A children’s mnemonic device to remember the colors of the rainbow, or light refracted through a prism, or the palette of visible light. I bring this up for 2 reasons: First, because I am continually amazed at the reality that white light is not monochromatic, but...

17 November, 2020

How do you communicate a benefit-rich idea and have the other party listen to you, think about it, and take the recommended action? What if that idea would help the other party reach their goals? What if you are marketing and they are sales? Winston Churchill...

22 January, 2020

What is it that really distinguishes you, that separates you from the bunch, that makes your prospects sit up and take notice, and your competitors sit down in despair? Let’s talk about your competitive differentiator If it’s price, you’ve got a big problem, because cornflakes compete on...

25 October, 2018

In the past few years "buyer personas" have become a standard marketing tool or concept. Unfortunately for many, they have become another "box to check" on the ever-growing list of things marketers must do...

28 September, 2017

In the past few years "buyer personas" have become a standard marketing tool or concept. Unfortunately for many, they have become another "box to check" on the ever-growing list of things marketers must do...

24 July, 2017

In My Face A colleague recently asked, “With all the data available to us now, what role, if any, does qualitative research play in b2b prospect intelligence? Isn’t that ‘old thinking’?” Somewhat in my face, and a tad confrontational, but a good question. To answer the question,...

28 April, 2017