Archive | Marketing

9.18

Apple’s Runaway Success

How do you change the world? This is a question every business must ask, whether they have global ambitions or they just want to change the lives of their customers. To find the answer, look at companies that have already changed the world forever — companies like Apple, whose founder, Steve Jobs, learned that the […]

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9.11

The Wrong Kind of Customer Communication

Customer conversation and generating sales go hand in hand, but their relationship isn’t as simple as you might think. Talking with prospects and current customers is as much about you providing them value as it is encouraging them to buy. If you only reach out to your customers when you want them to spend money, […]

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7.24

Costco: A Business Driven By Their Mission

A great business mission is one that applies to every aspect of your company. It’s the guiding principle that defines who you are, what you do, and why you do it. It manifests itself in both the big picture and the little details. Costco understands the power of an exceptional mission and its ability to […]

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7.10

Overcoming Amazon

If you’re in retail, you’re likely aware of the “Amazon effect” — an ongoing disruption of the retail market. This disruption is affecting prices and sales. It’s devalued and even bankrupted what were some of the most successful and well-known retailers in the world. One reason Amazon has been successful is their price strategy. They […]

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6.26

How REI Marries Business Growth With Values

  Business growth is no easy task. Everyone wants growth, but too many business owners think that scaling a company requires compromising your initial values. Sure, your business will change as it grows, but that change shouldn’t include sacrificing what you believe. In fact, sticking to your guns can prove crucial for sustainable growth. If […]

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6.19

Why Print Marketing Isn’t Going Anywhere

Have you ever wondered if direct mail still works for companies today? Or why companies spend billions of dollars annually on direct mail? If you can send an online newsletter, why would anyone send a print one? From everything we hear on the news, direct mail and newsletters — and all offline advertising, for that […]

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6.12

What Business Are You Really In?

I see many people confused about the businesses they are in. Entrepreneurs feel that their industry defines their business, but is that true? Am I in the newsletter or publishing business? What about the content creation business? After all, we create thousands of pages of content each month. I send this newsletter to over 10,000 […]

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6.5

Your Business’ Fate Falls on Customer Experience

To paraphrase the late Steve Jobs, if you are looking to sell several billion dollars’ worth of product a year, you have to start with the customer experience and work backward to the technology. You can’t start with the product and then try to figure out who to sell it to.     Most people […]

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