Writings

Select, researched, thought-provoking, and insightful writings and articles on topics related to buying, marketing, sales, business, design, consumerism, society, economic, the arts, and the future.

Don’t Get Stuck With Bad Buyer Personas

Marketing and Sales Leaders Need To Know The Difference Between Bad Versus Good Buyer Personas To Achieve Growth Not all buyer personas are created equally. This is a problem.  Because if they are not created equally, meaning with proven research rigor and processes, we will wind up with a bunch of really bad buyer personas.  As far as I can see, there is a whole lotta bad buyer personas being created. This is upsetting from a founder’s perspective.  For when done correctly, buyer personas can be powerful in their ability to provide meaningful buyer insights that make a difference…

Buyer Aligned Sales Processes Are In Need Of A Redesign To Succeed In A New Era For B2B

B2B Organizations Must Reinvent To Accomplish Buyer-Aligned Strategies Post-Pandemic In the lexicon of business, especially B2B, words and phrases can take on so many different meanings.  That they, in effect, lose their intended purpose after a while.  For instance, you most likely have heard or read something about the buyer-aligned sales process within the past few years.  What does that actually mean today?  Especially in a world turned upside down.  Accompanied by much uncertainty on how the future is shaping up. The term buyer-aligned will take on a significant new meaning as you enter a new era of B2B…

5 Essential Reasons To Create In-House Buyer Persona Expertise

Marketing and Sales Leaders Can Increase Their Value Through In-House Buyer Insights and Buyer Persona Development Capabilities Since the origins of the buyer persona concept in 2001, buyers and their buying behaviors have always been in a constant state of change.  What is different today versus the earlier 2000s is the pace of change is much more rapid as well as substantial.  The global pandemic adding fuel to anticipated behavioral shifts on the part of buyers.  Creating a roller coaster ride with twists and turns that can be stomach-churning for marketing and sales organizations. A significant issue facing many…

4 Helpful Elements Of Buyer Personas Essential To Your Brand Storytelling

Marketing Leaders Can Use 4 Approaches Involving Buyer Personas To Create A Brand Story Buyers Will Want To Read Some of the best books ever written often involve an engaging central character or several central characters.  Stories are written that revolve around a plot of the central character facing and overcoming challenges.  A non-fiction book I read recently that does this well is The Splendid and the Vile: A Saga of Churchill, Family, and Defiance During the Blitz by Erik Larsen.  As the title gives away, the central character is Winston Churchill and Larsen delivers a terrific story on…