Future Vision Benefits (Issue 934)
In which we are reminded to make some benefits personal when we’re positioning our product or service benefits. Read more »
Positioning Value
Two Doctors (Issue 933)
In which we are encouraged to lead our clients to new insights rather than reacting to their requests or complaints. Read more »
Product Pushing? (Issue 930)
In which we are reminded that pushing product or restricting client choices aren’t, by definition, bad practices. Read more »
How Would I Know? (Issue 922)
In which we are reminded it’s useful to know how our clients usually handle situations AND their buying criteria before making a recommendation. Read more »
Ceraldi (Backstories) Issue 918
In which we are reminded that, to a great extent, it’s our backstories that make us special. Read more »
Eggplant Parm (Issue 913)
In which we are reminded to develop one point, at least, that makes us easily memorable. Read more »
Bear Defense (Issue 912)
In which we are reminded to help our clients anticipate and prepare for yet-unseen future challenges. Read more »
The “Short” Personal Story (Issue 911)
In which we are reminded to craft short versions of our personal stories that prompt conversation. Read more »
Compère Lapin (Issue 908)
In which we are reminded that personalized attention to small details can make us memorable. Read more »