Brandy Cerne

Finish Strong, Don’t Tell The Audience “Ah that wasn’t great” : They had a great way to embrace the perception gap: finish strong. I jokingly called this the Kerri Strug principle after her miraculous broken leg landing in the ‘96 Olympics:

"Preparing to Die" by Andrew Holecek has really good instructions on how to go about life: “ The best approach is that of the middle way. Learn as much as you can. Study, practice, and prepare. Then drop everything and let this natural process occur naturally. Throw away the map and fearlessly enter the territory. It’s like preparing for a big... See more

“People aren't longing to be impressed; they're longing to feel like they're home. If you create a space full of love and character and creativity and soul, they'll take off their shoes and curl up with gratitude and rest, no matter how small, no matter how undone, no matter how odd.” ― Shauna Niequist

Judgments refer to how customers feel about a product’s quality and ability to outperform other brand’s products.

How to achieve it

As ‘judgments’ appears on the third rung, it is part of the ‘what about you?’ stage of the resonance model.

In order to influence customers to hold positive judgments about your brand, determine new and unique ways to... See more

Your premise is the specific, defensible purpose for a project or your overall platform, pulled from your personal vision for your audience . Most work is too generic to resonate, too forgettable to become anyone’s favorite. But by developing our premise — and forcing ourselves to test just how differentiated it truly feels to others — we stand a... See more

Kevin Scott, now CTO of Microsoft, would ask in candidate interviews: “What do you want your next job to be after this company?” Most of your team members realistically won’t stick with the same company forever. This is even more true as you scale to 20, then 50, then 100 team members and so on. But the best way to empower them to do good work is... See more

Our desires, motivations and behaviors are constantly being shaped by incentives and systems we aren’t even aware of. So much genius and money has gone into a metaphor that assumes all humans desire is status and likes and influence and convenience and efficiency.

Yes, humans want all those things. But we also want to be inspired. To be delighted.... See more

1. Product – WHAT you sell. What problem does it solve? How unique is that? And, how well does it solve it?

2. Market – WHO you're selling to. Do they have that problem? How painful is it for them?

3. Model – HOW you charge (monthly, one-time, per unit, etc), and how MUCH you charge.

4. Channel – WHERE you're marketing and selling it.

5. Brand – The... See more