Almost everybody loves a sunny day. It is a given, something we do not spend much time thinking about. If it sunny outside, we know most people will be happy about it. Not quite as many people, though, loves a rainy day. Actually, quite a few. And if you are one of those, it is … Continue reading Sunny and rainy days
If a customer (or a potential one) shows up with a request that is not in line with your procedures, processes, habits, or even product or service, the generous thing to do is to make an exception. If that requests gets asked more and more, than you have two options. Change your procedures, processes, habits, … Continue reading Exceptions and rules
If you have something you are proud of and care about, rather than starting by listing all of its benefits and advantages, first ask. Who is it for?Who is the audience, what are their characteristics, where do they hang out, and with whom, and for what. How does it help them fulfill their purpose?What do they … Continue reading What comes first?
The problem with Artificial Intelligence and Machine Learning, at the moment, is a problem of use, not of technology. Companies mainly implement AI in their products and services to maximise economic results, and they fail (mostly) to actually deliver value to their users. Take the advertising industry, for example. AI and ML are used by … Continue reading Why is AI assuming to know us?
There is a common belief, particularly in business-to-business organisations, that in order to be a good marketer you need to know the ins and outs of the product (or service) you are marketing. That is a myth. Much more important is to understand what problem the product (or service) is addressing, how high it is … Continue reading The product in the background
Sales emails are bad more often than they are not. Really bad. I remember a sales rep reaching out to me on LinkedIn while I was unemployed, telling me how great I was, how much he appreciated my work and how the tool he was selling could have improved the performance of my company. Yet … Continue reading Sales emails
It is possible, some would say even easy, to lie when you advertise something. When all you care about is getting few more clicks, a bunch more registrations, a bump in your growth line. There are different types of lie. The first type of lie is the one that promises. "Buy this and you can … Continue reading You choose to lie