The Take New Ground Podcast

There is a gap between what we say and when it’s seen, heard and understood by our audience. It takes frequency to close that gap. Jay Levinson once said: “Don’t change your ads when you’re tired of them. Don’t change them when your employees are tired of them. Don’t even change them when your friends are tired of them. Change them when your accountant is tied of them. “ I love this because it challenges us to stick with our story until it’s familiar. I explain. 

People have options. More than ever. When our options lack a story or a result we can buy into or that we want, we tend to default to price. What's cheapest I can get this for? If you're a business competing on price is a race to the bottom. There's always someone who can offer it cheaper. But if you tap into a result--something the customer is trying to achieve and help them do that genuinely, then they'll usually be happy to pay a premium. I discuss how Lululemon, Halo Top and more do this. 

Thought leadership and content marketing get thrown around all the time. And most of the time, they're used synonymously but they shouldn't be. I break this down for us.