Dome-shaped plastic in the woods is meant to keep campers dry and protected from pests.
The very same dome-shaped plastic in a daycare is meant to incite curiosity and play.
Would you market your product to campers the same way you would to daycare owners?
Who Are You Selling To? Read More »
The hardest part in whitewater rafting is the launch.
After that, let the water do most of the work. If you’re headed downstream.
Launch Is the Hardest Part Read More »
A virus that can’t spread will eventually die out.
An idea that can’t spread will also eventually die out.
Your job is to create a fertile environment where your idea is so irresistible to your customers that they can’t help but spread it to your new customers.
Every end is followed by a beginning.
What’s on the horizon? How are you planning for that?
Your customers don’t care about the success of your launch.
It’s your value that they’re willing to pay for.
It takes years for a brand to become an overnight success.
The overrated last play was built on the underrated ones that came before it.
Actions have consequences.
A self-focused intent sees this truth as a threat to security and a reason to flee.
A generous intent sees this truth as an invitation to dance and celebrate the power to invent the future.
Is your work able to tap into an insatiable desire?
Is the change that it causes contagious?
Tap into existing desires for glory, belonging, or security to help propel the adoption of your work.
The good strategies happen to be simple to describe but hard to stick to.
Put aside your good taste.
What matters is what your customers care about.
What Do They Want? Read More »
