When is something expensive or cheap? It depends on the value that we perceive in the item or service we’re buying. An object can be both expensive in price, and extremely cheap in value. That shows the struggle between price and value. Think of price and value as a scale. In a fair trade, the […]
These principles are a work in progress. I’m trying to work out what I think about when it comes to digital marketing. That means that the reasoning behind them will not always be fluent and that this page will never be finished. Long term over the short term. Always. I have a serious problem with […]
We get so caught up in targeting that we forget that landing pages are just as important. I’d argue that they’re more important than the targeting and the creatives of the ad. Because their main objective is to make the sale of the promise you made in the ad. I look at search queries as […]
How do you introduce your company to prospects? I’ve spend the past few months looking for frameworks to streamline our offerings to customers. One of these frameworks that I use a lot is the Perfect Pitch by Robert Craven. I like it because it’s a very simple framework to get to the perfect pitch. That’s […]
Confirmation bias happens when you only look for the facts that support your idea. It’s something I come across far too often. It happens because it’s so very human to only see what we want to see. It’s one of the main culprits of bad decision making. We look for signs that match our initial idea […]
“Can’t we just go for the middle?” They asked. I started to search for a friendly way to say: “No, we can’t”. The middle is a clear indicator that you don’t stand for anything. That’s the cardinal sin in any campaign: Not communicating why people should choose you. Choosing to stand for something forces people […]
Farnhamstreet with another one of their great mental models. This time on how you can create leverage in life and in business.