AuthorJosho

A corporate mission should do more than inspire the brand

A

During the branding process, I usually begin with foundations: an organization's Mission, Vision, and Values. Unfortunately, for many companies, these are used during the branding process, documented in a brand guide book, and then referenced occasionally in an annual report, or board meeting. But they should be used for far more! If they really underpin a brand, they should be "made...

Demand gen and lead gen and when to use them

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Marketers often use the terms “demand gen” and “lead gen” interchangeably, but they are actually two distinct concepts, with some overlap. I’d like to clear up what they are and how they differ. Demand generation is focused on building awareness of the problem a product solves and the solution it offers, and guiding prospective buyers through a journey. Demand gen...

Process is about raising floors and removing ceilings

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I’ll admit it: I’m obsessed with creating processes. Whenever it looks like I’m going to do something more than once, I start creating a process. It’s nothing big – I just write down what I plan to do before I do it. Viola! A process. Processes can take many different forms and names: a checklist, a plan, a recipe, a playbook, a workflow, etc. They are all processes...

Market confusion – what’s in a word?

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Business strategists and marketers throw the word “market” around liberally, using it in different contexts with different definitions without explanation. This can be confusing. I especially notice the difference moving from an investment perspective to an operational perspective. In the former, the term is often more seller-focused. For example, “who are the players in the market?”...

Josho

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Quickly communicate covalent niche markets for maintainable sources. Collaboratively harness resource sucking experiences whereas cost effective meta-services.