Resonance

It’s language/market fit at work — when you find the exact right words to explain your product or service to prospective customers, words that resonate with goals and struggles that are already in their brains. When you talk about your product, a lightbulb in their heads switches on that says, “That is EXACTLY what I’m looking for” — they feel like... See more

When people resonate with what you create, it means you’ve correctly diagnosed and articulated a collective idea. Successful writing is the arbitrage of capturing people’s ideas and communicating it to them before they are aware of it themselves.

Brand sustainability comes down to two things:  relevance and differentiation.  Something either affects a brand's relevance; is it meaningful to my life today? And its differentiation; is it unique and can I identify that uniqueness? Everything falls into one of those two buckets as it relates to brand.  The goal is to be high on both. 

There are

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For example, brand loyalty is a common result of reaching brand resonance. In order to maintain customer loyalty, do the following:

• Focus on customer support


• Enhance your customer service


• Offer rewards programs


• Adapt to consumer trends

Starting with language/market fit brings three other big advantages:

1. Speed - Product build-measure-learn cycles, even just prototyping, can take weeks. But you can iterate language 5X in a single day.

2. Traction - A pre-launch lead-capture site (that markets the product to validate demand) with 25% conversion is a strong signal to potential... See more

The feel of things vs the think of things.

My mentor John Borthwick recently turned me to the phrase: “The truth of a thing is the feel of it, not the think of it.”

I’m thinking about how the only way to get better at making things is to make things, and to let the thinking happen inside the work – where you can judge a thing based on how it feels –... See more

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