There is an emerging realization we as companies need to better understand the role played by the customer, or as I say, the “Hero”. I started thinking more and more about the relationship between the Hero and what they are looking to accomplish (the Mission) after…
The competitive landscape is where your Heroes are looking for the value you provide. You are never there alone and the more competition you have in that landscape, the more advantage you need to stand out. Competition includes companies who are competing directly…
Are you targeting Buyer Personas? If yes, therein lies the problem. Last post, we discussed the importance of your Brand. Your brand narrative allows you to understand your messaging to the world. Or more directly, to your ideal customers. Now that we discussed the…
“A brand is more than just a logo and a tagline.”, Americus Reed said in the Hidden Brain podcast back in 2021. I am going to borrow a great example brought up in that podcast when talking about the power of the brand. The sheer value Branding can deliver to a…
What is the BORRAT Framework? The BORRAT Framework aims to provide comprehensive information to all individuals involved in a task, ensuring that even if they revisit the task weeks later, they will have the necessary background knowledge to recall its purpose and…
It was a fateful meeting in the year 2000 that ended up destroying Blockbuster. Blockbuster had an opportunity to buy Netflix for 50 million dollars. Blockbuster was worth about 5.9 Billion dollars at the time. John Antioco, Blockbuster’s CEO held back laughter at the…
I have been at Inbound 2023 this year, and it’s been a great experience. Partnership development has been a common message at Inbound this year, and it makes total sense.