If they knew what you know (1)
Sometimes it feels awkward to ‘sell’ an idea or product, but persuading people to agree / sign up / buy what you’re selling is fine… Read More »If they knew what you know (1)
marketing
Our problem
They say a problem shared is a problem halved, but it gets better than that: some burdens feel much less than half as light when… Read More »Our problem
Would I click on this?
… is an excellent question to ask yourself when you write, share, promote something. Would I use this term to search for this? Would I… Read More »Would I click on this?
Neil Gaiman on character, motivation and plot
The next [building block of story] is the characters. Who are they? What do they want? I’m going to harp on a lot about what… Read More »Neil Gaiman on character, motivation and plot
Crossing bridges
There’s a reason that most marketers advise us to sell things to people who are already buying: getting something important into the hands of people… Read More »Crossing bridges
Bread and butter: unbundling complex products
There is a place (a big place!) for custom work – people pay more to get difficult jobs done well, and the craft required gives… Read More »Bread and butter: unbundling complex products
Resource: Robert Cialdini’s “Influence” distilled – the science of persuasion
Robert Cialdini’s “Influence” is a really useful tool for understanding some of the key building blocks of persuasion, and is a marketing classic. This video… Read More »Resource: Robert Cialdini’s “Influence” distilled – the science of persuasion
Clayton Christensen on why customers pay a premium, or: bad products are expensive
If you hire a product to get a job done and it doesn’t do the job well, then you have to take it back, or… Read More »Clayton Christensen on why customers pay a premium, or: bad products are expensive
Clayton Christensen: Jobs to be done (1)
Here’s a great insight from Clayton Christensen: people don’t buy a product or service because of abstract needs, but rather when they have a specific… Read More »Clayton Christensen: Jobs to be done (1)
No shortage of money
There is no money shortage. It might not be where you’d like it, and there might not be people lining up to give it to… Read More »No shortage of money
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