Your customers will tell you why you're special
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- Drove from London to Mongolia in Mini Cooper
- Wanted to drive an old car that would break down and that's part of the adventure
- 2006 made video diaries for Expedia
- Had a great client and some money left over
- Four offices around the world
- Be authentic
- Strip away the ego
- Strip away the brand
- Strip away the logo
- Understand your audience's challenges
- Talk to those challenges
Your customers will tell you why you're special, if you ask. "
- You need to talk to your customers
- Talk to your top five clients
- Ask them why they came to you
- Do the work and get the details on why they love you and tell that story
- Tell a touching story
- Talk to your customers to find why you're special
- Now run with that
- Go deep on one story
- Illustrate how you care
- How you do anything is how you do everything
- Be incredibly specific
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