Posts Tagged ‘value’
The Loyalty Department
My mum, (who is in her late seventies) wanted to negotiate the renewal of her internet and phone contract. She dialled the customer support number listed on her bill and was placed on hold for 30 minutes. When she finally got through to a human being, she was transferred to the ‘loyalty department’. She waited…
Read MoreThe Seduction Of New Ideas
We, humans, are novelty seeking organisms. That’s why we find new ideas seductive. We are hardwired to respond to the novel and the new. Our motivation increases when we have a new project to work on. And yet we also have a strong bent towards mastery. We’re happiest when we feel like we’re making progress…
Read MoreThe Three Pillars Of Brand Resonance
The most common reason people give for contacting me to work with them is to raise brand awareness. Conventional wisdom dictates that if only more people knew about our products and services, or our ideas and our work, then we would be more successful. There’s only one problem with this worldview. More people knowing your…
Read MoreHeartwork
These words spoken by Director of The London School of Economics, Minouche Shafik, in an interview last year ring true: ‘In the past jobs were about muscles, now they’re about brains, but in future they’ll be about the heart.’ The truth is our best work always has been about the heart. And the good news…
Read MoreThe Distinction Between Needs And Wants
When we visit the doctor with a health problem, we are keen to have our immediate needs met. Perhaps we need pain relief or a blood test. Maybe we need a diagnosis and treatment. But alongside the desire for a physiological solution is the yearning for our intangible wants to be fulfilled. We need treatment,…
Read MoreBridging The Change Gap
We know that attention is the first essential step on the path to influencing others. We also know it’s not possible to inspire people to act or to create change with attention alone. There’s always a gap between gaining awareness, enabling action and gaining traction. You can buy attention, but you can’t buy trust. Trust…
Read MoreGet To The Heart Of The Matter
My granny had a chronic dry skin problem all her life. She tried every moisturiser on the planet. She stopped using soap and bathed in lotions the doctor prescribed for her. Nothing worked. No matter what the doctor prescribed or what granny applied to her skin it still cracked and flaked. It’s obvious now looking…
Read MoreIntroducing The Story Compass
My new book, The Right Story publishes today. I can’t wait to hear how you’re using the new tools in the book to help you craft your messaging and engage more deeply with your customers. The Story Compass is one of those tools in the book. It’s designed to facilitate powerful, purposeful storytelling. It will…
Read MoreBe A Powerful And Purposeful Storyteller
*The following post is an extract from my new book The Right Story.* Throughout history, the technology of the day has always influenced how its users communicate and share ideas. How we think about spreading ideas is shaped by the resources available to us. How we connect and persuade is affected by the way we…
Read MoreIs Your Marketing Working?
Last week I visited the local camping store to buy a gift card. As I was paying at the point of sale, a one question survey popped up on the keypad. The store manager asked if I’d seen their TV ad. When I said I hadn’t, she hit ‘no’ on the survey. I couldn’t resist…
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