Some insights from Seth Godin, a renowned American author, entrepreneur and marketing expert.
• Use AI, or you will be used by it. It is happening, and you cannot deny it. How well you use it will be your advantage.
• Get close to the customer. Spending six hours in customer service makes you more knowledgeable about customers than anyone else in the marketing department.
• Differentiation is selfish; positioning is generous. Position yourself to the right target group, not to everyone. If you aim for the average customer, you will lose or, worse, come in second.
• People in your company can do incredible things and yet never speak about it because, for them, it is an everyday job that sometimes seems boring. To bring that story out, ask the right questions. Ask them to show the hard part of their work, why it was difficult and why it makes them proud. That can bring a story.
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