Aug 18, 2023
Why Great Technology Isn’t Enough
Unlocking Go-To-Market Success with Strategic Narratives for B2B Technology 75 percent of venture-backed companies never return cash to investors. Even with the advantages of capital and a product in which […]
Feb 21, 2022
Going Retro The Right Way
Nostalgia can make for strong marketing messages, but it’s a flimsy foundation for lasting brand loyalty By Kaylyn Sidle There it is. That checkout-aisle bubblegum you vividly remember begging for […]
Nov 30, 2021
The Broken Business of Death
Story misalignment makes any company vulnerable to disruption, no matter how big or essential they are. By Hannah Landers • SCI built its business around a promise of “empathy and […]
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May 9, 2020
A Persona That’s More Than Skin Deep
Teen Vogue Went Beyond Demographics to Build a Buyer Persona That Sparked its Renaissance By Julia Aspen On January 27, 2017, 470,000 people joined The Women’s March on Washington. […]
Sep 19, 2018
You Don’t Have to Race to Zero
By Zach Kliger In countless industries, companies are content to compete on price. Rather than looking for unique ways to differentiate, they are simply content to undercut their competition in […]
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Aug 24, 2018
From Cyberspace to Retail Space: Building Brick-and-Mortar Connections in the Digital Age
By Hannah Landers Retail is dead. Bankruptcies and store closure announcements from seemingly timeless brands like Toys “R” Us, Walgreens, and Macy’s have firmly ingrained this sentiment into consumers’ minds. […]
Jul 20, 2018
Why Reed Hastings Didn’t Build a Faster Horse
By Zach Kliger Henry Ford’s famous, and possibly apocryphal quote about faster horses is often cited in arguments against the customer-driven experience. For over a century, these words have stirred unending […]
Jan 8, 2018
It’s Mall About Experience
Consumerism to Community: Saving America’s Struggling Shopping Malls By Hannah Landers Across America, holiday decorations are being packed up and returned to the attics where they live ten months […]
Oct 25, 2017
Make Them Earn It: Now is the Time to Make Life Difficult for Customers
By Zach Kliger This year’s surprise video game hit is not another entry into the Call of Duty series. In fact, it doesn’t seem to follow any standard at all […]
Oct 4, 2017
Businesses Don’t Buy Things. People Do.
The Only Way to Succeed in this New Age of B2B Selling: Stories Oracle is the world’s second-largest software company, a feat they have managed to accomplish without a […]