A version of this article was originally published by ColoradoBiz here. Nobody wants to hire a hero. Think of your favorite movie. I bet I know a lot about it without you naming it. Whether it’s a thriller, drama, romance or comedy,…
A version of this article was originally published by ColoradoBiz here. When marketing is alienating or boring, overdog protagonists are a common culprit. Last month I opened a three-part discussion on how to avoid common business storytelling blunders. I usually keep my…
Redefine and communicate your purpose with these 2 simple branding exercises This article was originally published in BizWest here. Tony Hsieh, founder of shoe ecommerce giant Zappos, isn’t passionate about shoes. He says his passion is “delivering happiness.” You might not be…
A version of this article was originally published by ColoradoBiz here. One key culprit for boring company narratives is that few people actually know what constitutes a “story.” This matters more than you think. What’s a story? Is your company history a…
This article originally appeared in the ColoradoBiz online edition here. Sensory language makes ideas more memorable by enriching context Do you mind if I totally screw with your head for a minute? Good — I was hoping that’s what you’d say!…
A version of this article was originally published by ColoradoBiz here. Why a basic grasp of working memory is the key to effective marketing One of the most frustrating things about being human is ... Wait, what was I about to…
A version of this article was originally published by ColoradoBiz here. This article was written, for the most part, before the murder of George Floyd. Nothing in it is to suggest that businesses should not take decisive positions on social issues. But…
A version of this article was originally published by ColoradoBiz here.*** Is conversational marketing a secret sauce or just another buzzword? Invitations vs. Explanations People quickly tire of having things explained to them. Effective marketing is about starting conversations. Whatever…
A version of this article was originally published by ColoradoBiz here. Too many good companies are held back by not knowing when to focus on branding and when to focus on marketing. Do you know the difference between a violin…
Why is it that the answers to some of the most obvious questions people ask are the hardest to put to words? We like to think that most of our decisions are rational, but in fact most of our decisions…
