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Selling Air
Marketing the intangible
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Market need is not the same thing as market demand
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…
Philip Glennie
Dec 21, 2019
The Four Flaming Hoops of B2B Marketing
The Four Flaming Hoops of B2B Marketing
Philip Glennie
Dec 12, 2019
Promise that you’ll craft a brand promise
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…
Philip Glennie
Dec 3, 2019
If you’re not solving a problem, no one cares
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…
Philip Glennie
Nov 26, 2019
When your customer journey looks like a bird’s nest
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.
Philip Glennie
Nov 19, 2019
Sorry, but benefits-centered marketing won’t set you apart
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.
Philip Glennie
Nov 10, 2019
Elevator pitch?! Who has that kind of time?
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.
Philip Glennie
Oct 31, 2019
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