Are you positioned like Chindogu?
I was recently reminded of a hilarious phenomenon that started in Japan known as Chindogu. These are product inventions that are bizarre, hard to understand,
September 11, 2018
I was recently reminded of a hilarious phenomenon that started in Japan known as Chindogu. These are product inventions that are bizarre, hard to understand,
And so, we are now called The Fundamental Group. It’s a more accurate reflection of who we are and what we love to do. And it’s a lot easier to say than Lazaroff Dundore & Associates. It’s been a long time coming.
Were you Yanny or Laurel? Unless you’ve been under a rock, you’ve encountered the aural conundrum in the last week or two. (For the record, I was adamantly Laurel, but my kids were firm Yannies) This viral controversy is a metaphor for marketers. What we think are facts really aren’t facts. We have to be careful how we use them.
In my last post I talked about why Mission Statements are diminishing in value, and offered an alternative – something we call the Brand Principle Statement (BPS). The BPS crystallizes the reason for your organization’s existence into a simple statement that everyone can understand, and can serve as inspiration for your employees and customers.
We have been asked by several clients to help them with mission statements over the years, and we’ve come to the conclusion that it’s time to put the mission statement as we know it out of commission. Today’s businesses need something that’s simpler and more compelling. Here’s why:
B2B marketing is all about the content today. Creating content that’s more relevant to prospects, that captures their imagination, provides a clear value proposition,
Of course, your software is superior to the competition’s. It’s faster, more accurate, more comprehensive than anything else out there. It causes efficiencies, increases productivity.
When we first talk to potential B2B software clients, we ask them what their value proposition is. The #1 claim we hear is that their software increases efficiency for their customers. And while it may be true that their software improves efficiency, that claim is the single least compelling reason to purchase software they can make. Here’s why:
So often, I hear our B2B software clients tell us that their biggest competitor is not another company. Instead, most deals get lost to the
Why does your organization exist? Why should anyone care? Without a clear answer to these questions, sales and marketing struggle. When you identify your Fundamental Values, you establish the foundation for stories that generate engagement and close deals.