How to identify, then crush, your fiercest competitor

Name two of your competitors. You probably missed the fiercest one. Let me explain. Prospects, the people you want to do business with, are already doing business with Other Guys. (Let’s call them the OGs). You can’t magically invent new human beings, so your challenge is to overthrow existing loyalty, to steal customers away from those OGs. It’s never easy. …

Spock Fails at Branding

Every purchase decision involves emotion. We buy from people we like, we buy from brands we like. Unless you’re selling commodities to robots, reason takes a back seat to feelings. Spock fails at branding. Every time.