Posts Tagged ‘success’
The Best Marketing In The World
It’s easy to know why the features you built into your products and services are important, but it takes a particular skill to understand and communicate why they should matter to people. The best marketing in the world doesn’t remind people how great the company is or how many features have been added to the…
Read MoreHow Everything Truly Great Is Inspired
This is the story of a trap we all fall into. Every single entrepreneur or creator without exception is thrown off course by following a similar pattern. It doesn’t matter if you are on the board of a Fortune 500 or a designer trying to get her blog off the ground. The same struggle happens…
Read MoreThe Meaning Business
In the past most businesses gained competitive advantage from size, scale or dominance. Whoever the biggest marketing budget and could sell the most stuff won. Success was more about what you did and much less about the way that you did it. But today it’s the way that you go about your business and how…
Read MoreHow To Communicate Your Difference
There is a place where many entrepreneurs, (maybe you) and even global corporations who look like they have got it all together, (maybe yours), get stuck when trying to differentiate themselves in the marketplace. They hit a wall when they begin to articulate what’s unique about what they do and why it should matter to…
Read MoreShowing Up For Humans, Not Just For Google
I want to send some flowers to a friend a few suburbs away, of course I could deliver them myself, but there is something magical about the unexpected arrival of flowers that means I want to have them delivered. And so I turn to Google. After 20 minutes I find myself on page ten feeling…
Read MoreThe Misleading Advantage
The little gelato place down the road from us is dying. For three years straight they were the only good enough ice cream place in the boat harbour. The lack of competition meant that they could steadily increase their prices from $3.80 per scoop to $5.80 while continuing to staff the store with young, casual,…
Read MoreWhat’s The Reason?
What’s your reason for contacting that prospect? Why do you call her a prospect anyway? What’s your reason for sending that email? Why will everything be okay if you can just get the word out? What’s your reason for printing those fliers? Why does the world need your thing? What’s your reason for starting? Why…
Read MoreThe Two Approaches To Marketing
All marketing uses two basic approaches. When I was growing up and maybe when you were too, marketers used ‘The Influence Method’. 1. The Influence Method Make a product. Create an advertising campaign, jingle or tagline to persuade people to want whatever you are selling. Increase sales. Make more products. Buy more ads. Rinse and…
Read MoreEfficiency, Quality, Value And Soul
A new public hospital is opening in Perth this week and along with cutting edge medical facilities patients can expect a state-of-the-art “free-roaming food delivery robots”. Our local newspaper reported that, “The 300kg AGVs will deliver up to 2200 meals a day, directly to wards without human intervention, once they leave the kitchen.” The theory…
Read MoreMake Things People Want
Marketing means different things to different people. To some businesses it’s about Facebook engagement, to others it’s all about analytics or SEO, advertising or PR. If you’ve got the budget it could be a glossy image of Hugh Jackman—your 18K red gold watch, which has been “Crafted for New Heights” peeking from under his freshly…
Read More