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.
Nourishing Fertile Grounds Read More »
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.
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?
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.
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.
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.
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.
Persuade Them to Persuade Themselves Read More »
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.
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.
Start With Reverence Read More »
You’ll pay a lot for it.
But you’ll get a lot more than you pay for.
Value of a Good Product Read More »
