Posts Tagged ‘worldview’
The Win Loss Mindset
Trade shows are interesting. You pay for the opportunity to set out your stall and market your wares to a generic, gender or interest demographic. It’s a game of hope and pitch, with a lot of waiting and rejection in between. For every person who buys something another ten walk past—unmoved and uncaring. Clearly not…
Read MoreWhere Big Ideas Begin
Big ideas never start with a big idea—they start with a small problem, impacting a lot of people, that no one has worked out how (or cared enough) to solve. Slack, Powerwall, Instacart, iTunes, GoPro, Simple and on and on, fall into this category. You have to name the problem before you can begin to…
Read MoreThe Characteristics Of Beloved Brands
Earlier this week Bob Lefsetz wrote the following line in a post about Elon Musk; “We know greatness when we see it, we clamor for it. We want to get closer to it.” We also want to emulate it—to understand the qualities and characteristics that elevate certain leaders, businesses and brands above the rest. Analyse…
Read MoreAwareness Is Overrated
Every entrance and exit to the market was in lock down on Saturday. The footpaths, walkways and zebra crossings we each covered by teams of two volunteers shaking collection tins and asking for donations. Several over-enthusiastic volunteers stepped out into the path of oncoming pedestrians to make saying ‘no’ was a physical act. Back home…
Read MoreHow To Be Valued In Any Marketplace
Mike is ‘in sales’. He takes care to dress well, to tone down his tie and give a firm handshake. He begins every conversation with a prospective client by first introducing himself and then sharing his perspective about why he’s there. It’s no surprise that Mike is met with hundreds of rejections each year from…
Read MoreThe Spotlight
I went to see Bill Nighy and Carey Mulligan perform on Broadway last week. What was interesting to observe was how little most people in the audience were enjoying the act of ‘going to see Bill Nighy and Carey Mulligan perform on Broadway’. There were complaints about the fact that they doors didn’t open early…
Read More5 Steps To Making Things People Want
Here’s the subject line ‘just curious’ email I got the other day. Maybe you got one too? The marketing consultant had gone to the trouble to know my name, but that’s where the personalisation ended. “Hi Bernadette, By any chance, are you interested in solutions for getting sales appointments and leads? XYZ does so on…
Read MoreThe Easy Way To Create A Mission And Vision Statement
There’s something beyond skill, talent, investment and resources that powers the most successful companies, and that’s a clear sense of where they are going and why. When you have a compass it’s not only easier to get to where you want to go, it’s also possible to take people with you. I’ve written previously about…
Read MoreThe Power Of What We Measure
It’s easier than ever before to create a set of metrics by which to monitor our progress and measure our success. Click-through rates, subscriber numbers, impressions and customer lifetime value are useful data points. What if we measured our success by the results we delivered for our customers? Not what the customer did for us,…
Read MoreWho Exactly?
Who exactly is your ideal customer? Was her mobile phone on her bedside table when she woke up this morning? Did she reach for it as soon as she opened her eyes? Or did she go for a run before sun up, then sip hot water and lemon as she scrolled through her Facebook feed?…
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