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 [...]
I gave a workshop recently about humanizing products and marketing, and we talked about why narrative and great stories matter during design and in our customer communications. Stories of empathy and customer needs inform the design process, and, when we know what challenge we’re addressing with our products, [...]
Jargon gets between you and your customer and it’s one of the biggest challenges in marketing messaging today, regardless of industry. As I’ve written about before, jargon is not just a disservice to your customer; it’s a marketing and sales problem for you that shouldn’t be ignored. [...]
