The secret to breakthrough new products

As humans we are creatures of analogy and association. This matters a lot, when creating a new product. The movie industry is a good place to explain it. The movie business has high risks, high rewards if done right, and lots of data on outcomes.

Goal setting with creative boundaries

Recently I appeared on the marketing mindset internet radio show. It’s hosted by Marie Mason and it airs at 6pm EST. There aren’t many shows that drill down into this really important connection. In fact, like my friend Rob Drummond likes to say with respect to small businesses: almost every business problem is often rooted in a personal one.


21 Different Ways To Prove Your Case, Even Though You Don’t Have A Product or Customer Yet

As late heavy hitter Gary Bencivenga says:

Almost everyone in the world, in every field of human endeavor, is desperately searching for someone to believe in. Be that person and you can write your own ticket. Belief is today’s most overlooked yet most powerful key to boosting response to any ad, in any medium. Harness it and you unleash the core atomic power for exploding response.

Most prospects want to believe the claims you make in a landing page, yet the claims challenge their world-view and the status quo. You need proof, ideally proof that resonates emotionally, in order to get them to take action.

Even on a landing page MVP, it all comes down to knowing how to present your product.