Column On Developing More

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” Nope. That’s Not How A Successful Story Works. Your Customers And Audience Will Go About Their Day Just Fine Without Understanding You Are Innovative. No One Gets Out Of Bed Worrying They Don’t Know How Your Brand Will Save The Planet. Now, In My Last Meaningful Brand Relationships, I Bristled When Someone (Usually A Marketing Speaker At A Conference) Says, “no One Wakes Up Wondering Why They Don’t Have A Better Relationship With Their Butter Provider.

” My Point Was, While True, That Sentiment Doesn’t Negate The Need china phone number material For The Butter Provider To Have A Better, More Meaningful Relationship With Its Customers. When I Say No One Gets Out Of Bed Worrying That They Don’t Understand How You’re Innovative, I’m Not Refuting Your Need To Make Them Understand That You’re Innovative.



I Get It. I Really Do. But That Point Cannot Be The Heart Of A Story That Will Develop A Level Of Trust. At Best, Putting Your Brand Front And Center With Innovation Claims Might Strengthen That Notion With Your Most Ardent Fans. But It’s Highly Unlikely To Make Anyone Aware And Most Certainly Not Change Someone’s Mind Who Doesn’t Believe.