Businesses shouldn’t just solve problems; they should create experiences that transform how customers feel and behave. Having a unique and memorable customer experience is one of the most powerful ways to build a brand. Your brand is the promise you make. Your customer experience is how you deliver on that promise.
Category Archives: Marketing
So What?
Nobody buys AI. Nobody buys innovation. They buy better outcomes.
You Can’t Fish in New Waters with Old Bait
I sat across from two insurance veterans last week, good people who’ve built a solid auto and health insurance business over decades. Their client base calls them for everything: “Can you check my policy?”What’s my deductible again?” “How do I file a claim?”
Marketing Lessons from “Big”: When We Forget the Customer’s Perspective
I don’t get it? Many marketing presentations look like this scene from the movie Big. The presentation focuses on what toy sales can do for the company, not what the toy does for kids!
Technology Won’t Save Your Product! Why Customer Pain Points Matter More
Why should they care? I had some entrepreneurs show me a project they’re working on. It’s a finance application for small businesses. One of the founders is an accountant who gets questions constantly, so he figured he’d create an app to solve that problem.
How Not To Determine Whether Or Not An Idea is Worth Doing
“I’m not sure about this idea anymore.” Why? I asked. “Because I talked to two potential customers and they don’t seem interested”, she answered. This was a conversation I had with a friend who wants to find out whether or not an idea she has, a need she has, is worth pursuing.
Focus on the Problem Customers Have, Not What the Competition is Doing
I recently had a conversation with a friend who owns a marketing agency. My friend, although very smart, has a very deep tendency to see what competitors are doing and is constantly reacting to what others do. This puts him, and his business, in a bad position. Most business leaders run their businesses the same way, looking at what others do.