The good news? You’ve just created a shiny new positioning statement. You’ve labored over how to frame your target market. You’ve wordsmithed your competitive differentiation. You’ve detailed the how those differences make your product better.
messaging
Four ways people react to messages (and how to get the one you want)
You have a message. You want to get it heard. That’s all good. (I mean, people have to hear your message to act on it, right? Right.) Except that’s not enough, is it? Nope.
The Simplest Storytelling Structure – EP:094
The ABT method is just about the simplest storytelling structure, but we can make it more effective. ABT, developed by Randy Olson, stands for “And, But, Therefore.” Each of those words corresponds to an act of a story.
3 Books That Will Make You a Better Communicator – EP:093
This week we look at 3 books that will make you a better communicator by making the useful usable.
Why you need a process for problem-solving
I blame my boys for the last two weeks. I mean, it’s a good thing, but still. It’s totally their fault I’ve been spending the last two weeks teaching myself how to solve a Rubik’s Cube.
The Persuasion Formula – EP087
Is there a persuasion formula, a simple way to think about it so we can be better at it? Yes.
What Are Speaking Points? – EP:085
Speaking points are the ideas you want the audience to leave your presentation understanding. Thinking about them ahead of time has two benefits.
Who’s the hero of your story? Not you.
Ignaz Semmelweis had solved a mystery. And it drove him insane.
What Are the Ties That Bind Us to Brands? – EP070
Aligning Two Red Threads Dunkin Donuts and Starbucks have very different audiences but, as big brands, they have something in common: constancy.
How not to communicate change
Back in 1995, I cast a vote that had long-lasting consequences. We all did. I’m speaking, of course, of the vote to add the color blue to M&Ms. Looking back, I realize now that it was the Brexit of candy votes.