Sell the Back Story (Issue 1231)
In which we are reminded that our companies’ origins and values stories can be powerful tools to attract, enroll, and engage new clients. Read more »
Positioning Value
Mush Mouth (Issue 1229)
In which we are reminded to speak so listeners can understand us…easily, without straining. Read more »
Target Zero (Issue 1225)
In which we are reminded about the impact of demography and geography on demand for services. Read more »
What’s Your Cookie? (Issue 1223)
In which we are reminded of the importance of butter, sugar, and memorability. Read more »
Butchering the Opportunity (Issue 1221)
In which we are urged to think deeply about our distinctive, additive expertise. Read more »
Burying the Lead (Issue 1217)
In which we are reminded, when we are positioning ourselves with clients or potential clients, to ensure that our main message or lead idea stands out clearly. Read more »
It’s the Melody (Issue 1189)
In which we are reminded that, when we can’t complete with another firm on delivery speed, price, or some other value proposition they’ve masted, it’s up to us to develop our own alternative based on what we can do well. Read more »
Olive Some of Those (Issue 1187)
In which we are reminded that supporting client behavior change can be the most important part of our sales. Read more »