If you’re still structuring your offerings as “Good, Better, Best,” it’s time to rethink your productization approach. That method worked in the past, but it’s not as effective today, and it could be the reason you’re not converting as much business as you should. Today’s buyers expect more than a basic triage of cookie-cutter options. They want personalization and custom…
Artificial intelligence has revolutionized the way businesses operate, and it has become an essential part of the marketing industry. As AI evolves, we have more and more options for using both generative and agentic AI to help improve marketing efforts and outcomes. Generative AI is like a creative assistant that will perform actions you prompt it to. Agentic AI takes…
Running a business always involves navigating a range of challenges, and these can often have a greater impact on small and midsized companies than on larger ones. Market dynamics are constantly evolving, and no business is immune to the pressures that come with competition, shifting consumer expectations, or supply chain disruptions. These factors can create constraints that make it harder…
For the past few years, AI has promised to revolutionize marketing. The attraction? Better results, booming pipelines, and conversions that practically run themselves. But here’s the real question: has AI actually delivered on all that hype? The answer is it depends. This year has been a real turning point for companies trying to achieve ROI from AI in marketing. Business…
Productization is the process of taking a skill or service that has been used internally and developing it into a standard, fully-tested, packaged, and marketed product. It results in a cohesive, repeatable offering or set of offerings that solve a business problem for your customers. The offerings can be created to accommodate a degree of customization to make them even…
If you’re still struggling to gain traction with your marketing program, even after spending thousands of dollars on SEO/AEO/GEO, Digital Marketing, Social Media, and other tactics, this may be the most important article you read all year. If I just described your company, chances are that you’re looking in the wrong place and making the wrong changes. If you want…
In today's fast-paced business landscape, it's easy to get caught up in the whirlwind of marketing tactics. AI, Websites, SEO, digital ads, and social media campaigns—these are all crucial components, but they're just pieces of a much larger puzzle. You're investing time and resources into various marketing actions, yet the desired outcomes seem to elude you. Ever wondered why? The…
Many smaller companies developed their offerings when the company first opened. But they don’t always revisit their products on a routine basis, and they are not necessarily as engaged in product improvement as they need to be. In the competitive markets we find ourselves in today, it’s important to keep pace with shifts in the market and changes that may…
At some point, every business runs into challenges the current team can’t quite solve. Maybe it’s breaking into a new market, fixing a process that keeps slowing you down, or tackling a problem that needs a completely different skill set. It happens in every growth journey, often more than once. When faced with this, most leaders do one of three…
People spend a lot of time perfecting their Unique Value Proposition, elevator pitch, and tagline, so I thought it might be time to say the quiet part out loud: Nobody cares. Well, they do care, just not about your UVP, elevator pitch or tagline. We know that customers buy from those they Know, Like, and Trust, but even a brilliantly…