What is message? Message is anything and everything that a company and its people does or says and how a product functions and behaves,...

You can't force people to buy. Life isn't black and white, yet most sales processes ultimately rely on the hope that a single...

Today’s competitive pressures are enormous. More and more industries are becoming commoditised, either through automation and...

It's a critical ingredient that is often overlooked in brand communications. If you want a message that resonates and motivates people...

A transition barrier is anything that impedes a customer from moving from using a competitor product or service to purchasing and using...

It's easy to get despondent and think 'how can my competitors get away with that?', or 'why are my customers behaving in a particular...