Learn more about entrepreneurship with this collection
The value of hard work and persistence
How to stay focused on long-term goals
How to learn from failures and setbacks
Users want to be undersood
What customers crave, more than the commodity they think they are paying for is to be understood.
What they want more than a reliable ride to their destination, a comfortable bed for the night, or even a book, is to really be seen. What they want more than responsive organizations is personal relevance.
The value isn’t just in the data that businesses collect. What counts is how they use it to make their lives better.
150
1.14K reads
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Awareness and attention
Awareness and attention were the holy grails of every marketing strategy, so the way you became successful was to pay for more of both. But there’s a subtle change taking place.
People are choosing to spend their money with companies that take the time to get to know them ...
151
892 reads
The Story Strategy Blueprint
It ensures that the needs and wants of your customer remain front and center as you develop products and services and make plans to bring those ideas to life.
- Step 1: Story: Think about who the customer is beyond the basic demographic information. Des...
173
633 reads
The best way to get attention
It’s easier than ever to spam whomever you want to reach because most people are just an email address and a click away. If your goal is to get and leverage someone’s attention for a split second, then, of course, you can.
The kind of attention everyone seeks though isn’t this meaningless ...
153
699 reads
Customers: from passive buyers to co-creators
- Before self-service shopping, online stores, social networks, and recommendation platforms, the consumer’s role was limited to buying what was on offer.
- Today, customers are more than just passive consumers of products and services. They are partners, co-creators, patrons, advocates...
149
654 reads
Disruptive innovations
They don't disrupt industries, but they disrupt people’s lives for the better. Any innovation that is adopted or idea that spreads succeeds because enough people want the change that happens as a result.
Success doesn’t come from simply making things that work —it is born ...
146
774 reads
Old and new rules of brand awareness
Old rules of brand awareness:
- Make something for everyone.
- Tell our story.
- Attract customers.
- Build brand awareness.
The brands that succeed today have flipped things around. New rules of brand awareness:
169
736 reads
The best — maybe the only? — real, direct measure of “innovation” is change in human behaviour.
STEWART BUTTERFIELD
156
1.65K reads
Before-the-product and after-the-product story
Brands, businesses, movements, products, and services succeed by bringing meaningful change to people. There is a life and a way of being before the product or service existed, and a life and a way of being after it.
Can you remember life before Goo...
156
1.44K reads
The gift of the digital world
Digital is an incredible medium, an enabler of businesses that previously wouldn’t have had a chance of succeeding without a factory and huge investment. But it’s not mastering the medium—understanding how the technology works—that matters; it’s how and why you use it.
You...
139
726 reads
How the user wants to experience a product
Sustainable businesses have long been built on understanding the importance of how people decide, as much as on knowing what they buy. And great innovations are born from believing that the way people use a product is just as important as how it works.
It has never been mor...
145
644 reads
Business challenges
Every business today, no matter its size or legacy, faces four massive challenges.
- Clutter
- Competition
- Commoditization
- Consumer consciousness.
165
1.44K reads
The best inventions are never finished. Great inventors don’t just stand there, rub their hands together, and say ‘My work is done here’. They keep working furiously to create something even better. It’s part love, part necessity. Because if they don’t reinvent their ideas time and again, som...
ERIC SCHMIDT
158
1.16K reads
Disruptive innovations: characteristics
- They start with a purpose and a small problem, rather than a big idea.
- They're based on what people do, not what they say they do.
- They leverage data to get closer to users, customers, or fans.
- They can be more responsive to customers’ behaviors and needs.
- ...
154
624 reads
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