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Most marketers have started asking, “What is your LinkedIn strategy, Facebook strategy, Instagram strategy, or Twitter strategy?” instead of asking, “What is your people strategy?”   Social media marketing and advertising are not strategies—they’re about buying attention on these platforms or wasting time boosting someone else’s channel. Instead of spending so much time on social

I believe there are only two types of brands: Purpose Brand Popular Brand   What is a Purpose Brand? A purpose brand serves as a two-sided compass. One side guides customers to the right products, while the other directs designers, marketers, and advertisers as they create and promote new and improved products.   Example: Volvo

“Don’t just satisfy your customers, delight them.” ~ Warren Buffet. Just think, how many companies’ products have you used or consumed over the past year that truly delighted you?   After reflecting for a moment, you might recall a few companies, while some people may struggle to remember even one that has genuinely delighted them.

To innovate a product for people, you need to understand their  1. Wants and Needs Distinction between Wants and Needs: Wants: Desires or preferences that are not essential for survival or basic well-being – “Nice to Have” Needs: Necessities required for survival, physical health, and overall well-being – “Must Have” Example of Wants in a

For years, consumers were led to believe that only picture-perfect vegetables deserved a place in their shopping carts. Misshapen or “ugly” produce was often discarded, contributing to a significant amount of food waste. However, a clever shift in marketing has transformed this mindset.   In 2014, the French supermarket chain Intermarché launched a groundbreaking campaign

How can you differentiate yourself when your products and services are very similar to those of dozens of restaurants in the market?   Let’s take the example of a hotel in Salem, India, where the restaurant is run by a couple. Instead of changing their menu, improving customer service, or even altering their pricing model,

Cialdini’s first principle of persuasion asserts that humans have an innate tendency to reciprocate favors and repay debts, essentially treating others as they have been treated.   The concept of reciprocity suggests that people naturally feel compelled to offer discounts or concessions to individuals from whom they have received favors. Psychology underscores this phenomenon by

Get rid of the free mindset because when customers pay for your product out of their own wallets, it sends a strong signal.   Start asking them to pay from the beginning or reduce the benefits of the free version. If they are not willing to pay, it means your product doesn’t compel them to

Customers form opinions about quality based on their experiences, yet many companies merely use the word ‘quality’ as a marketing slogan to catch their attention, which neither provides a strong value proposition nor effective positioning.   Note: Word-of-mouth marketing only proves effective when customers have ‘aha’ moments while experiencing your services or products.