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Think about all the receipts you accumulate in a day. You might have gone to the convenience store for gas. You bought breakfast later. You picked up dry cleaning. You went to a gym. You went to a bookstore. Now, from those, how many of those did you have an
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“The aim of marketing is to make selling superfluous.” – Peter DruckerTo undo a first impression takes a lot of work. Every day we operate on mental shortcuts. We decide. Then we think. We make conclusions based on what we perceive, and then we rationalize to justify our decision. If this
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“Opportunity is missed by most people because it is dressed in overalls and looks like work.” – Thomas A. EdisonIf you were trying to figure out how to create a light bulb, how would you have gone about it? Would you have never gotten started because no one had ever created
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Guess who your customer is comparing you to? Your competitors? Partly. They are comparing you to everyone. It’s the same as you do. We are all snobs. We have experienced the Rain Forest Cafe with their entertaining way of delivering their commodity – American food. We have experienced Starbucks with
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If you ask the average person, “What do you want?” you will observe a phenomenon. There will be a vague answer, and often a difficulty in articulating. Most people cannot articulate what they want from life, much less from the businesses they buy from. Behavioral economists, like Nassim Taleb, have
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It is likely you are not the only one offering what you have. If that is true, then you have the challenge of helping the customer make sense of your unique product or service. If you are like most businesses, your competition makes you appear irrelevant. Try shopping for a
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Under 60 seconds. This is the time which people spend looking at your website, billboard, article or whatever is put in front of them. The majority of viewers spend less than 30 seconds. Every year, that time is dropping. In the course of time, people have evolved to use heuristics
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Your tools are commodities. Everyone can get access to them today. In fact, everyone does access the tools. The case, more often than not, is that they are underused, misused or irrelevant in most people’s business. The tools are a lot like sports equipment. There is a lot of
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