One of the hardest things to do when defining what your business does is explaining it in the simplest of terms; the key challenge is distinguishing between features and benefits. The reason that this is so vitally important is that, in the words of User Onboarding: “People don’t buy products; they buy better versions of […]
Understanding the difference between a customer’s wants and needs is a major key to succeeding in business. Often what a customer wants is diametrically opposed to what they need. As a businessperson, your job is to give the customer what they want. Helping them to understand what they need is also important. However, it’s not […]
Though the old Be Like Mike ads are cultural icons, Gatorade has found a way to make them more interesting.
Does the term crowdfunding sound familiar? Have you ever seen a Kickstarter or GoFundMe page before? If all of this seems foreign to you, then you are missing out on a fabulous opportunity. Crowdfunding is a new way of funding projects, allowing anyone to contribute a small amount of money to help a new business […]
As a well known Disney fanatic, I get asked about storytelling quite a bit. And, my number one and only tip is this: be authentic. It doesn’t seem like a lot, but many people are afraid to be authentic. A great way to express authenticity through story is by talking about a time or situation […]
Happy New Year! Last week I vacationed in Mexico City, where I ringed in the new year. It’s the first time I’ve spent considerable time there, it’s a huge city and covering it in a week is impossible. Good thing they have sightseeing buses, or turibus as they’re known there, that take you on different […]
I’m sure you’ve been in meetings where everyone worries about competition more than they worry about customers. It is a fact that for traditionally run businesses, any talk about strategy quickly shifts to competition. It’s unavoidable and it pisses me off. Traditional business practice is based on beating the competition, which assumes that there is […]