Underlying every business decision is a personal need – a human need. It’s Abraham Maslow’s famous Hierarchy of Needs in action. Customers don’t make purely rational, logical decisions. Although for too long, B2B marketers acted [...]
I gave a workshop recently about humanizing products and marketing, and we talked about why narrative and great stories matter during design and in our customer communications. Stories of empathy and customer needs inform the [...]
Jargon gets between you and your customer and it’s one of the biggest challenges in marketing messaging today, regardless of industry. As I’ve written about before, jargon is not just a disservice to your [...]
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Start Playing! There are so many Creativity Lessons from Jim Henson. He was a genius: innovative, playful, whimsical, funny, driven. I [...]
Adaptability Mindset is a growth mindset. Sure, risk-taking can be scary. It doesn't have to be. And we need risk-taking for [...]