Attention is a necessary ingredient that allows companies to make money.
If there’s no customers paying attention, there’s no business.
Another ingredient is control.
Control is a key lever for companies that rely on content marketing to acquire and retain customers. It enables companies to work on their own terms—customise the user experience, get the audience to subscribe to a newsletter, or, even better, make a sale. 
Both attention and some control are needed to generate revenue.
You can’t make money if nobody pays attention to what you do and sell. And you can’t do much if you don’t have enough control over your content.
The most successful innovations do one thing well:
They leverage existing worldviews.
Worldviews are the biases, the beliefs, and the assumptions we make about the world. They’re rooted in the experiences we’ve had in life. And these shape how we see and interact with what’s happening around us.
Focus on customer choice and experience to uncover great ways to innovate.
Without a doubt, putting yourself in someone else’s shoes will improve your listening, communication, and understanding. It will facilitate your problem-solving and success – at work and beyond.
Employ Empathic Discovery
“Most of what companies know about their customers tends to be descriptive and data driven: who they are, where they live, what they’ve purchased, how long they’ve been a customer, etc… There may be a segmentation analysis that groups customers by attitudes, etc… However, in most cases, there is no rigorous framework for personifying customers in a way that builds empathic understanding. This includes structured ways to answer: who are these people, what are the situations they’re in, what’s important to them and what are they trying to accomplish, how do they evaluate alternatives and make choices, what do they do outside of the limited set of contacts with our business, and what emotional states influence behavior?”
But this founding framework of marketing (created in 1960) no longer encompasses what marketing means today…
A Good Definition Gives Guidance
Defining what marketing stands for isn’t an abstract issue.
The way a company defines marketing shapes the scope of its marketing activities and the way it organises its marketing teams. So problems arise when a wrong definition is used and, therefore, doesn’t make marketing fit well within the overall business strategy.
This Above The Trend about fundraising is inspired by Guerric’s time volunteering for the Acumen Fund in London, learning about impact strategy. As support for your fundraising communication, I am also pleased to include Monroe’s Motivated Sequence here, which I discovered preparing for the persuasive speech module of the Public Speaking course I first taught in Bratislava.
Ever since I was a child, going door-to-door to strangers’ homes, I enjoyed fundraising, because I liked getting money to the right places. I highly valued my education, so I had no problem finding more ways to support my school. Today we’d like you to embrace the same mindset. Pour your energy into what matters to you, and have fun. Make a positive impact, and bring wealth where it is needed.
Since 2008, an increasing number of technology ventures have been revolutionising the financial industry.
This is what I called in 2013 the “FinTech Revolution”.
In this article, I focus on the reasons for this revolution from a strategy and innovation perspective.
I also listed some of the best FinTech ideas. These are great examples of disruptive ideas that have now become significant providers of financial services.
A Change of Paradigm
The internet has allowed an innovative jump to occur in many industries. Customers have now an easy, very affordable access to books (e.g. Amazon), furniture (Made.com), TV (Netflix), education (Coursera.org), media (YouTube)…
It’s nearly impossible to change somebody’s mind. When you try to do so, you’re basically saying: “You were wrong.”
Nobody likes to admit they were wrong. Do you?
Your prospects make their decisions consciously (or unconsciously) based on how much value they feel they’re getting out of the deal. Once a decision is made, they won’t change their minds. At this point, your prospects won’t buy from you, unless you increase the perceived value of the deal.