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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Spock Fails at Branding

Posted on Sep 15, 2017

Every purchase decision involves emotion. We buy from people we like, we buy from brands we like. Unless you’re selling commodities to robots, reason takes a back seat to feelings. Spock fails at branding. Every time.

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