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Problem-insight precedes solution insight. Someone has to recognise a problem before they start to solve the problem...
The future is not a result of choices among alternative paths offered by the present, but a place that is created - created first in the mind and will, created next in activity.
Innovation needs preparation, collaboration and the light of the soul. Every challenge provides that light - a greater depth of understanding about life and truth.
So it comes down to scarcity, one product or service having qualities you won’t find everywhere or ideally, anywhere. It’s the job of every brand to seek that out as their standard, their stamp.
Social media isn’t a brand strategy. Social media is a channel. While it’s important for a brand to develop something to say, it’s more important to create something that will be heard.
Consumers today have become a cynical mob of buyers who believe the reviews and ratings of complete strangers much more readily than your brand's promises and distinctions.
When it comes to branding and the ever-changing social media phenomenon, you’re not a mushroom. In other words, you shouldn’t be kept in the dark and fed a pile of...well, you get the idea.
A great sports car that goes from 0-60 in 3.9 seconds is just a fact. To the wrong audience, it’s irrelevant. But to the right audience, it’s a passion.
It becomes a question of 'How do we convey our differentiation instantaneously?' and drive a wedge between any apparent (or assumed) sameness in the marketplace.
There are three points I used to help a gourmet chocolatier increase sales 300% in a single month as well as a Midwest city to increase tourism guests 500% in 12 months.