“Niche is rich” so some people say. But why do they say this? I mean, it seems counterintuitive to limit your market size, doesn’t it? You want to sell to as many people who will buy your product or service, don’t you? A few clarifications to help you make better marketing and sales decisions: Your niche is about outbound, not who can buy from you Defining your … [Read more...]
How a Chocolate Éclair Makes You A Better Marketer
Ever thought about why you dive into a chocolate éclair (or mint chocolate chip ice cream, or a bag of jelly beans…name your guilty pleasure!) I mean, it offers so much, right? Maybe you’re hungry. Maybe you had a bad day. Maybe you’re celebrating a big client win. Maybe you’re having coffee with a friend and want to share a bit of decadence together. Maybe you just think it … [Read more...]
How to be a better negotiator
Nice guys and gals finish last. That has been the conventional wisdom, hasn’t it? That only sharks using cutthroat tactics can make favorable deals and negotiate effectively. I’m calling BS. Turns out, empathy is a secret weapon when it comes to negotiation and effective collaboration. And author, activist and strategic … [Read more...]
Does empathy make you a better leader? And thought leader?
In researching my forthcoming book, The Empathy Edge, I found ample evidence that empathy can make you a more successful leader, But…why? And can it also impact your success as a thought leader? Yes. Today I’m interviewing Denise Brosseau, CEO of The Thought Leadership Lab, where she works with executives and entrepreneurs seeking to grow their influence. She’s the author of Ready … [Read more...]
How Brand Benefits Define your Position
Choosing the right lead benefits for your brand messaging dictates which customers you will attract. And a pair of hospital system giants in the San Francisco Bay Area exactly prove this point. Why this is even more amazing: healthcare advertising is the WORST. Most of it talks about the exact same things and offers no real differentiated position for customers. In my advertising days, we used … [Read more...]
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