Leave a Trail

Marketers, by definition, are not lemmings but trailblazers.

We don’t seek a path but leave a trail.

Nourishing Fertile Grounds

Groupthink is the soil that marketing grows in.

That’s why hyper-fact-based communication flies in the face of perception-centered, intuitive organisms.

What you need are stories, emotions, and ideas that spread.

Switch On

There’s no switch to turn off darkness.

But we do have switches to turn on lights.

When you turn on the light, both you and I can see better.

Bright the Light

Stars shine brightest in the darkest night.

And your light is brighter than a thousand suns. It’s infinite.

Then what do you have to fear?

Care

Tattoo on your forehead with invisible ink: ‘We have an unfair advantage: we care more.’

This is what customers should read at every engagement—both personal and nonpersonal.

More than any other skill or attitude, this is what keeps them coming back.

Crystal Clear

Our customers won’t listen to you carefully enough to figure out what you mean.

Their worlds are too noisy and cluttered to stop what they’re doing and listen carefully.

Your communication should be crystal clear so they don’t have to listen so hard.

Committed

Ensure your team is coordinated and has a plan to run cycles of testing and improvement with commitment.

You’ll run circles around the disorganized groups of frightened dilettantes.

Persuade Them to Persuade Themselves

The best marketing is when they persuade themselves.

Make them believe it was their own idea and then pull back. As if you were never there.

Then watch how they market your product for you.

Ad Boards

Your field team is doing the courageous work of bearing rejections.

Imagine their engagements.

What do they need to know before going in?

It’s cheaper to address the failures beforehand than afterwards.

Start With Reverence

Communication begins with reverence.

Pay tribute to the Greatness they draw from, listen to them, and inspire them to be their best.

Start with reverence not to elevate them, but yourself.