A Principled Strategy for a Balanced and Practical Response

My Definitions

Principled: The basis upon which others can determine a basis for truth, clarity and integrity.

Strategy: The plan for achieving success in defined goals and objectives.

Balanced: It’s a ‘Win-Win-Win’ situation; that is, everyone in the deal wins – the investors, the customers and the company.

Practical: Does the product or service serve a real need.

Response: What is put ‘out there’ for others to respond to.

Marketing is Storytelling

All marketers are storytellers because every product or service needs a story. Without a story, why would anyone be interested in the product or service? Marketers tell stories because investors and consumers insist on it. The facts are irrelevant. What matters is what the consumer believes.

Consumers buy what they want, not what they need. Needs are practical and objective, wants are irrational and subjective.

Truly great stories succeed because they are true, make a promise, can be trusted and agree with what we already believe.

My Bottom Line

I believe in incorporating principles, balance and practicality in every strategic positioning campaign to inspire a response that makes it work for everyone.