The business world is full of “professionals” who all dress the same and strive to appear perfect. In reality, they are disconnected from reality, dry, and boring. No one can find anything human in that. Don’t be afraid of your flaws. Imperfection is real, and people appreciate reality. That’s why Continue Reading
Marketing
Articles about marketing
The power of the brand
Once, at a very large and prestigious advertising and marketing conference, I struck up a conversation with a well-known figure, the creator of many brands and an employee of a prominent marketing agency. Of course, I can’t disclose any names—it’s too delicate a matter. He was completely wasted. I jokingly Continue Reading
Mission
Always choose the hardest path – to You won’t encounter any competitors there. Charles de Gaulle There is a very useful marketing tool called the “positioning matrix.” To use this tool, you just need to answer the following 7 questions regarding what the company does or sells: What is this? Continue Reading
Mushroom model
The main question that arises in sales in any market, including the sexual one, is where to find clients. Meanwhile, bookstores are filled with guides offering tips on effectively hunting for members of the opposite sex, as if they are some kind of prey. Professional sellers have long realized that Continue Reading
Paint the pipe.
Once, my friend had a problem with organizing her kitchen. She had done a beautiful renovation, pouring her heart into it, but all her dreams of a lovely and perfect homey atmosphere seemed to be shattered by the ugly and awkwardly protruding gas pipe in the kitchen. Hiding gas pipes Continue Reading
Sale of the difference
Table of Contents Toggle New time Example New time We have already deeply entered a post-industrial economy, where a large part of the gross product is generated through the provision of services rather than material production. Moreover, material production has surpassed the point where one could judge an item solely Continue Reading
Cats in bags
Imagine a marketplace where people are selling cats in bags. One seller has a beautiful, colorful bag with the label “elite Persian cat,” another has a simple canvas bag labeled “mouse-catching cat,” a third one says “ordinary cat, inexpensive,” and the fourth has a photo of a fluffy cutie stuck Continue Reading
Add yourself.
Why did Samsung, despite making products that were even better than Apple’s, struggle to compete with Steve Jobs until his death, at least in terms of consumer affinity and loyalty? It was easy to imagine an Apple fan, but completely impossible to envision a Samsung fan. Before Steve Jobs returned Continue Reading
To be a monopolist.
A monopoly does not mean that a product can be sold at any price, no matter how high. The price of a product offered by a monopolist must meet only one criterion: to ensure maximum profit for the producer. On one hand, there is an interdependence between supply and demand Continue Reading
Mountain system
Every seller can quickly answer the question of what they are selling. It’s obvious, after all. “I sell pots” or “I sell air conditioners.” You might hear responses like “I sell comprehensive solutions in the field of…”. Moreover, salespeople, trained in sales techniques, proudly claim that they sell themselves. However, Continue Reading