START WITH ‘WHO’, RATHER THAN ‘WHY’*

We all know the famous marketing concept popularized by Simon Sinek to “start with your ‘why’”. This concept posits that … More

CALLING YOUR CONTENT “THOUGHT LEADERSHIP” DOESN’T MAKE IT SO*

Marketers need to stop using the terms “Content Marketing” and “Thought Leadership” interchangeably. What’s the difference? Here are 4 key elements that differentiate them.

YOUR MARKETING PLAN IS A CHAPTER IN A LONGER STORY

Most companies start their annual marketing planning as if they’re starting from scratch. But your marketing plan should feel more like it’s a chapter in a longer story.

SELLING = EMPATHY

Selling is about empathy. To do it well, you need to care enough about your customers to know them and understand them.

YOUR CUSTOMER’S JOURNEY DOESN’T END AT CONVERSION

Understanding customer’s needs and how they shop your category is critical for every part of your business. However, if all you do is focus on conversion, you’ll end up with a leaky bucket.

Stop making content YOU care about*

3 steps to make your content plan more engaging to your consumer I check out and consume a lot of … More

WHO ARE YOU FOR?

So many marketers and business leaders I meet define their strategy in terms of their product attributes. They rattle off … More

“GROWTH MARKETING” WON’T BUILD YOUR BRAND

There’s an on-going myth, especially amongst early-stage technology companies, that all your business needs is a “growth marketing guru” to … More

EVERY MARKETER NEEDS TO BE A CONSUMER MARKETER

Regardless of what they’re called, every marketer needs to be driven by consumer understanding, data and insights about them, and a focus on addressing their needs.

WHAT IS MARKETING? CONNECTIVE TISSUE*

Marketing today is more complex, varied, and pressurized than ever. Teams I’ve worked with say they are busier than ever … More