I watch a bus pass by, carrying with it a score of frustrations, hopes, fears, ambitions, and stories. Each and every one precious in its uniqueness and untellable in its scale. Just pausing for a moment to appreciate the grandiose nature of the world around me is breathtaking.
One of the many defining aspects of a brand is tradition. What kinds of things does your organization always do? Many traditions seemingly have no reason, but they play a defining role in the customer experience. When a traditional aspect of your brand’s customer interaction is missing, people notice. The interesting thing about traditions, though, […]
A short while ago, I complained about a television advertisement that criticized blogging as an ineffective means to reach customers. I don’t want to leave it at that. Instead, I think I should outline reasons why you should blog. MarketingProfs is a wonderful business blog; I subscribe to their daily newsletters and spend a lot […]
Sure, blogs were cool years ago when everyone and their 13-year old niece had one. Today they seem to be everywhere and cover topics from conquering global climate change to cleaning the soap ring off your bathtub. The question is: how can blogs improve my hiring process? Many of your best undiscovered prospects are too […]
On Monday, I proposed we analyze a market entry situation. We have three market segments to consider and must determine who our perfect customer (story teller) would be: Dock Dwellers, City Slickers, or Locals. Considering that fishing is a seasonal activity, we need to focus on customers who will be around year-round: the Dock Dwellers […]
We have discussed story tellers at length, but most of that discussion applies to established business and not to entering a new market. The concept, however, applies to both. To understand this, it is easiest to refer back to our tackle shop example from before. Rather than already owning the tackle shop, assume we want […]