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Case Study: Serial Entrepreneur Needs Brand Marketing to Increase Sales in a Two-Sided Marketplace

Our client was a highly successful serial entrepreneur with a solid track record of starting new businesses, building them up, and selling them off after 4-5 years. The secret to her success was her ability to develop a product to fit a targeted niche, make initial sales, and then create a scalable, repeatable sales model. 

While growing a company handling expenses for business convention providers, she spotted a new opportunity. So she did what she always did: Launch a new product, and sell, s…

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Blog-ArtCreativity

The Fickle Importance of Art and Creativity in a Scaling Business

The definition of art is the quality, production, expression, or realm, according to aesthetic principles, of what is beautiful, appealing, or of more than ordinary significance.

I like that last part, "more than ordinary significance". To me, art is the ability to see or do something beyond what is considered normal and, it often elicits an emotional response of some type.

In our culture, art is often associated with a fine art like painting, drawing, music, or acting. In business, it's often…

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Case Study: Fragmented Technology and No Marketing Strategy Does Not Produce Results

Our client, a 50-year-old membership organization had a small group of members with intense brand loyalty. These members would describe their relationship to the organization as “I owe my whole professional life to them”. There was a bigger group that expressed the sentiment “we know we can depend on you for only this”. These members would come and go based on when they needed one specific service that this organization was really good at.  

While they had some members who were very loyal, they…

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Growth and Scaling: What's the Difference and Why Does it Matter?

In early 2021, I changed my tagline to Be Ready to Scale®. Shortly after that, I was meeting with a prospect and he asked me, “Why did you choose the word 'scale' instead of growth?”

At first, I was taken aback. It wasn’t a question I was expecting as we were talking about his company and how I could help him. I was happy to answer him though. It’s what makes me different from my competitors.

I explained that growth is something that is usually thought about in linear terms—a company acquires …

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Case Study: When You Need to Rebrand, but the Founders Don't Agree

Sometimes a brand starts with a project with no intention to scale up beyond that project. While this seems to be a nice-to-have problem, it often means that all the elements that defined the marketing of the project, the story of its creation, the name, the description, and talking points become irrelevant.

Our client started this way. Their project name was directly related to the tactical kits that they were assembling for their local community. Within a short four years, their project had b…

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Blog-MVP

The Ability of a Brand to Go from Viable to Valuable

MVP. Sounds exciting. You want that title. Right?

Well, unfortunately, I am not going to talk about being the most valuable player. Instead, my thoughts are about a minimal viable product (MVP). I know that is nowhere near as sexy. And as you know, you don't want me talking sports. LOL!

Anyway, I want to draw attention to the words--minimal...viable...product—MINIMAL in particular.  

The concept is great, you spend as little as possible and generate the most revenue (and hopefully profit too)…

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Blog-BrandLotus

Define Who You Actually Are and the Value You Really Provide for Success

Sometimes even the experts need experts. Over the last 20 plus years, I’ve noticed that there are two types of leaders—the ones who are willing to ask for help and actively practice personal and professional development, and those that believe that they must always appear to know everything.

A few years ago, I heard someone say, “if you can’t do for yourself what you do for clients, you’re an imposter.” This briefly caught me off guard, but after some consideration, I realized that this person …

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B2B Holiday Marketing: How to be Successful at It

Holiday marketing is often assumed to be only for B2C or D2C brands. After all, it can be up to 30% of their annual sales, according to the National Retail Federation. But for B2B companies, the holiday season tends to be more of a snooze than a sleigh ride. Even if potential clients are at the end of their yearly budget, they are simply too busy dealing with the holiday rush to worry about finding or committing to new deals.

But just because holiday marketing can be a challenge, it doesn’t mea…

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The 4 Types of Creative Content to Captivate Your Audience and Build Your Brand

Creating content is essential for growing your brand. It's a key marketing tool, helps with SEO, and creates the possibility to engage with your audience in multiple ways. Content can be made in different formats, from blog posts to videos, from memes to infographics, or from websites to promotional products. The content you create will also usually have different purposes--which can make creating a strategy feel overwhelming. Let's take a look at four different types of content and how they can…

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Integrity is Really Useful and Important to Your Brand

A quick search on LinkedIn reveals that “integrity” is mostly associated with product launches or cancelations and job changes. There are a few posts that reference an organization’s core values. A quick search engine search reveals the definition, of course, and a series of self-help articles about how to identify someone ‘with’ it. So apparently integrity is a thing that you can acquire. Hmmm…

According to HubSpot and Ferguson Values, integrity tops the list of common core values. Yup. It’s t…

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