a customer for…
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