Month: November 2017

Innovative ideas have varying levels of success

Why some innovative ideas work, and most don’t

We hear a lot about how fast and how much the world is moving. But when companies pursue innovative ideas to cater to what they think is consumers’ fascination with the new and shiny, reactions can be mixed. The trap for marketers in this is that there are different types of “newness”: from the ‘new’ people queue for, talk about, and go mad on social networks over to the ‘new’ that bewilders, confuses, worries, or even confronts.

Be an excellent business storyteller

How to excel as a business storyteller, now that everyone’s doing it

Stories are now such a *thing* even in a B2B context that it’s easy to think that every marketer can and should be a business storyteller. Effective business storytelling though is harder than it looks. If you back yourselves to tell an extraordinary story that the people who buy from you will want to specifically engage with (at the expense of your competitors), there are three things you need to organise.