Tag: Marketing

Let your customers write your next communication

You’ve been working on your new product or service for months. Or maybe years. You’re really excited about it, and want to tell the whole world about every last feature you packed into your new offering. The problem is that customers don’t buy features. They buy benefits. They buy answers to their problems. So how […]

A great product doesn't guarantee market success

It’s still very easy to fall into the trap of thinking that if you develop a great product, everything else will just take care of itself. Very recently I was in a meeting and listened to a CEO of a company confess that his product wasn’t selling like he thought it should. He said that […]

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