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

Market need is not the same thing as market demand

Elevator pitch?! Who has that kind of time?

The expression “elevator pitch” has become old and misleading, because it suggests…

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

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

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…

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…

The four flaming hoops of B2B marketing

In my experience working in a B2B environment, there are four fiery hoops that you need to…

When your customer journey looks like a bird’s nest

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

To be blunt, the word is out on…