by Geoff on November 16, 2009
Every business needs a sense of mission. But I’ll tell you what a business does NOT need: one of those Deadly, Dry, Dull mission statements.
You know what I’m talking about: reading most mission statements is about as exciting as watching grass grow in the middle of winter!
For some reason, when business people begin writing a mission statement, they start using complicated, cliché language they would never use in ordinary conversation. Everyone nods their heads at mission statements like this—and then they nod off. There’s nothing to argue with. But also nothing to get passionate about. Read more…
by Geoff on November 3, 2009
Using “Goosebumps” to Goose Your Marketing
Do you know what business you are in? Really?
Someone once asked Alfred Hitchcock, What business are you in? He didn’t say I’m in the business of making movies. He said, “I’m in the goosebumps business.” Read more…
by Geoff on October 27, 2009
“Don’t talk to me about branding!” said the small business owner on the phone.
“I don’t need any of that, it’s a waste of money. I just want more sales.”
I understood why he felt this way. But he was dead wrong.
There’s a reason why 80% of purchases in America are brand name purchases. And there’s a reason why big companies calculate that 50% of the value of their companies comes directly from their brand. Read more…
