On Wishes and Cobras
“May your every wish be granted.”_Ancient Chinese curse Wishing is a dangerous business, especially when our context is so different from the one clients we
July 18, 2022
“May your every wish be granted.”_Ancient Chinese curse Wishing is a dangerous business, especially when our context is so different from the one clients we
“May it be a light to you in dark places, when all other lights go out.” J.R.R. Tolkien, The Fellowship of the Ring Because of
In a certain corner of the marketing industry, there is a famous cliche: “Don’t be afraid to be pigeonholed, pigeonholes are stuffed with money”. Like
A kettle is meant to be used for boiling water so making it out of chocolate is of course… less than ideal. None of us provides
Viewing your competition as “others in my industry” or “people who do what I do” leads to a special kind of myopia. Namely, mixing up your “industry”
The default buying behavior of humans is comparing alternatives. That means whatever you offer, it’s going to be compared to competitors. But what if you really
Throughout history, selling expertise of any kind was usually local. That also meant that competition was fairly easy to identify and keep an eye on.
Historically, service value communication had a very limited range but was a fairly simple affair. If you sell ice cream or draw henna tattoos on a local
One day, a hair salon owner decided that they don’t get enough customers as a male salon, so he recalibrated the messaging. From now on,
It’s entirely true that people need medicines, and that the more people need what you do, the better. Does that not mean the best product in that