Ideas for profitable
communication
by Baruch ter Wal

The, ahem, 3 secrets to successful business-to-business communication :-)

Self knowledge; customer insight; design thinking.

1. Self knowledge. This is about truth. What does your business truly do better than anyone else? (BTW: that means now, not what you will be the best at, or hope to be the best at.) Narrow the scope until you find it. Ideally it will be something you are also passionate about.
2. Customer insight. Who are the people and organisations most in need of the thing you’re best at? What do they currently believe about their needs? What do they currently believe about your ability to meet their needs? (Hint: it won’t be the same as what you believe).
3. Design thinking. On a blank piece of paper, paint the world’s most compelling and truthful picture outlining why those customers (with those beliefs) need what you have to offer.

If you’re 100% committed to these three steps, I will always be happy to talk to you with the meter off. Not before 10am though.