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What’s the motivation behind your marketing efforts?

This is a real struggle for many businesses right now, because many existing efforts don’t seem to be working. They’re advertising like crazy, but sales have dried up because customers are extraordinarily cautious.

And the strong “buy my stuff!!!” messages can seem overbearing and insensitive.

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Video conferencing has taken over our lives! Many of us are feeling the effects.

And the loss of human contact.

I was talking about this with a friend recently. She’s an expert in public speaking, and has been working with presenters to adapt themselves to the online format. The changes go a lot deeper than you might think!

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The world is made by us and what we do. The challenge is thinking that we’re individually so insignificant that we can’t possibly make a difference.

Here’s the way out of that fallacy: Maybe it doesn’t matter if you change the world, but instead just for one person at a time.

That particular employee. That one customer. Your child. Your neighbor.

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IWAS READING a powerful article recently about building a conscious company from a systems perspective. It got me thinking about the idea of how we tend to create success measures.

It matters because those measures drive all behavior in your company.

The question is: What if we would adopt our customers’ measures of success as our own? What would happen?

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OLD TOWN MEDIA has developed an amazing reputation in northern Colorado. They’re a creative and thorough marketing agency based in Fort Collins. With a love for office dogs!

Every time I hear someone mention this business, the same words keep popping up:

  • Small and personal
  • Amazing expertise

When I had the chance to chat with CEO and Founder Miles Kailburn recently. We talked about the phases they’ve gone through since starting the company in 2007.

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DISAGREEMENT IS NATURAL, because we’re human.

I’ve recently had to work on this, both for myself and for clients, and have some thoughts about building a graceful reconciliation.

It’s important to realize that you’ve entered a zone fraught with emotion, so treating this with logical arguments isn’t likely to end up with a great result.

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BUSINESS IS ABOUT MAKING STUFF. Delivering to customers. Getting a return on your investment.

So it may seem weird that I use a fluffy word like “soul” to talk about a company.

But it’s a very real question, vitally important.

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TRUE CONFESSION: I never get significant results by myself.  Even as a one-person business, I rely on a great number of others to support me and magnify my impact.

I suspect you have the same kind of reliance on others.

The first category is those people who help me produce what I do.  That includes development and delivery of my services.  If I were producing a physical product, I’d need design, production and inventory.  Those might be done inside the business, but a lot of it depends on suppliers, consultants, partners, and so on.

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TO BE HONEST, I’m not a huge fan of industry conferences.  I’ve done a lot of them over the years, and often they give me negligible value.

There’s some that are different.

For instance, last year I went to the Small Giants Summit in Denver, and it was inspiring and intensely valuable.

What was different?

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THIS WEEK INCLUDED THE SUDDEN DEATH of two people in my circle of family and friends.

It gets you thinking. And praying.

This is when you realize that the world doesn’t begin and end with your business, your job, your activities.

It’s the kind of wakeup call that happens when you have a heart attack or big cancer scare.

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