Philip Glennie – Medium

Philip Glennie

Philip Glennie
in
Selling Air

Market need is not the same thing as market demand

You might think you can eyeball the marketplace and identify a clear need that isn’t being met. But the fact remains that need doesn’t…

Dec 21, 2019

Market need is not the same thing as market demand

Dec 21, 2019

Philip Glennie
in
Selling Air

The Four Flaming Hoops of B2B Marketing

Dec 12, 2019

The Four Flaming Hoops of B2B Marketing

Dec 12, 2019

Philip Glennie
in
Selling Air

Promise that you’ll craft a brand promise

A lot of people I meet talk very passionately about the need for a company to have a clear and compelling brand promise. About 10% of them…

Dec 3, 2019

Dec 3, 2019

Philip Glennie
in
Selling Air

If you’re not solving a problem, no one cares

I continue to be amazed at how many people I meet (and we’re talking about people who work in product development) who are hesitant to say…

Nov 26, 2019

If you’re not solving a problem, no one cares

Nov 26, 2019

Philip Glennie
in
Selling Air

When your customer journey looks like a bird’s nest

Folks selling professional services or complex goods know the pain of being unable to pin down a clear and consistent customer journey.

Nov 19, 2019

When your customer journey looks like a bird’s nest

Nov 19, 2019

Philip Glennie
in
Selling Air

Sorry, but benefits-centered marketing won’t set you apart

To be blunt, the word is out on benefits-centred marketing, and now it’s just a baseline requirement.

Nov 10, 2019

Sorry, but benefits-centered marketing won’t set you apart

Nov 10, 2019

Philip Glennie
in
Selling Air

Elevator pitch?! Who has that kind of time?

The expression “elevator pitch” has become old and misleading, because it suggests you have 20–30 seconds of someone’s attention.

Oct 31, 2019

Elevator pitch?! Who has that kind of time?

Oct 31, 2019

Philip Glennie
in
Selling Air

Consult the SEO hive mind to craft your company & product identity

When I first heard people talk about SEO, I thought it stood for “Snake Essential Oils.”

Oct 25, 2019

Consult the SEO hive mind to craft your company & product identity

Oct 25, 2019

Philip Glennie
in
Selling Air

There’s excitement in potential, but your business also needs a boundary

You need to be wary when colleagues resist putting a frame around your business and the value it provides.

Oct 25, 2019

There’s excitement in potential, but your business also needs a boundary

Oct 25, 2019

Philip Glennie
in
Selling Air

Selling air: marketing the intangible and the hard-to-explain

I was a freshly minted PhD in English Literature, and nobody cared.

Oct 24, 2019

Selling air: marketing the intangible and the hard-to-explain

Oct 24, 2019

Philip Glennie

Philip Glennie

I’m passionate about the ways companies and individuals from around the world market and brand intangible or hard-to-explain products and services.

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