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The Customer Values Question

  Years ago, I read the book Monopolize Your Marketplace. Though the title and tone is aggressive, it has some incredible content. The Three Roles of Marketing I teach come from this book. And, as I was working on a new project the other day and rummaging through some old notes, I came across the […]

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On The Four Levels Of Promises

The purpose of marketing is to make promises. The purpose of your business is to keep them. Most traditional cultures in the world are overflowing with proverbs around the importance of keeping your word and doing what you say you will do. It’s certainly true for my own Scottish and Celtic ancestry. “If I break

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What if I Can’t Guarantee a Result?

This is a blog post I’ve been meaning to write for years. Fairly often, in workshops, the question (and it’s a very good one) comes up: “What if I can’t guarantee a result?” That question usually emerges from the shiny palace of conversations about creating guarantees, and better than risk free guarantees, doing clever and

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The Three Roles of Marketing

This is one of those things that is actually very important to get about marketing that I talk about really seldomly but should probably talk about more.  When people are working on their marketing, I think that, often, they don’t really understand the role that their marketing needs to play. Or I should say ‘roles’

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stop trying to change minds

I invite you to give up trying to change people’s minds. People can be a lot like this child – stubborn. They don’t like being pushed around. Or told they’re wrong. This is the core challenge of marketing I think. Or a core blunder. Or something. Trying to convince people that we are right and

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the bigger cause

The other day, I wrote a blog post about the four key elements you need to create your platform. Today, I want to zone in on the last of the four – the deeper why and bigger cause of your business. It’s a simple question: ‘why do you do what you do?’ But it’s one

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A Common Story: Jane the Practitioner (in seven chapters)

Introduction: myths and assumptions Let’s get started. This is my belief: most practitioners fail not because it’s inevitable, but because they believe certain myths about building their practice. They are like lenses or filters they look through that colour everything. When I say ‘myth’ I mean the assumptions that most practitioners operate under about what

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