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Select Your Turf to Defend – Part 3
- September 23, 2013
- Category: Marketing and Distribution
In my last post, I outlined how to get inside the mind of your buyer, and how the curse of knowledge hinders us during our strategic marketing planning. Today, I’ll focus on how to communicate to your market using the language that will cause them to make a purchase decision. This language will come from
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Get Inside the Mind of Your Buyer – Part 2
- September 6, 2013
- Category: Marketing and Distribution
Note: This is part 2 of a 4-part series. Last week, I talked about creating differentiation to separate yourself from the pack. An important point to remember is this – differentiation doesn’t take place in your mind; it takes place in the mind of your buyer. Many B2B executives miss this point, focusing on differentiation
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Separate Yourself from the Pack – Part 1
- August 30, 2013
- Category: Marketing and Distribution
Note: This is part 1 of a 4-part series. One of Peter Drucker’s famous quotes is a simple but powerful insight: Because the purpose of a business is to create a customer – the business enterprise has two – and only these two basic functions: marketing and innovation. When I think back to the focus
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Communication That Connects
- August 23, 2013
- Category: Leadership and People
Today I’m speaking at the Lipscomb Pitts Breakfast Club (LPBC). For those of you who aren’t familiar with it, the LPBC is a privately-funded catalyst for the Mid-South, serving to enrich leaders and impact the community. Our morning breakfasts offer valuable content and bring together approximately 400 business and community leaders shaping the Mid-South. This
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The 4 Best Questions to Ask Every Interviewee
- August 7, 2013
- Category: Leadership and People
Hiring is a complicated process. While some people have a unique talent for hiring and interviewing, most of us don’t. The hiring process is expensive, especially when it doesn’t go well. Studies show that 82% of the time when we make a hire, we make a mistake. A mistake is defined as follows: after two
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