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How we're different from our competitors (a marketing story)
Competitors in many industries are so similar that it's difficult for even professional buyers to tell them apart. That's where marketing comes in. The primary goal of marketing is to differentiate you from your competitors in the mind of your potential customers, and one of the best ways to do that is with a story that illustrates how different of an experience a customer will have working with you versus with one of your competitors. In this video, see a compelling example and learn how to craft a similar marketing story of your own.
Every great leader is a great storyteller. And the most important part of being a great storyteller is knowing which stories to tell. In this course, best-selling author and storytelling expert Paul Smith shares the 10 most important stories every leader should be able to tell at a moment’s notice. The result of hundreds of one-on-one interviews with CEOs and executives in 25 countries, these stories can help people in organizations understand where they came from, where they’re going, and how they’re going to get there, as well as provide insights about their customers, values, and competitive advantage. Paul shares an engaging and inspiring example of each type of story and provides tips to help you find and craft your own.