Persuade people to action by talking about what they want, not what you need.
While a young boy my family use to keep Hereford cattle for a few years. Every couple months after the heifers had grazed the grass to nubs we’d move them to a new pasture. At first this proved to be an exerting [...]

Achieving the remarkable is not a question of ’should’ but ‘how.’
I think the hang up for most people is they focus soley on the aspect of new. In questing for the unique they completely break from the past. When all along they should have asked, what two existing things might people have twin passions for, [...]

Not long ago I spoke with a CEO about his goal of offering a software service through an ecommerce channel. Our conversation focused mainly on the specific market this would serve and the company website. At one point he beamed about regularly checking Alexa, and seeing the site ranking steadily climbing.
In that instant the little [...]

My car is a chevy from the mid-90’s. Surprisingly it’s in great shape, except for a bit of rust along the bottom interior of the driver side door. At first I thought about sanding the affected area down and repainting. But my parents had an alternate suggestion, apply Vaseline to the rusty spots. Well after [...]

Create relevant messages, know what customers value in your product or service… every marketer should embrace means-end analysis.

When you’re soaring 2000 feet above the ground it makes sense to take every possible precaution before leaving the tarmac. In comparison, when launching a marketing initiative it’s best to do your checks and monitoring but with an acceptance for a wider margin of error. In other words, fail fast and quickly learn from your [...]