The following post is an update from a prior post from over a year ago. My update appeared in convinceandconvert.com on September 30: Why Every Organization Needs a Chief Marketing Improvisation Officer. Improvisation Makes People Better Marketers The New CMIO As a stage improviser, I love [...]
Underlying every business decision is a personal need – a human need. It’s Abraham Maslow’s famous Hierarchy of Needs in action. Customers don’t make purely rational, logical decisions. Although for too long, B2B marketers acted as if customers made robotic decisions based solely on rational value. We don't check [...]
Marketing Human2Human - The Newest 'Old' Idea Sadly, ‘human’ has crossed into jargon-dom. In September 2013, I wrote about the latest CMO marketing buzzword - ‘human’ - based on Ad Age’s article. More recently, I’ve seen social media posts about human to human (Human2Human) as opposed to B2C [...]
This is part II/II. Read Part I here. Show How Customers’ Situations “Change” Users don’t buy ‘value propositions’; they buy something bigger that helps them in their lives. The most important part of a story, therefore, is showing how the hero/protagonist of the story changes. What can your [...]
Product Storytelling Matters Humans are wired for stories; we’re storytelling animals. Yet, we’re living in an era of ‘Big Data’ information overload. There is too much data chasing too little mindshare these days. That’s because data itself doesn’t create what people want most: meaning. The resurgence in storytelling, [...]
Every business is in the simplicity business. This article discusses ways of simplifying messages so you uncomplicate customers' lives.
