10 ways to turn your inexperience into an asset

You’re starting a business. But you lack experience. You’re worried that people won’t take you seriously or that they will question the level of value you can provide. You’ve heard the “fake it ’til you make it” motto, which is easy to say but difficult to live out authentically. Good news: I’ve been there. So […]

How an insurance broker can piss off its customers in 4 short paragraphs

It’s that time of year again… when the broker that handles my house insurance pisses me off by sending me a letter reminding me of what bad customer service is. The letter reads: Dear Aaron: Re: Policy xxxxxxxxxxxx I am pleased to offer renewal of your policy which presently expires on April 15, 2011. The […]

Linking value to usage: Innovation in the auto insurance industry

One of my clients is an automotive insurance company. The other day, while a few of us were working on a positioning document, one of my contacts at the company observed that their company seemed to be held up to higher scrutiny than other organizations (like the power company or water utility). They were right […]

Rethinking the consultant’s business strategy

I recently heard someone mention that a consultant’s job is to get fired. Although that sounds drastic, what they meant was that a consultant is hired to provide a service that, once delivered, should render the consultant redundant. For example, a company with an efficiency problem might hire an efficiency consultant who will get the […]

Mine is bigger than yours: Competitiveness and marketing content

Verizon and AT&T are locked in a battle for my mind. Every TV show I watch seems to have a commercial in which one of them talks about how they are better than the other. One of them (but I’m not sure which one) shows two side-by-side color-coded maps indicating national coverage of their phones. […]