There is a universally believed concept that resistance is ubiquitous, that any change, any new idea, will engender resistance. University programs teach it, Harvard professors such as Chris Argyris have made their reputations and written books on it, consultants make their livings managing it. Yet there is absolutely no reason for there to ever be […]
Historically, we have approached change through information sharing and leadership, assuming with a good leader who is able to explain and offer rational and compelling information, changees will be eager and willing to change – and will know how to process and make use of the information. But given the resistance we get, we know […]
Every decision we make, every new job we tackle, every new idea we have, involves change. What is it? Why is it so difficult? I’ve recorded a 6 part series on change: what it is, what it does, why it’s so hard, and what we need to do differently to make it easy. I begin […]
Buying decisions happen well before buyers consider your solution regardless of their need or the efficacy of your solution, marketing, or content. In fact, a purchase is the very last thing that occurs in a string of events buyers must handle as they seek to solve a business problem. One of the first things they must […]
Do you know the point in the buyer’s journey that they read your content? Is it when the assistant hands her boss a stack of articles to help him prepare for a meeting? Has your content ever been used by your competitors? Much content is not being used to enlist trust, brand recognition, gain followers […]
You’ve chosen your keynote speaker. Now it’s time to make sure everything is on track for you to get the speech you deserve. As the client, you are responsible for all of the physical elements of the experience; the speaker is responsible for the content, to make sure your audience takes away what you want […]
