Trying to change people’s behavior is a hallmark of marketing. When a firm adopts this approach, it puts its future in jeopardy. However, when a coffee shop owner takes this route, there is a high probability that it may…
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…
📖✨ Unlock the Power of Storytelling for Your Business! 🚀 Dive into the StoryBrand 7-Part Framework – a roadmap to captivate your audience and drive sales! 🌟 #1: A Character 🎬 Every story starts with a character…
Until you know your customers worldview, marketing is a conundrum. Instead of making a serious effort to know their customer’s worldview marketers and business people are still living in the day dream that “People care more about their brand purpose”…
Seth Godin about LittleMismatched.com In the world of socks, conformity has long been the norm – until LittleMissMatched.com came along. If you recall the Purple Cow days, you might remember the quirky charm of this sock company that dared…