Clarity & Context > Tactics & Content

Nice logos don't get rid of customer headaches.

Clever slogans don't get rid of customer headaches.

Glossy brochures don't get rid of customer headaches.

Good offers do.

Good offers start with understanding customer context.

If you're looking to boost sales, don't immediately run to the typical distractions ("rebrand time!", "we need a brochure!", "update our website!").

A leaky pipeline or confused customers is usually a symptom of a seller lacking the necessary clarity of the value they provide.

The clearer you are on what their headaches are, the clearer you'll be on how you get rid of their headaches, the value you provide, and how to communicate said value.

Nice logos, clever slogans, and glossy brochures are fine and all, but they're nothing more than packaging.

If you've got pretty packaging and a crap offer/product, you don't have a business.

If you've got a great product/offer and mediocre packaging, you have a business.

First focus on what matters.

Clarity and Context > Tactics and Content