Marketing is about change.
When we promote a product or service to people who use a different product or service, we do it in an effort to cause a change. Are we good enough to cause that change?...
The story is not about you. It’s about them, the people you want to help with what you do.
It’s about them, the people you want to change with your service, your product.
It’s about what they believe, and it’s about the way they see the world....
Hope is a trap.
“Hope, it is the only thing stronger than fear. A little hope is effective, a lot of hope is dangerous. A spark is fine, as long as it’s contained.” – President Snow, Hunger Games
Average Marketers tell average stories to maintain hope....
What is the story you play in your mind when an event appears on your screen or an invitation arrives in your email?
Maybe it’s not for me. I will check it later. I’m not sure if I must go.
…versus the story you play in your...
We are living in an era in which we need to redefine almost everything. Branding is not a logo but the story you build in your mind when you see a logo.
Marketing is not anymore about interrupting unwilling people forcing them to buy what the...
Actually, Roberto’s question was “Why do people come to Starbucks, the coffee is lousy.”
And the funny thing is that he was asking the question while sipping his espresso from a Starbucks cup....
