Most people looking to solve a need in their lives aren't just looking for products based on benefits and price. Benefits are important...

"Everything you do, from the way you answer the phone to the design of your packaging, from your location to the downstream effects of your work, from the hold music to the behaviour of your executives, and even the kind of packing peanuts you use—all of it is a form of marketing your brand. You can’t measure it. You might not even notice it. But it still matters." There’s a line that’s stuck with me for years:“Everything you do, from the way you answer the phone to the desig