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You Are Not Your Target Audience [False Consensus Effect]
Every now and then I’ll hear a marketer say, “I’m the target audience.” As such, the marketer assumes their target audience has the same view of the world as they do. The reality is, they probably don’t. This is a...Read More
Why “Disruption” is a Terrible Message for Prospects in B2B Marketing
Somewhere around 2014 or 2015, several colleagues and I stepped off a plane in San Francisco to attend an industry conference. We were eager to get to the conference center, but there was one big problem: the taxi line was...Read More
The Meaning of Staying “On Message”
Staying “on message” is about staying on meaning. It’s not about word choice. There are many ways to say hello that carry the same message. The purpose of messaging is to help a business speak with focus, cohesion and consistency....Read More
