Forget Reality – Perception Rules The Business World

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This guest post was forged in the fires of Mount Doom by Stephen Guise of Deep Existence. Perception rules the business world. I wish it wasn't this way. Really. In business, perception will always be more important than reality. It is more important for generating sales, being influential, and gaining respect. Perception is the lens through which the world sees you. In my early days, I thought that perception didn't matter. I figured if I knew the truth, then everything would be fine. Well, one incident opened my eyes to the fallacy of that way of thinking. Several years ago, my … [Read more...]

When Marketing Becomes Difficult, You’re On The Right Path

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Does marketing frustrate you? It should. But why do so many other businesses have such an easy time marketing? You know that brand new frozen yogurt shop right around the corner that is exactly like the 50 others in town. Why do they have such an easy time attracting customers when it’s so hard for you? The difference? Your business is remarkable, while theirs is just a commodity. When someone is in the business of selling a commodity (a product or service that is pretty much the same no matter what brand sells it, such as staples or tissues or fruit), marketing becomes very easy. It … [Read more...]

There’s No Service Like Apple Service

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"You know what I discovered about my laptop today?" my dad asked the Apple Genius. "No. What?" "They don't bounce!" It All Comes Crashing Down As I knew would happen sooner or later, my dad dropped his Macbook Pro and destroyed it. Having landed on the component that sends power to the computer, it now wouldn't turn on. But for issues such as this, we had bought Applecare for his computer. And as luck would have it, Applecare for his computer had expired 42 days earlier. Sadly, we'd have to pay for the repairs now. "I can give you a rough estimate," the Genius said. "It's … [Read more...]

Would Your Customers Take a Bullet For You?

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What a ridiculous idea! Why would any customer take a bullet for you or your company? Well, for Apple, it’s not that ridiculous. Try telling an Apple fanatic that Windows is better than Mac, and he’ll literally assault you. Welcome to the world of tribes. The best companies in the world are great because they have a tribe of loyal customers. Think about companies like Apple, Nike, and Mini Cooper and the tribes they build around their brands. So why should your company build a tribe of loyal customers? The Tribe Members are your Evangelists Walk up to an Apple fanatic and tell … [Read more...]