Buying software is not a business goal

Photo by Alice Achterhof on Unsplash

When you want to build a table, you know it’s not enough to buy a hammer.  When you want to make pizza, you know it’s not enough to buy a pizza stone.  You know that buying the tools is not the same as creating the thing.  And yet so often, when people want to build…

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How to make your business pass the So What test?

New year, new you, new resolutions, new goals.  But all in the service of what, exactly? As you start the new year – or any new day – make sure you know why you do the things you do and why others should take interest.  Make sure your business passes the so what test. What…

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Do you know what you are selling?

Nobody goes to a restaurant for scrambled eggs.  It is both easier and faster to make scrambled eggs at home.  People go to a restaurant for everything else: the atmosphere, the service, not having to do the dishes.  Chances are: your profession has a DIY option too.  What makes the difference to buyers between DIY…

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How to stop thinking (and why)

Let’s start with the homework today: write down five things you know to be true about your business. Make them simple sentences, describing 5 facts that you know thanks to your expertise.  A realtor might write down that unexpected repairs are the biggest regret of over 33% of home buyers. A plumber might say that…

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How To Be (and not be) Innovative in Business

Your clients like what you offer. And you want to keep it that way.  But then, suddenly, your competitor metaphorically drives by in a shiny new vehicle with apps and features you had never considered. And now you also want that metaphorical new car.  How not to be innovative So you start developing your product…

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Where do you get your best ideas?

A global pandemic is a rare and unusual form of disruption.  Although the whole point is that we never see it coming. Disruption comes from unexpected places, and even hindsight is often short-sighted on learning its lessons. Let’s walk through three lessons from three highly disruptive episodes of recent business generations.  Disruption story one: Uber…

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Features Or Benefits

What is the difference? Which is more important? How much does it matter? At some point - maybe working on your website, or hiring your first marketing agency, or responding to a client request - you have been confronted with the battle between features and benefits.  And perhaps a debate about which one is more…

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The Reviewing Buyer

Each buyer is inspired in a different way.  When buyers come to you, they will talk to you about your own services and try to use your language. But by asking the right questions, you can understand what has really brought them to your door.  Understanding their journey to get to you will allow you…

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Five Sales Truths To Have Loyal Clients

We are all sales people.  Not according to our job titles or our job descriptions. But the reality is: we all have to be finding and bringing new clients to our businesses.  Whether you are the business owner or sales person specifically, if you play any role in developing new business, these five truths apply…

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The Number One Rule of Product Descriptions

The first thing we know about our business is what we sell. As we develop our strategic plans, we also define the problem that we solve. Once we go to market, we are tasked with describing this in a way to attract the right attention, and in only a few sentences. Follow this rule to…

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