I don’t claim to be an expert in psychology, but it’s certainly one of my passions both in and outside of work. There are dozens of ways archetypes are useful, including personality tests like Myers-Briggs, but I find the most interesting relate specifically to the role archetypes often play in brands (and buyer personas are a form of […]
I constantly see this situation with our potential customers. They have a successful sales organization, their business comes from referrals, and they fear that if they take their eye off the ball for one moment, the whole thing will come crashing down. It’s a valid fear—one I empathize with deeply. At a certain point it […]
There’s a subtle distinction between stubbornness and persistence. It’s easy to mistake one for the other, both as a first-person doer and a second-person observer. I remember watching a documentary on a real estate billionaire, David Siegel, who was building the largest and most expensive house in America, called Versailles; during construction, the financial meltdown of […]
Blogging is usually very clearly a marketing function, many times expected to drive traffic through SEO and being shared on social media. This stereotype makes it easy for sales-driven organizations to opt out of blogging. “We don’t care about SEO.” “Social media doesn’t drive leads for our business.” and of course… “We don’t have time […]
Improving your brand gets more expensive every day you don’t take action. I’m not talking about inflation, rather customer perception and the momentum you build with customers– whether consciously or not. Here are three reasons to improve your brand sooner rather than later, no matter what stage you’re in. 1. Confuse fewer customers You reach […]
