Halloween fear is fun because it’s safe. Real fear isn’t, because it has consequences.
From a tennis backhand to starting a business, the lesson is the same: fear confuses “different” with “dangerous.” Progress comes from leaning in incrementally, building tolerance one rep at a time.
Haunted by the Backhand Read More »
We love evidence that we’re right, and that’s the problem. Confirmation bias pushes teams to validate assumptions instead of trying to disprove them.
From Wason’s card test to John Snow’s cholera work, the lesson is the same: earn conviction by challenging your thesis, not defending it.
Don’t Prove Your Thesis…Prove It Wrong Read More »
Most UVPs don’t fail because they’re wrong. They fail because they’re generic or self-focused. A UVP should work like a mirror and a lens: reflect the customer’s current reality so they feel understood, then show the future state you enable. If prospects can’t see themselves, it’s not going to resonate and deliver the outcome your business desires.
Is Your UVP Doing Its Job? Read More »
Buyer personas often become wall posters — stock photos and stereotypes with no impact.
The fix isn’t better bios. It’s a shift in objective: map how the buyer decides. What triggers a search, what proof convinces them, what objections stall them, and what tradeoffs they’ll accept under pressure.
I Hated Buyer Personas Until… Read More »
“Mid-market companies” isn’t an ICP. It’s a lake. The bait is psychographics, triggers, buying behavior, and pain that’s urgent enough to act on.
The “I” matters: ideal means prioritizing who you should pursue now, not everyone who could buy. Focus compounds.
Stop Fishing with Generic Bait Read More »
