by Clay Ostrom | Apr 10, 2019 | Customers, Marketing, Messaging, Positioning, Sales
< Back to The Campfire When it comes to messaging, the biggest mistake companies make is to focus too much on themselves. On an intuitive level, it’s easy to think your messaging should answer one simple question.“What we do”If you can provide a clear answer to...
by Clay Ostrom | Apr 4, 2019 | Branding, Customers, Marketing, Positioning
< Back to The Campfire My family and I went to the beach recently. We have a 10-year-old son, and he invited one of his friends to come with us.It might sound odd, but a favorite beach activity for my son and I is to dig giant holes in the sand. He likes to jump...
by Clay Ostrom | Mar 28, 2019 | Branding, Customers, Elements of Value, Strategy, Videos
< Back to The Campfire Full TranscriptionHow well do you understand the different reasons why customers use your business? And how do you know where to invest more time and energy to improve loyalty and connect with more people? Today we’re going to talk...
by Clay Ostrom | Mar 21, 2019 | Branding, Customers, Strategy
< Back to The Campfire There are a lot of words and concepts that come to mind when we think about “Brand”. A promise Your reputation An experience A mental shortcut No matter how you choose to describe it though, these ideas all hinge on one common element: your...
by Clay Ostrom | Jan 30, 2019 | Customers, Psychology, Sales
< Back to The Campfire In the world of programming, there are lots of rules to highlight how bad developers are at estimating the time it will take to finish a project. It’s so difficult to estimate time accurately, that the rules are even sarcastic about it. The...
by Clay Ostrom | Oct 3, 2018 | Branding, Customers, Strategy
< Back to The Campfire There’s a popular metaphor in the strategy world of comparing your company’s brand to an iceberg.The idea is that your visual identity (logo, colors, and such) are like the visible “tip” of your brand.Lying below the surface are the strategy...
