The go-to
One recipe for success is to become the go-to – the one that people reach for when they want to do X… like Clayton Christensen’s… Read More »The go-to
marketing
Bernadette Jiwa on the New Marketing
Bernadette Jiwa’s The Fortune Cookie Principle is a very good, short and actionable introduction to how to tell your organisation’s story in order to better… Read More »Bernadette Jiwa on the New Marketing
50 a day (shopfront)
About 50 people pass through DriverlessCrocodile each day (Welcome!). If 2020 taught us anything, it’s that 50 people is plenty for something contagious to spread.… Read More »50 a day (shopfront)
If they knew what you know (2)
“I’m an imposter. If they knew what I knew I’d never work again.” This may be true. If it is, you’ve got some work to… Read More »If they knew what you know (2)
First from the source, then from the sides: Seth Godin on how change happens
Your wishes are pure, the change is important, and it’s going to make things better. And you probably believe that things would be better if… Read More »First from the source, then from the sides: Seth Godin on how change happens
If they knew what you know (1)
Sometimes it feels awkward to ‘sell’ an idea or product, but persuading people to agree / sign up / buy what you’re selling is fine… Read More »If they knew what you know (1)
Our problem
They say a problem shared is a problem halved, but it gets better than that: some burdens feel much less than half as light when… Read More »Our problem
Would I click on this?
… is an excellent question to ask yourself when you write, share, promote something. Would I use this term to search for this? Would I… Read More »Would I click on this?
Neil Gaiman on character, motivation and plot
The next [building block of story] is the characters. Who are they? What do they want? I’m going to harp on a lot about what… Read More »Neil Gaiman on character, motivation and plot
Crossing bridges
There’s a reason that most marketers advise us to sell things to people who are already buying: getting something important into the hands of people… Read More »Crossing bridges
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