Communication

January 24, 2019

On the Importance of Capability and Character

In the end the decision to trust someone to perform a service for you can be summarized into two questions: “Can they?” and “will they?”  Indeed, […]
November 26, 2018

On the Connection Between Brand and the Value Proposition

Brand is an impression on the mind. The value proposition is a reason inthe mind (to purchase from X instead of Y). The right reason supported by the right impression increases the probability of the right conclusion, which points […]
October 18, 2018

On the Difference Between Doing the Right Thing and Doing the Thing Right

Doing the right thing is more important than doing the thing right. The marketer must deliver the right message to the right prospect at the right […]
October 17, 2018

On the Essential Triad of Relevance, Importance, and Nature

If the message is relevant, then it concerns them. If the message is important, then it concerns them deeply. If the message is urgent, then it […]
October 16, 2018

On the Importance of Clarity

The marketer’s art is not persuasion; it is clarity. Indeed, when the marketer represents an authentic value proposition, clarity is persuasion.
October 12, 2018

On the Difference between “How Many” and “How So”

We ‘listen’ to customer data in order to ‘hear’ customer insights. Metrics are not about ‘how many’; metrics are about ‘why so.
October 11, 2018

On Understanding the True Power of Marketing

Marketing is misunderstood on so many levels. Ultimately, it is a kind of “superpower”. The world is ruled not by brute force, but rather by elegant […]