What’s the right story ? It’s the one prospects are showing us they want to hear. Delivered when they’ve demonstrated that they want to hear it.
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Maybe labeling your porn shop as "American Owned" is a brilliant branding move. Or maybe it's cognitive bias running amuck.
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We need great designers to help us create something that’s beautiful in its simplicity and efficiency. Something I'm characterizing as "Less Design".
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We need to tell prospects more than what we are. We need to tell them why we matter in their lives. That is at the heart of your brand story.
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Combine creativity with the technology and you have the opportunity to create something exponentially more powerful.
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Customer experience is about understanding what the customer wants throughout their journey and iterating to continuously improve what you're delivering.
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Customer experience mapping uncovers opportunities to offer your prospect great information, tools, and stories that draw them closer to your brand.
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So before we design something. Before we put witty words to paper. Let’s put our creative strategy to the test. Let’s ask these four questions.
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The evidence gathering effort should match the project parameters (budget, timeline, etc). So how do you decide what the customer experience deserves?
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Unless we want to compete solely on price, we need to optimize for more than search. We need to optimize for the things that our prospects really want.
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Asking a Beautiful Question feels positive while being a disruptor feels negative. Being negative is easy. Being engaging and inclusive takes work.
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Understand the numbers and the humans who generate those numbers. In the future, it will become the price to play in marketing.
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Behavioral study can unlock some valuable strategic direction. There are some simple ways to get started. See what it can do for your efforts
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Generating quality leads takes focus and strategy. Here are four steps that can help add that to your efforts to connect with those quality leads.
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We need more creative people to be great strategists. To understand research. To have a grasp on analytics. And most importantly, to understand the customer journey.
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If there is one axiom that captures the monumental shift in marketing it’s this: It’s no longer about selling to your prospects, it’s about helping them buy.
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Being 'creative' is not a luxury to a business. It's an economic necessity.
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Doodling got a bad rap. Characterized as an absent-minded activity of the perpetually distracted. But recent research is giving new biz cred to doodling.
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It's okay to be an expert. But being an expert is defined by what you do. Not by some cute (and somewhat annoying) self-given title like 'guru'.
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Fearlessness is that unique ability to willingly accept a challenge knowing full well that there Is a very real risk of failure. But also knowing that what you could potentially gain from the experience could prove invaluable.
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