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Think Human. Unless you’re in the business of sterilizing things, business is no place to be sterile. Have the boldness to look beyond numbers and spreadsheets and allow your heart to have a say in the matter. Bear in mind that the intangibles are every bit as real as the metrics—oftentimes even more important. The simplest way—and most effective w... See more
Ken Segall • Insanely Simple: The Obsession That Drives Apple's Success
What’s stopping us from telling the right story isn’t the soundness of our argument, the brilliance of our logic or the quality of the thing we’re selling. It’s that we haven’t understood how best to communicate in a way that helps others to imagine a future they can’t yet see.
Bernadette Jiwa • The Right Story: The secret to spreading your ideas
It helps to collect what I call your agency’s “legendary stories”—those stories of glory you love to tell when you want to illustrate a point, demonstrate your value, or celebrate a victory on behalf of a client.
Drew McLellan • Sell with Authority: Own and Monetize Your Agency's Authority Position
Remember, marketing is an exercise in memorization. That means you have to speak in simple, clear language. And that language needs to tell people how you can help them survive.
Donald Miller • Marketing Made Simple: A Step-by-Step StoryBrand Guide for Any Business
A talented marketer is someone who takes a story and expands it and sharpens it until it’s not true anymore (yet). Your goal should not (must not) be to create a story that is quick, involves no risks and is without controversy. Boredom will not help you grow.
Seth Godin • All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All
This means that strategic marketing begins by seeing the path, the way the idea spreads over time and through the community. It requires a specific story, not simply, “You can pick anyone and we’re anyone.” Instead, we seek to be of service to a small group, people who would miss us if we didn’t exist.
Seth Godin • This Is Strategy: Make Better Plans (Create a Strategy to Elevate Your Career, Community & Life)
Put bluntly, the struggle that so many companies have to differentiate or communicate their true value to the outside world is not a business problem, it’s a biology problem. And just like a person struggling to put her emotions into words, we rely on metaphors, imagery and analogies in an attempt to communicate how we feel. Absent the proper langu
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