I have long been a fan of Simon’s Sinek’s work, and in particular his book ‘Start with why.’ In it Simon shares his ‘golden circle’ model showing ‘Why’ in the centre, ‘How’ in the middle, and ‘What’ on the outside.
Does your current marketing program attract tyre-kickers? You know who I mean: the ones who are always trying to get a cheaper price, who don’t appreciate what you do for them, and end up being your most difficult customers of all. Maybe you’re marketing to the wrong people. Maybe your real ideal customer is someone […]