Instead of pitching offerings, build an idea universe around your customer.

Instead of pitching offerings, build an idea universe around your customer.

I just helped a $2000 Coffee client figure out how to get past the ‘pitch what you got and see what sticks’ paradigm. This client, who works in an exciting area of tech entertainment, is well-versed in idea pitching. In fact, he and his competitors live and die by pitching the hottest, latest thing to buyers. What’s the downside? I’d say the frustration of “having your idea rejected because, well, because the buyer is grumpy” ranks at the top of the list. Followed by “pitching an idea, only to find your nearest competitor just ripped off your idea and is […]

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You want great marketing? Start with your toilet.

You want great marketing? Start with your toilet.

I was doing a marketing workshop with a group of executives not too long ago. We were mapping out how to ground marketing in the mission, vision and values of their company. It was during that discussion that one of the CEOs piped up and said “You want to figure out what a company stands for, check their toilet.” Her fellow workshoppers were stunned. I laughed out loud. She had hit on the motherlode of what creates an authentic brand – and tapped into one of the most powerful marketing tools ever. Let me explain. Your brand is what you […]

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