Many companies jump into branding, storytelling, or content marketing – without first knowing what truly matters to their customers. It’s like writing a speech before understanding your audience. The result? Messaging that sounds good internally but misses the mark externally. Here’s the issue:Most strategies are built on assumptions. In 2+ decades of conducting double-blind customer…
“We have lots of data.” Nearly every organization asserts this. The good news is those that analyze their data often find great marketing stories. Sometimes analysis uncovers landmines of poor performance in key customer values. Almost every organization tracks some level of KPIs (Key Performance Indicators). These tend to be data points that reflect income,…
A common theme among business owners is that they dislike their own website. They know it needs attention. Often, they don’t even know what is says. Websites have changed since the early days of website design, from online versions of brochures and company catalogs to adding more catchy graphics. But there’s one thing that gnaws…
After getting about 100 cruise catalogues, I called to learn more. The agent provided dates, ports, and a price that initially shocked me. When asked what justified the high cost, I expected details about the luxury features but instead got, “Smaller ships charge more because fewer passengers cover the expenses.” This explanation didn’t address the…
A colleague recently posed an intriguing question, “Do you really need a competitive advantage?” The answer may surprise you: No, under certain circumstances. Thousands, if not millions, of look-alike companies are making decent returns, with some even experiencing impressive growth. Various factors contribute to their success. Sometimes supply and demand favors them, sometimes they benefit…
Cognitive dissonance is a psychological phenomenon that occurs when a person holds two contradictory beliefs at the same time Think you have a competitive advantage? think again! A competitive advantage is not what you think you are good at, unless the customer values it. I have asked thousands of business leaders and salespeople to tell me…
I recently decided to try a new gym that uses AI-enabled equipment. I was enthralled with the idea of AI machines telling me how to work out and how well I was doing. So, I set up an appointment after an offer of two free sessions came in the mail. I told the owner of…
There is an increase in the number of companies touting company numbers especially from large multinational firms. This is an encouraging development, in that organizations are relying a little less on clichéd content and are making efforts to distinguish their businesses with real numbers. However, the use of company statistics to convey value is often…
As we begin a new year, so too do the strategic plan implementations for most organizations. The question is how long will the teams remain committed to the goals and objectives spelled out? With the daily pressure of customer gains/losses, the stress of making sales quotas, operational issues and product/service issues, strategic plans risk fading…
Marketing and sales messaging is not about filling up white space but about getting a hook in with a compelling answer to “why do business with us?” If you and competitors have essentially the same messages, then you have painted yourself into commodity corner. Here is a real example of a recent client’s message: “We…
