Write it down

Write it down

Keeping a plan in your head is not really a plan at all. It’s just an idea. A plan is thought-out, recorded, revisited and refined over time. And such a document should never be “finished.” It should always be developing, adapting and changing in concert with your business.

Feature v. benefit

Feature v. benefit

Don’t ever be caught flat-footed describing your product or service using vacuous terms like “quality” or “value.” Everybody says this. As a result these terms have become meaningless. Go beyond, get specific and differentiate your business in terms that describe what’s in it for your customers.