Two-tenths of a second. That’s how much time baseball players have, on average, to decide if they should swing at a pitch. On top of that insanely short window of time, “the human eye really is not fast enough to follow a 95-mile-per-hour fastball from the pitcher’s hand all the way to the plate.” In […]
When I say “brand,” I’m betting the things you use most come to mind, like the Apple iPhone in your pocket. Or the Facebook app on your Apple iPhone. When branding gets done right, we rarely think in generic terms, like smartphone or app. We tend to default to the brand. Some brands become so interwoven in our culture, they become the thing itself, like calling all tissues Kleenexes or all sticky notes Post-Its. Brands have the power to help us build a community around our product or service. But how does someone actually build a brand?
Within moments of meeting you, people are forming an impression. We can’t seem to help ourselves. So what, exactly, are we weighing? Things like intelligence, trustworthiness, dominance, success, and competence. We do the same thing when it comes to giving our business to a company, and for most startups, the sales process is very much about first impressions. That’s why it’s so important to define a sales process that best fits you and your company. Whether you’re selling direct to consumers to working with other businesses, don’t forget that your sales efforts may be the very first time someone has direct contact with your organization. You want to build an individual relationship with your potential clients while taking the time to establish credibility, expertise, and most importantly, a clear understanding of what the customer needs.
Close your eyes. Now, picture who you think will buy your product or service. Does this person work for a big, established company or operate as a solopreneur? Do you see a spouse and kids or someone who travels a lot in their free time? What about age? Old or young? Gender? Male or female? These are just a few of the questions you’ll weigh when you build a proto-persona for your business. A proto-persona is an ad-hoc approach to creating a persona. A true persona is based on formal research, and they take a lot of time and money.
The lone genius. The gifted inventor. The brilliant recluse. We love the idea of the individual creating something new and amazing. But for every Steve Jobs or Oprah, there’s a team of people around them often doing less visible, but very important work. The same will hold true for you and your business. You need […]