On Grounding Your Faith

You’re starting a business, you have big ambitions, and you need to quickly make your brand known and loved out in the world, to start bringing in the customers. You should probably pick up a book or two on the topic, but to kick things off, here’s my version of Marketing & Branding 101.

When I ask people about their target audience, quite often the reply is “Everyone, really…” or something along those lines. For you, reading this, it probably won’t come as a surprise that that’s not very helpful. But even experienced marketers, who are used to think in terms of target audiences, will often define their target audiences much too broadly. And when I ask them to be more specific, I get a lot of resistance. It’s understandable. When you have a great product that you believe in, you want everyone (or at least everyone who can pay) to know about it. And you…

When we’re vilifying one side or the other for the senseless killing in the Middle East, chances are we’ve got the sides wrong.