Zebra vs Unicorn businesses
Reading Time: 4 minutesThe Unicorn’s end goal is a billion-dollar valuation powered by VC funding.
The Zebra’s end goal is to build a sustainable business. That’s why they prefer to bootstrap or crowdfund over VC funding. I share the difference between both.
What is value?
Reading Time: 5 minutesCategory of one moves stretch the definition of value for employees and consumers. I share examples.
Fragrance marketing 101
Reading Time: 6 minutesIf a brand is nothing but invisible layers of meaning and fragrance is the invisible salesperson, then, if used well, fragrance can be a powerful tool in a brand manager’s quiver. That’s why investing in fragrance is a no-brainer.
The psychology of fragrances
Reading Time: 5 minutesScent is the invisible salesperson. It’s invisible, but unignorable.
Find your best marketing role: some straight talk
Reading Time: 6 minutesThe best job isn’t always the one with the highest salary, the best location, or the flashy title. It’s the one that provides the best skill-to-sport fit.
The art of practical storytelling: Quest, Rebirth and Metaphors
Reading Time: 5 minutesFinal two story plots – Quest and Rebirth. And the two mountain metaphor that organises stories.
The preparation meets opportunity matrix
Reading Time: 6 minutesReality distortion field, my third-time-lucky Amazon story and opportunities disguised as threats
There is a third playbook to build consumer businesses
Reading Time: 4 minutesThe zone of mastery way is unobvious, unreplicable, unboring, and with the potential for uninterrupted compounding.
Find your wolf, then protect it with your life
Reading Time: 4 minutesA zero-compromise element without which the whole flywheel collapses
The art of practical storytelling: tragedy
Reading Time: 5 minutesThe tragedy story plot is commonly used to elicit guilt and shame or put fear of tragic outcomes to get people to donate to charities or perform tasks at work