Thinking

The 80/20 Rule

June 19, 2021

There’s a rule that states 80 percent of a given effect is caused by 20 percent of possible causes. In other words, 80 percent of benefits come from only 20 percent of possible sources. For example, 80 percent of business revenue gets generated by just 20 percent of clients. Or, 20 percent of products result… Read more

The 80/20 Rule

June 19, 2021

There’s a rule that states 80 percent of a given effect is caused by 20 percent of possible causes. In other words, 80 percent of benefits come from only 20 percent of possible sources. For example, 80 percent of business revenue gets generated by just 20 percent of clients. Or, 20 percent of products result… Read more

Empower Customers

June 12, 2021

A brand is a gut feeling. More specifically, the customer’s gut feeling.  A feeling influenced by the many touchpoints throughout the brand. Touchpoints that have the opportunity to give customers experiences that create value.  Value that symbolizes what’s useful, magical or delightful in a customer’s life. In other words, it empowers them. Empowers them to… Read more

Build For The Few

June 5, 2021

Build for the few, not the many.  Seems counterintuitive, but it isn’t.  If you’re building a custom chair, you’d think about the person who’s going to sit in it rather than worrying about what everyone else is going to think of it. Yet, when it comes to business, we’re often caught thinking of everyone instead of the… Read more

We’re Different

May 29, 2021

Easy to say, hard to do. For business owners, it’s obvious why they’re different. But for people making buying decisions, it’s difficult to tell at first glance. When brand messaging isn’t clear, we often settle for the lowest common denominator. For products, that denominator is price. If the product is of little value to us,… Read more

Confusing Problems with Opportunities

May 22, 2021

Thinking of design as a form of creative problem solving isn’t the same as using design as an opportunity to make things better. One puts us on the defensive; Somethings wrong, it needs to be fixed. The other opens us up to possibility; There’s something here, how can I make it better? Reframing helps us… Read more

Being More

May 15, 2021

Today’s customers don’t ‘consume.’ Having more runs a distant second to being more.  They aren’t looking for features, benefits or experiences. They’re looking for brands that deliver them meaning; meaning by being useful.  A useful brand delights customers and has the chance to become a touchstone in their lives. Delighting them in the minimal, ultra-clear and super simple.  A… Read more

Brand Alignment

May 8, 2021

Create a brand that connects with your ideal customer. The customer who your products or services are going to help the most. That connection happens at multiple touchpoints throughout your brand. Each contributing to how a customer feels about it. Choosing what those touchpoints are and influencing what happens at each one is integral to… Read more

Brand Value

May 1, 2021

Branding isn’t about trying to sell customers something they don’t want, it’s about giving customers something they value.  For a successful brand to form, it needs to consistently deliver engaging experiences that either meet or exceed the right people’s expectations. With the right people being those the brand can help the most.  If a brand targets everyone, it might… Read more

Simplify Complexities

April 24, 2021

Give people something easy to understand. It can be a commonality, an idea, a concept, a goal. A story, for example, doesn’t present all the information at once. Instead, it lays it out, piece by piece. Starting with a simple concept, then expanding on it. It gives you enough information to draw you in, then… Read more

Radical Differentiation

April 17, 2021

The problem with radical differentiation when building a brand, for many companies, starts when they need to be radically different. To be radically different means to be doing something nobody else is doing. But because of that, it looks crazy to do it yourself. There’s simply no precedent for success. But just the opposite is true. To… Read more

Find Your Zag

April 10, 2021

Industry leaders don’t lead by following down the same path as others.  They lead by following a path their competitors aren’t. To follow down the same path would simply lead them to play catch-up. Marty Neumeier said it best in his book ZAG, “If you’re not zagging, you’re lagging.” When it comes to branding, the same… Read more