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  • Insight: Marketing Beyond Commitment with the Trust Chain

    Insight: Marketing Beyond Commitment with the Trust Chain

    The Trust Curve is one of the most important Marketing 2.0 concepts around.  It states that as trust builds over time, the relationship strengthens and the target person (prospective client, prospective member, prospective employee, etc) moves through the stages of awareness, preference, trial, and commitment. The job of marketing is [More]

  • Carrot and Stick Resolutions

    Carrot and Stick Resolutions

    If you're like many people, you will make a New Year's Resolution: start this project, finish that project, exercise more, eat less, etc. Yet despite our best intentions, too often there is little follow-through, and the resolution is quietly abandoned. How can you make your resolutions - or any goal [More]

  • Weasel words have no weight

    Weasel words have no weight

    Have you ever met someone who doesn't give you a straight answer? Do they have a way of saying things that leave doubt in your mind about whether they will deliver on their promises? When this happens, listen to their words carefully: they often will use conditional words to express [More]

  • Urgent vs. Important

    Urgent vs. Important

    When a customer calls, do you rush to meet their needs? When you check into a hotel, do you expect prompt, courteous service? When you drive your car, do you always take the shortest routes - at the fastest speeds? And when you do a great job, do you want [More]

  • Yes means No

    Yes means No

    It is tough saying "No" when someone asks for your help or your commitment. We don't want to let down our colleagues, friends, or family. We don't want them to think we lack the capability. And we want to develop the reputation as someone who always steps up to the [More]

  • Summer Resolutions

    Summer Resolutions

    We've all heard about New Year's resolutions, but how about Summer Resolutions? Or, for that matter, First-of-the-month Resolutions, Monday resolutions, or 9am resolutions? While some of these may sound absurd, there is actually something that can be learned from them. For most people, resolutions have two things in common: they [More]

  • Mentor Mentee

    Mentor Mentee

    I'm not sure if mentee is a proper word, but it should be. So much has been written about the importance of finding a mentor, but when you get one, what is your role as the mentee? First, consider the reasons a mentor is showing an interest in you. They [More]


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