Hello you,
Let me start by saying that you're looking great.
We're trying something new. Well, a couple of new things. Firstly, the format of these emails is changing. Less "content catch up", more "what's going on". Slow email.
Secondly, we will stick to a monthly format but change who the email is from. I'm kicking off this month, and Chris will give you his view next month. As you all know, this stuff is hard, but we're leaning in.
It's still tough out there; we're seeing more clients looking to double down on what they have, but explain it better. Positioning is the foundation of much of our work now, making it clear what value you deliver to a group of people who care about that value. Around the world, marketers, product teams, customer success teams and salespeople wake up screaming from the nightmare of me repeatedly saying, "So what?!?" as we drill down beyond the features and benefits and hit the rich seam of value that customers crave. It's a fun process, a team sport that brings all departments together to make something better.
The best bit is how we're not just delivering "stuff" but changing a wee bit of the culture of a business with every "So what?!?". And when we present the creative work to the client, the entire team can see aspects of themselves in that work. It's also the best chance for the work to stick up and down the organisation. At the risk of sounding like a daft sap, it's wonderfully fulfilling.
Another month, another 3-star rated podcast gets released from your favourite brand consultancy. Chris researched 34 B2B tech websites and looked at how they described themselves, particularly their values. He returned to us with a lot of 'integrity', 'innovation' and 'sustainability' but not much inspiration. We then chatted through why we thought this was the case, the reasons for having distinct brand values and some points on making brand values more ownable to your business. Have a listen.
No time to listen to a twenty-minute podcast? Got it. We've also been busy writing down some thinking on the journal section of the website. Chris asks why B2B tech firms overemphasise incorporating numerous digital features in products. He feels this often detracts from the user experience and that we should value human-centred design over technological innovation. Read on.
Our clients inspire all the content we create, how we work together to understand that challenge, and the action we must take to solve it. Yes, that's right, this is where I'm touting for work. If you'd like to chat about how we can help you in these interesting times, drop me a line.
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