If you ask the same, old marketing questions, you’ll get the same, old marketing responses — and you won’t get any closer to the differentiating and compelling messaging you really need.You can’t come up with your true differentiation by, well, asking the question, ‘What makes us different?’ Not anymore than you can find your passion

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Category design is a way of defining the category of business you’re in so that your company becomes the obvious leader in your space. I’ve been doing this work for over 20 years before someone gave it a name, through my focus on differentiation – read on to see how the axe can teach you

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Yes, that’s me. I was always a shy, insecure kid. (Can you tell?) Well, it’s precisely because I didn’t want to continue being a shy, insecure grown-up that I pushed myself to go beyond my own. boundaries and self-doubts. I did extreme sports, became a professional speaker, put myself out there as a musician, and

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If you’re like most people, you probably see yourself as a positive person. Someone who likely responds better to positive messages, rather than negative messages.But maybe that’s not quite correct.The fact is, negative messaging works to get people’s attention – including yours. Neuroscientists call this the Negativity Bias; which quite simply means that our brains

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If only the wolf had studied neuroscience and had told a story, instead of wasting his breath with all that useless huffing and puffing! You see, neuroscience teaches us that we build up beliefs and views of the world through a process called Bayesian learning. The end result is… Of course, you know the story

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