When I go to Starbucks, I rarely give them my real name to scribble on the cup. I prefer to test out spelling and general attention paying with names like Niamh or Zoltan. Sometimes I am Queen Magrethe of Denmark. The challenge, of course, is remembering what name I gave them while I’m standing around […]
Not All Market Problems Are Marketing Problems
By noon there were six of us, including Derek, who figured he was on Day Four of trying pay for a tie clip and Yvonne who could only say, to nobody in particular, “do you have this in a size six?” Floor after floor we wandered, passing abandoned cashier stations, clutching tight our purchases and little […]
What’s Distracting Your Frequent Buyers?
This is the fourth and final of our examinations of the distractions that plague B2B buyers. Today we’ll pay another visit to Marta , a perfect example of the G-Spot buyer. “G”, in this case, refers to the people in most organizations whose job is to Get Stuff. Marta is a Frequent Buyer. She buys […]
Uber’s Success is About a Better Conversation
Last month some colleagues and I were heading downtown for a luncheon. I offered to order an Uber, but my co-worker beat me to it and said she’d called a cab. In the elevator on the way down, she said she’d not used Uber and didn’t really understand why anyone would. I explained that with […]
Is Your Brand Hard to Quit?
I have been having an impolite discussion lately with a payment processing organization. It’s all about one of those credit card swipey terminals that a charity I help out has been renting for a few years. We don’t use it often; we can do the same thing for a lot less using Square; and, we’re […]
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