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My career has taken me many places, but that journey has revealed a single, constant truth. Regardless of industry or export, companies need a clear, authentic pitch. Many struggle to articulate why they do what they do, or simply don’t see the need. The irony is that a genuine why is the strongest bond a business can forge with its audience.
People are inundated with targeted marketing every day. Personalization is seen as key to a great customer experience, but think about it from the recipient’s perspective. There are countless entities that have invested thousands (or millions) to understand you, but you know nothing about them except that they want your money.
How can a company distinguish itself in spite of this fundamental tension?
