Yes, there are technical things that should be done, and yes, you can hire people to do that work, but this must really happen only after you do the heavy lifting yourself. And for the majority of organizations, it starts with remembering one key truth: Your prospects (and clients) don't [More]
How might this even be possible? Gamification can help. This is the family of signals that you build into your engagement processes that rewards behaviors that are aligned with your goals. Gamification started with — and remains a staple of — the gaming world. About a hundred years ago, pinball [More]
Jack Welch, the former CEO of General Electric, is regarded as one of the most successful business minds of all time. At one time, he held that the bottom 10% performers across his business should be fired, and replaced with new people. The reasoning was that since they were at [More]
While this graphic (source: Reddit) shows the differences for messaging platforms, the difference is just as stark for browsers (Chrome vs all others), and search (Google vs all others.) And Android (vs iOS). And Google Assistant and Alexa (vs Siri). The question, however, isn't how "good" or "bad" a particular [More]
Perhaps even worse is the notification that pops up on your phone from a retailer or service provider when you go to a particular location. Many people are completely unaware that many "loyalty" apps track your location, sometimes 24h/day, then send that information to data brokers, who cross-reference this with [More]
Trust and Pain:With low trust and low pain, there is no need, and therefore no business that is available. And as the pain grows, high-trust competitors will scoop the business. With high trust, the spectrum is more palatable: the business is yours, with the proviso that price would reflect the [More]
The journey can be characterized in four stages: from “I don't know this person”, to “I think they are an expert”, to “let's give them a try”, to “let's engage them”. (This is my Trust Curve™ model of awareness, preference, trial, commitment. More details at https://www.randallcraig.com/insight-unpacking-the-trust-curve.) The idea is that the [More]
The question though, is what happens when there isn't any interest. When you don't have the solution right then and there. Has all of your marketing effort and investment been a waste? Should one simply "give up" and move to the next prospect? Or... is there an alternative. (There is.) [More]
Downstream delivery partnerships: These are partnerships that focus on what happens "after" the sale. This could include implementation assistance after selling a software license, compliance monitoring after an audit, or outsourced web hosting after the development of the website. This type of partnership allows your organization to leverage specialist skills [More]
Here are three clues: As bread becomes more popular, more flour gets used. As more people travel by train, more train engines are required. As more transactions happen online, credit card payment gateways process even higher transaction volumes. Similarly, one transformation pathway is to become a tool provider for other [More]
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