How to identify, then crush, your fiercest competitor

Posted on Apr 5, 2018

Name your toughest five competitors. You probably missed the fiercest one. Let me explain. Prospects, the people you want to do business with, are right now doing business with Other Guys (let’s call them the OGs). You can’t magically invent new human beings, so your challenge is to overthrow people’s loyalty, to steal customers away […]

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Why a “PJLM” makes your brand story work

Posted on Jun 22, 2015

Once (dramatically) upon a time … a PJLM interacted with a brand … That’s how the most engaging brand stories begin. PJLM is the indispensable element to make your narrative effective, the vital component that actually converts prospects. So, what is it? Here’s a hint: what do these ad campaign samples have in common? • […]

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