People don’t just listen to what you say, they watch what you do. You get their attention when your mission and message line up with what they believe. They want to buy from a brand that shares the same values they have. It’s more than a transaction to them. It’s personal. When they choose your […]
Love is the ultimate market disruptor
Here’s an old idea for growing and sustaining a business in the shiny new digital world: Spread some love. Love is much more than an emotion. It is an action word. Love puts the interests of customers and stakeholders ahead of short term business interests. A business operating in love will look for products for its […]
Buyer personas for selling toilet cleaner (and other marketing dirty work)
It started out innocently enough. We were having an earnest conversation about the ABCs of buyer personas: what they are, the business benefits they bring, and how to create them. We were well on our way to another informative discussion. Then it got weird. Jayme introduced an article from the Wall Street Journal titled Trying […]