Marketing the Silver Bullet

Three lessons for designers, marketers, and leaders The Coors Brewing Company was a relative latecomer to the light beer market among the major breweries in the United States. After briefly stagnating on the shelves, Coors Light, nowadays produced by the Coors Molson Beverage Company, is now the number two brand of beer sold in the... Continue Reading →

Making Persuasive Presentations

Lessons from the Writers’ Workshop on improving your presentation skills George Bernard Shaw - Public Domain Image from Wikimedia Commons. “The single biggest problem in communication is the illusion that it has taken place.” — George Bernard Shaw “So, what do you think?” I asked my colleagues after test-running the presentation. It was for a... Continue Reading →

Crafting a Good Marketing Strategy

And How to Weed Out a Bad One Photo by Nathan Bingle on Unsplash Ask people to enumerate the first things that come to mind when you ask them the question: What do marketers do? And the answers are likely to be a subset of the following: Advertising,websites,viral content,social media influencers,celebrity sponsorships,promotional campaigns,events,millennials (who are... Continue Reading →

When it’s Time to Fire a Customer

On Price, Value, Segmentation, Targeting, and Value Proposition |Image by Gerd Altmann from Pixabay| A while back, I started noticing an interesting tendency among guests staying in my Airbnb rental property. Customers who aggressively negotiated their price for accommodation were usually also more demanding, had more additional requests, and complained more during their stay. While... Continue Reading →

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