“I never, ever want to get a phone call from a customer about an undercooked hamburger.” That quote’s from a former boss of mine, during a meeting about licensing one of our organization’s valuable brand names to a food service … Continue reading
Before you can tell the world about your idea, your product, or your brand, you've got to understand the job you're going to fill in the marketplace. Sharpening your position ensures that you're focusing the right message on the perfect audience.
Imagine you’re struggling to figure out how to move your family business forward in a crowded market. Your competitors are huge, entrenched in your industry, and content to squeeze your little company out of business. It’s a challenge we often … Continue reading
“Hello, Consumer.” That’s the first line of an e-mail I just got from a brand for whom I had once participated in some user research. You would think that they’d have kept enough of my personal information on file to … Continue reading
When I talk to business owners and company leaders about why they think their messages aren’t getting traction in the news media, I’ll cite changes in the way newscasts actually present information. Instead of just telling you the news, an … Continue reading