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decade ago, Simon Sinek popularized the idea of marketing your products based on a powerful story. And that story starts with WHY.

  • Why your company does what it does.
  • Why you created this product in the first place.
  • Why your product will make the customer’s life so much better.

That last one sounds a lot like expounding on your product’s benefits, right? But traditionally, “benefits” stop soon after the purchase, quite short term. Instead, we’re talking about a much deeper transformation for customers, something they may even struggle to articulate.

And that’s only the last step in telling your story to customers.

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I was working with others on the ICF-CO Fall Conference, where someone remarked, “You know, Fearless Leadership [the conference theme] isn’t about fear!”

So what IS it about? Well, here’s the answer …

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