The Costco Story – Turning Restrictions into Retail Gold
It would have been easy for the experience to become crappy, but for some reason, it isn’t.
Howard Johnson’s – The First Restaurant Franchise
How did they go from 2 locations in 1935 up to 107 locations 4 years later?
Customers never bond with facts
When they realize your brand's story is a part of their story, they’ll follow you to the ends of the earth.
Want your ads to get noticed? Deny a common truth.
When something violates our expectations, the hippocampus prioritizes that information.
Lite Beer: How listening launched a whole new category
It's not going to sell if you don’t help customers identify with your brand.
How to create a strategy – Let’s get real.
If it’s something that’s really common, it’s a tactic. It’s not a strategy because a strategy can’t be repurposed.
Unique Selling Propositions
The problem with most marketing consultants is they try to make their client’s product seem unique.
Play angle of approach for fun and profit
Angle of approach lets you transform a rolling piece of scrap into a dream car.
Ding dong! Avon calling! – Why it worked.
Persis showed how the best way to market to women was to have women selling.
Which Marketing Strategy is Most Effective?
Growing a business requires two types of strategies: Overarching Marketing Strategy and Message Strategy.
How Did You Hear About Us?
Asking is selfish and goes nowhere. And don't ever make your problem the customer's problem, ever.
The Rise of Root Beer – Attaching to the Familiar
How did a pharmacist popularize his alternative to polluted water or alcohol? Can we use the same play?
How to Become Famous on a Small Marketing Budget
There are 3 main levers that can help you become famous and wealthy.
Digital Advertising: The Magic Money-Burning Machine?
How do you ensure that your digital advertising performs like an investment rather than an expense?
Calendly’s Formula – Dive Into The Customer Experience
There was software he found that solved bits and pieces, but none checked all the boxes.