When you talk about change, you might get a lot of resistance or a lot of cheering. Most likely, a mix of the two. In both cases though, you are not one step closer to the change you are seeking. And that is because telling about change is only one small step on a highway … Continue reading A small step
When you put your idea out, it is the whole world to you. For anybody else, it is just one of the hundreds heard in the past few days. This is a gap that drives a lot of misunderstanding ("that's not what I meant!"), frustration ("they do not care!"), and missed opportunities ("I give up!"). … Continue reading Ideas out
When you launch a rebrand, it's often better to just rip off the bandaid. One piece of evidence. Google launched Workspace today, as a replacement to Google G Suite offering. Microsoft launched Microsoft 365 six months ago, as a replacement (?) to Office 365 offering. Judge for yourselves.
If you only look at what was and what is to shape what might be, things are going to be extremely difficult. At any point in time, the market is cluttered. It is challenging to compete with incumbents, new players, alternatives, and outsiders. If you want to excel, it is going to be an uphill … Continue reading What might be
If you have a hunch something is not working, pull the plug on it. And actually, we should regularly pull the plug on the things that take most of our time, and see which ones we are truly going to miss. This is clearly really applicable when it comes to marketing tactics. If there is … Continue reading Pull the plug
Marketing is about changing behavior. And what marketers often fail to grasp is that the change is not about a transaction. It is about a connection. When you make it about a transaction it is the here and now, this is what we have, this is what you need, take it, here is how much … Continue reading Changing behavior
When you have the choice, when no one is watching, do you choose the product or service you are trying to sell, or one of the alternatives? This might seem like an unnecessary question, yet honest answers could surprise, particularly when digging into the various uses a product or service is supposed to have. At … Continue reading Choice
The great thing about shipping content that matters to your own audience is that you can let them choose how much they are willing to pay for it. And in average, you will get a fair compensation. Business models have been turned upside down in a world where everybody is a content creator. There is … Continue reading Bold models
It would be liberating if we would all spend less time trying to convince others and more time trying to reach out to those we have an affinity with, and then expand from there. Growth is rarely forced upon. Telling without listening will cover only a small part of the story.
When you are on the market to buy a house, and you start going around to see some of them, you will probably feel better about those who have furniture in it. Even when you actually plan to get rid of everything and bring your own furniture in. An empty house is often difficult to … Continue reading Empty house