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Often sales mentality dictates that just about anything should be done to turn a prospect into a customer, including stretching the truth, promising more than what can be delivered. We’ve all heard “The customer is king, the customer is always right”. I would rather say “If the customer is king then honesty is god” My postulate [...] I’ve posted a question on Linkedin regarding Boilerplates; what they are and how to use them. It turned out a very interesting discussion and a good complement to my previous post “Boiling the plate”. Traditional understanding and use of Boilerplates The original understanding of “boilerplate” refers to a standardized text that is re-used in different circumstances without [...] Update: 03rd. February 2009 – please read the related post “Boiling different plates” Personally I’ve been addicted to Boilerplates, as I find them a fantastic tool that makes marketing and communication much easier to coordinate and to produce. A Boilerplate is a piece of text that can be used as basis for any kind of communication, a [...] I have had a couple of requests lately regarding Value Propositions. It seems to me that there are still many companies confused about what Value Proposition is and how to use it. Value Proposition is basically an internal strategic “MAP” to be used as core of any communication to be made externally or internally at the [...] I just heard from one in my network about his experiences while looking for a job. He went through a series of interviews and was offered the position. Without getting into details here on what exactly happened, the company managed to step on his toes BIG TIME, so he decided not to take the job. [...] After a period working with business development and product management, I’m back home working with “pure” marketing. Branding has become one of my favourite subjects and I think my experience and knowhow can also benefit others (than my employer). There are several good articles on the web on branding: What it is and how to define [...] |
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