Sell to a Gen X? Be Straightforward and Show Some Love

Photo by 愚木混株 cdd20 on Unsplash You want Gen X customers or clients? Take the time to understand them. To reach them, adopt two strategies: authenticity and acknowledgment. If you betray a Gen X – or fail to value Gen X patronage – a Gen Xer will turn his or her back on you, badmouth […]

Color Your World

Notice what colors others choose. What does that person communicate when he or she chooses clothing or decorating colors? What does the logo’s color say?

Stand Out in Your Market: 12 Sweet Branding Trends

Photo by Dollar Gill on Unsplash If I see another boxy advert, without movement or life, I will scream. Sure, if you have a super-conservative brand (think bank, investment firm, attorney, auditor…), and you want to SCREAM “tradition, we never change, steady as a rock, fun-police,” then it’s your role to be dull blue-suit no personality. For […]

Successful Entrepreneurs Know: Brand Before Business – or Bust!

Photo by pmv chamara on Unsplash You had so much energy and joie de vivre when you launched your business. This morning, you surf the classifieds to find a j.o.b.. The wind is gone; your sails are flaccid. You had a good idea. You gave it the college try. Wait. As a business coach and […]

Make Your Customers Cry, Shiver, or Laugh – Or Lose Them

Photo by Tengyart on Unsplash We’ve all seen the American Society for the Prevention of Cruelty to Animals (ASPCA) End Animal Cruelty commercial, starring Sarah McLachlan and her song Angel. The commercial, an example of an emotional appeal to trigger the cognitive bias of an identifiable victim, haunts us with images of shivering, starving, abandoned […]

Epimetheus and Janus

A stable orbit desired.