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One morning awhile back, I awoke early and wanted to know the time, so I reached for my iPhone. Inadvertently, I hit the button for Siri, which triggered the message: “What can I help you with?” Now, up to that point, I had rarely used Siri. Frankly, I’d forgotten she was part of my phone, […]| LEVY INNOVATION
Sometimes your best brand story isn’t the one you think it should be. It’s one of your throwaway stories; an informal anecdote everybody else loves, but you don’t think twice about. I’ll explain. I recently stopped by a pet food store. Outside sat a brand representative at a table full of a type of cat […]| LEVY INNOVATION
Sometimes it’s easier to learn positioning and branding lessons when we look outside our field. Let’s look at a lesson from the world of fast food. Then we’ll see how it applies to our brands as consultants and thought leaders. A few days ago, I was eating at my local Quiznos sub shop, and a […]| LEVY INNOVATION
I asked my friend, Jake Jacobs, how business was doing, and expected a mechanical response, like “Things are good” or “Can’t complain.” Instead, he told me he’s having the most profitable twelve months he’s had in twenty-five years as a consultant – and that’s in a down economy. This year, in fact, his firm is […]| LEVY INNOVATION
When it comes to business practices, what you’re confident about today may be proven wrong tomorrow. I’ll explain. When I was a kid, I’d go to the candy store and spin the squeaky, revolving rack of comic books to see if it held a new issue of “Sergeant Fury,” “Captain America,” “Iron Man,” “Spider-Man,” or […]| LEVY INNOVATION
In the mid-1990s I conducted interviews for a small entertainment newspaper. The editor was a friend who knew my tastes, so he gave me assignments I’d enjoy. I interviewed a pre-Titanic Leonardo DiCaprio, a rapper-turning-actor named “Marky Mark” Wahlberg, the art-house rocker Jim Carroll, and other artists who whose work was at the time considered edgy or who hadn’t yet made it to the top.| LEVY INNOVATION
When I was nine years old, I fell in love with baseball and dreamed of playing first base. To aid me in my dream, my dad bought me a first baseman’s glove. When my friends and I gathered after school for an informal ball game, everyone knew to stay away from first. That was my spot.| LEVY INNOVATION
Coming up with a persuasive marketplace differentiator for your business can be difficult.| LEVY INNOVATION
To prepare for a workshop I’m giving, I’ve spent hours doing exploratory writing on how to create an elevator speech.| LEVY INNOVATION
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