Philip GlennieinSelling AirMarket need is not the same thing as market demandYou 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, 2019Dec 21, 2019
Philip GlennieinSelling AirPromise that you’ll craft a brand promiseA 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, 2019Dec 3, 2019
Philip GlennieinSelling AirIf you’re not solving a problem, no one caresI 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, 2019Nov 26, 2019
Philip GlennieinSelling AirWhen your customer journey looks like a bird’s nestFolks selling professional services or complex goods know the pain of being unable to pin down a clear and consistent customer journey.Nov 19, 2019Nov 19, 2019
Philip GlennieinSelling AirSorry, but benefits-centered marketing won’t set you apartTo be blunt, the word is out on benefits-centred marketing, and now it’s just a baseline requirement.Nov 10, 2019Nov 10, 2019
Philip GlennieinSelling AirElevator 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, 2019Oct 31, 2019
Philip GlennieinSelling AirConsult the SEO hive mind to craft your company & product identityWhen I first heard people talk about SEO, I thought it stood for “Snake Essential Oils.”Oct 25, 2019Oct 25, 2019
Philip GlennieinSelling AirThere’s excitement in potential, but your business also needs a boundaryYou need to be wary when colleagues resist putting a frame around your business and the value it provides.Oct 25, 2019Oct 25, 2019
Philip GlennieinSelling AirSelling air: marketing the intangible and the hard-to-explainI was a freshly minted PhD in English Literature, and nobody cared.Oct 24, 2019Oct 24, 2019