Below is an archive of every blog post shared through this site since 2010. For posts by topic, check out articles on marketing, leadership, and building new products.
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Getting someone to change their worldview is hard.
When it happens, that’s a big deal. If you can change people’s worldviews regularly, or even once in a while, you will always be in demand.
My friend Nathan posted a quick story about him and his daughter going to the car wash.
It made me pause.
Whenever something makes you pause, think about why. Try to dissect what the person did so you can learn from it. It’s been one of the best ways to stay sharp as a marketer.
Read MoreI’ve been in 30 minute meetings where 25 minutes was spent on backstory. Long, winding explanation--all in the name of "giving context." I've been guilty of it myself.
Backstory scope creep is real. You start off with the intent of sharing the basics… But as you start talking, you continue adding more and more. This is a losing situation for both sides: If you’re giving so much backstory, it’s less time for you to get advice or feedback. If you are listening to the backstory, you’ve probably already zoned out.
Cut back on as much backstory as possible. You’d be surprised how little you need to dive into a conversation.
I recently had the privilege of giving a talk for Backstage Capital and their amazing early-stage portfolio companies. My talk was called “Storytelling for Technical Founders” and I shared how technical leaders can tell better stories.
Here are a few common mistakes and takeaways:
Real-life is non-linear, but stories are linear. Therefore, stories are always a simplification.
Read MoreI meet so many smart, talented non-marketers who still believe their idea should sell itself. I'll break it to you now: no idea ever sells itself. You just don't see the leader behind-the-scenes working hard to make their idea seem to spread "organically."
The host of the Future Tech podcast, Richard Jacobs, interviewed me about why the best innovation doesn't always win. We discussed why technical leaders–scientists, engineers, researchers, innovators–need to embrace storytelling.
If you are pitching ANYTHING–getting funding, getting a meeting with a decision maker, getting picked to win an RFP…
You should assume that your audience is skimming your note. When your memo arrives, most people are busy doing something else.
They are feeling dull, distracted, or cranky. They are scrolling through their phone. They have 15 browser tabs open and running late.
Before-and-after comparisons tend to catch my eye in magazines or ads. I’ve been thinking recently, why are before-and-afters so alluring? What draws the viewer in? Why do brands use feature these photos?
In general, comparisons heighten drama, because they make the difference between two objects more apparent. Your mind skips over the part where the two items are similar, and will naturally focus on the point of difference. Comparisons direct your attention in an intentional way.
Before-and-afters are a specific type of comparisons, because it shows the same person/object over time.
Read MoreClarity of language and intent is important. It is to your benefit to be as clear as possible when you speak or write, because clear communication helps you get what you need. Whether you want to change someone's behavior via feedback, or you want them to agree to your suggestion, it helps to understand how words shape the person who's listening.
One way to do this is to speak in the affirmative, rather than the negative.
Read MoreAt Safeway, there are pricing signs everywhere that allow you to compare exactly how much something costs. Milano cookies are 2/$5, or a package that's $7 is actually 23.5 dollars per ounce if you break it down.
There are coupon inserts in the front of the store. There are bright yellow signs saying peaches are $1.99 per pound this week, hanging over the sign that says that they're normally $2.49.
If you go to a farmer's market, GOOD LUCK trying to find how much that organic kale costs. There's typically little mention of price anywhere.
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