This is a helpful way to think about how you can best focus your limited resources (time, energy, money, and people) so that you keep ahead of your competition in a meaningful way (in the eyes of your customers). Your customers will pick you if you are the leader in one of the three following
The journey a customer takes from first hearing about you, to trusting you is rarely brief. It's easy for customers to fall through the cracks along the way, they might lose interest, get frustrated, or perhaps someone else snaps them up along the way. One useful way to make your customers' journey as smooth and
"For years, corporate marketers have walked into budget meetings like neighbourhood junkies. They couldn't always justify how well they spent past handouts or what difference it all made. They just wanted more money - for flashy TV ads, for big-ticket events, for, you know getting out the message and building up the brand. But those
Whatever it is you're offering you'd better hope it's not a virus. Viruses don't care who they infect, everyone is a target. You actually care about the people who use your products, whereas a virus's only aim is to survive. You are not in the business of survival because you actually want to make a
You can get peoples' opinions easily, but you don't get the truth by simply asking for answers. You reveal it by understanding the right questions to ask, by really listening (by muting your agenda) and trusting actions over words. Watch what people do, don't just believe what people tell you. Organisations that succeed 'get' their
If someone asked if they could put a large sign in your garden, chances are you'd say "no". But, if that same person had previously asked if they could put a small sign up (and you'd agreed to it), chances are you'd now be saying "yes" to that big sign. Weird? What does this mean
What makes things popular? Word of mouth is 10 times as effective as traditional advertising, but why do people talk about and share certain things rather than others? This Workbook provides a set of specific, actionable techniques for helping information spread—for designing messages, advertisements, and information that people will share. Whether you’re a manager at
Here's a timely reminder from the wonderfully perceptive Tom Fishburne. I wonder what 2018's Emperor's New Clothes will look like!