Special Sauce

How To Create A Brand Positioning Strategy

You can’t copy a market leader’s strategy and expect to win. Copying what the industry heavyweights are doing is a recipe for getting your ass handed to you. The secret to success as a small company is finding holes in the big players’ strategies. That’s where brand positioning comes into play.  Think of it like …

Read more

Share

Would you buy a saw from a man with missing fingers?

I’m going to share an important lesson about exploiting a competitive advantage, but first, you need to read this true story… “Mike,” Patti said. “You’re going to cut off your fingers.” “No, it’ll be fine, Patti. You just need to know what you’re doing. There are all kinds of safety features on new saws.” Patti and …

Read more

Share

How To Build A Brand That’s Made To Stick

Here’s a little secret nobody tells you about building a brand… You can be average in almost all categories as long as you’re ‘The’ best, largest, fastest, or some other …est in one category that matters to your customers. I love the story they tell about this in the book Made To Stick. Southwest Airlines …

Read more

Share

How Slack Changed The Way We Communicate At Work With A Brilliant USP

Slack is one of the best accidents in history. Stewart Butterfield, the founder & CEO of Slack, didn’t set out to build the fastest growing business app in history, but he did. I’m going to share the origin story (because it’s interesting) and then we’ll dive into what you can steal from their unique selling proposition. …

Read more

Share

Create A Pattern Interrupt

Did the subhead of this post make you stop and read a little further? There’s a reason for that, but we’ll get to that in a minute. Let’s talk more about, “I Heart Butt Drugs” first. That’s a direct quote from a billboard I came across as my family drove from Louisville, KY into Indiana. …

Read more

Share

Obsess On Your Product

Every business is looking to acquire more customers and grow. But how? Instagram influencers, Facebook ads, LinkedIn selling, blogging, Adwords, traditional advertising, and all the other tactics out there available are important tools at the right time. But not yet. There’s a much better investment for 90% of us looking to grow sustainable customer bases …

Read more

Share

Does Your Brand Have Bad Habits?

I can go out and ride my bike for an hour, or I can go to the bar and drink two beers. What vote will I cast today? “Every action you take is a vote for the type of person you wish to become. No single instance will transform your beliefs, but as the votes …

Read more

Share

How To Craft A Brand Script That Sells Like Ice Cream In The Desert

Does everyone on your team know what you do? I’ll bet you’d be surprised by some of the answers employees or coworkers give to the question, “What does your company do?” Do you ramble incoherently when you’re asked? You’re not alone. This is the most common problem I come across when I start working with …

Read more

Share

Entrepreneur?

I send a Friday email called The Recipe with my best brand strategy and marketing insights gained from growing hundreds of companies.  It'll help you grow yours if you stick your email in that box...