Loyalty is dead. Actually it never existed. You need fans.

Everyone talks about customer loyalty as though it is a magical quality that some brands just get. That’s silly. Apple didn’t “create” loyalty. They created a collection of products that work together seamlessly. These products look great and are crazy intuitive. I own multiple Apple products, but am I loyal? Yes and No. If Apple […]

Change B2B into T2T and really engage your customers

  I keep hearing “…but what about B2B?” like it exists in a completely separate universe. B2B is not building to building. Businesses are run by people, inspired by people and ultimately for people to use in their work life. The guy in the suit leaning back in his chair at the meeting is going […]

Go for the “Wow!”

Want to stand out in the crowded market place? Mail something. Not email, not voice mail, not texting, good old fashioned mail. The kind of mail that requires you to put a stamp on it. The kind that you hold in your hands when it arrives. The kind that makes you think “Wow, I wonder […]