ICP is an ideal customer (or client) profile. Is your company crystal clear about how your category is organized and who you want to target with your messaging? By creating an ICP, you are building a clear picture of who is and isn’t the best type of customer...
One of my new food clients was struggling. He had made it through the first three years with his business but was still unprofitable. “If I could sell more, I’d be profitable.” Nope. He needed to take off the blindfold. Financial Makeover As we reviewed his financial...
Brand archetypes are rooted in the work of Carl Jung, the nineteenth-century Swiss psychiatrist, and psychoanalyst who founded analytical psychology. He understood that an archetype is universal and is derived from the collective unconscious and are the psychic...
Most of the leads generated for my consulting business come from raising awareness through my blog and networking. If you are keeping score, this is my 1,254 blog, and I started writing on September 9, 2010. Since starting my consulting business four years ago this...
How do you over-deliver value? If you are doing what you promised, you are average—meeting expectations. Doing what you said you would do isn’t enough – it is getting by. Gliding. You are taking the easy path. Moreover, when you do more than you promised, you get...
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