Most businesses offer a commodity. Whether it’s legal services, design services, coaching, marketing, or landscaping it’s a commodity. There’s often nothing exclusive about what you
A few days back I took my mom to the Dentist for some dental surgery. While in the restroom I noticed this light switch. It
You can’t focus on your target audience until you define them. – John Michael Morgan Why would you want to define your target audience? Isn’t
We succeed when we make peace with the fact that we don’t need to compete when we know who we are. – Bernadette Jiwa How
We know our story. We hear ourselves tell our story. But the audience is ever-changing. It’s imperative to get comfortable telling your story over and
Pulling into the gas station I was meet with a different feel. The attendants were dressed in white shirts, pants, and hats. It felt more
Play along for a minute and imagine that your name is James. You have been offered the chance to try one of three teas. Their
A lot of people that own a service business didn’t start their business because they wanted to build a business. But they love to do
I love discovering brands that get it. What are they getting? Being real and having a personality so they can attract their tribe. I ran
It was a blistering hot afternoon in Adelaide, Australia as Jim Cregan pulled into a petrol station. He was about to have his first encounter
Imagine your business is in a sticky legal situation over a contract and you’re looking for a lawyer. Likely you might ask some friends business
I wouldn’t normally call a plumber while he’s sitting on the loo, but this one might do. Nick is the owner of The Sault’s Plumber,
It was 2002 and Snapple had hired an ad agency to help them find new ways to keep their customers engaged. During one of the
Imagine going over to a friend’s house for a party. You’ve been having a good time enjoying the atmosphere and conversation with friends. You’ve had
Imagine you’re 27 years old. You have one of those high paying high-tech jobs. You’re making good money. You’re not rich yet, but what about
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