Sterling Terrell

recovering economist

Inferior Product

Inferior Product

Inferior products can still beat that better product that you have.

Unfortunately, it’s true.

Just keep on being confusing. Keep on not having clarity and see what happens.

I mean, you can drone on for ten minutes about how great you are, or you can show a pain point, and follow it with how you can solve that difficulty for your custome.

X is hard. We help people solve X.

Or, sometimes you can use an identity:

Y kind of people use this. Be a Y kind of person.

This always reminds me of why I prefer Apple over Android.

It has nothing to do with function – and everything to do with simplicity.

Clarity of product, and clarity of message, can overcome many product deficiencies.

The reality is we aren’t just in a race to get our products to market; we’re also in a race to communicate why our customers need those products in their lives. Even if we have the best product in the marketplace, we’ll lose to an inferior product if our competitor’s offer is communicated more clearly.

-Donald Miller, Building A StoryBrand

Brand Hero

Brand Hero

Apparently, if you do not have a brand hero, you are at risk of doing this whole marketing thing in the wrong way.

But all of that begs the question of who the marketing hero should be.

Where many companies seem to get confused is that they make it all about themselves.

For at it’s core – firms serve their customers .

Firms that don’t, rightly deserve to go out of business.

Understand: Business, like so many other things in life, is not about you.

I struggle with this in the context of this website.

While I want to discover things that others want to see, it has to be something that I find interesting too.

Customers don’t generally care about your story; they care about their own. Your customer should be the hero of the story, not your brand. This is the secret every phenomenally successful business understands.

-Donald Miller, Building A StoryBrand

Sterling Terrell