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When a distraught supermarket manager complained to the dean of Drexel Institute of Technology about slow-moving checkout queues costing him profits, he pleaded for a technology that could speed up the lines. However, the professor shrugged him off.   Overhearing…

“Which would you buy? A dress shirt priced at $60 or the very same dress shirt, priced at $100, but ‘On Sale! 40% off! Only $60!’?” — Dan Ariely and Jeff Kreisler    What is called Anchoring? “The first number…

New approaches will never be embraced by everyone at first. If you need unanimous consent, you’re not going to move forward. – Seth Godin   Until 1916, most American consumers handed their grocery lists to a store clerk, who would…

When Thami Mazibuko returned to Soweto six years ago, he discovered that there were very few bookstores in his township. So, he decided to launch one for his community. He firmly believed that reading not only improves literacy rates among…

In Washington D.C.’s Petworth neighborhood, a small ice cream shop is serving up freshly made cones with a generous spirit. At Everyday Sundae, owner Charles Foreman believes no one should miss out on ice cream — regardless of their ability…

A hairdresser named Pon Mariappan in Thoothukudi wants to encourage more people to invest their time in acquiring knowledge through reading books rather than wasting it endlessly scrolling through their phones.   To make this happen, he devised a plan…

Peter Askew is the kind of person who has always believed in giving more than receiving.   He worked as a marketing manager for several companies and helped generate solid profits during the early days of online marketing. But time…

Trying to change people’s behavior is a core part of marketing. But when a business relies too heavily on this approach, it can risk its future—especially for small businesses like a coffee shop, where even small missteps can seriously affect…

Marketers and businesspeople still cling to the illusion that people care about their brand’s purpose instead of making a real effort to understand their customers’ worldview.   But the truth is, customers only care about one thing—does it solve their…

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…

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…

“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…

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 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…

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…

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…

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.…

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…