Now is an excellent moment to start that blog you always wanted to start, to write that book you always wanted to write, to launch that podcast you always wanted to launch, to become the video maker you always wanted to be. There's hardship around us, and it takes courage to think forward. If you … Continue reading Create
Ideally, relationships are established in good times. It is more challenging to do that when the crisis hits, when everyone is occupied saving their neck, when nobody knows what tomorrow will bring. There's a sense of individualism that grows in dire times, preventing the reciprocity needed to build and cultivate relationships. The only thing that … Continue reading Reciprocity
Why do people keep going out and gather in groups when they are told to stay in and avoid in person contacts? Because it is very difficult for each one of us to picture what could be, what could happen, the damage (or good) we might be bringing about. Until that is finally here and … Continue reading Authority and people
Generosity and kindness work very well as a marketing tactic, particularly in times of uncertainty and discomfort. If you have something valuable to share, do it. But value is not measured on your income statement, in this case more than ever. It is measured in the impact you have on those you serve, in the … Continue reading The difference you make
What we are not helps define what we are. Yet certainly, that cannot end there. This is particularly true when we compete, when we try to influence, when we run against something that is already established. We need to differentiate, and that cannot be done by merely saying "not-the-other". The more you let this message … Continue reading What we are not
The stories we tell others, the ones we use to buy people into our cause, to inspire action, to convince buyers that our brand is better, to present ourselves and the work we do. They are not lies. They are ideals waiting for an audience.
Sometimes things do not turn out to be as they should have. And so, a podcast ad by Dashlane that follows the general rule for which you are supposed to leverage the potential of the channel might fall flat. Simply because it is not enough to go on a show that often aims at social … Continue reading Against common sense