Elevator pitches are supposed to be short and punchy, aren’t they?
Even if you had a well-defined value proposition before the recession began, you’ll need to revisit it now. Why? Because your customers are thinking differently.
Although he possibly didn’t realise it, the small sandwich bar owner I met the other day was starting to do strategic marketing.
I sat between two solicitors at a breakfast meeting a while ago. “What do you do?”, I asked. “I’m with the LARGEST legal practice in town”, said one, in a proud tone. The other said, looking down his nose at an even more acute angle, “I’m with the OLDEST legal firm in town”. Rather than […]