All the things we’re not

Many companies are quite good at explaining what their product is not but not at all good at explaining what it is instead. When you push them they will keep reminding you that “no, this is not quite what we do.”

The problem with this is that we don’t have hooks in our brains for what a thing is not. There just isn’t a place for “not Netflix”, “not a streaming service”, or “not a film producer”.

Often, the effort that’s required to remind us of what you are not and why we got you wrong is better spent at understanding what we know already and what hooks we have already so that you can attach to these hooks.

If you liked this post

consider subscribing to my week-daily thoughts on the art of communicating.
We never use your address for anything else. Please see our privacy terms.

Read More

Thoughts on outlines

In the corporate world, outlines are still pretty much mandatory at the start of a presentation. Also, they are pretty much wasted time. Outlines have

Read »

The stories we make

“I don’t tell stories.” the restaurant owner said, “so that’s not relevant to me.” Which is half the truth. Because while he doesn’t tell stories,

Read »
Dr. Michael Gerharz

Dr. Michael Gerharz

GET

Work with me 1:1

Create messages that resonate so strongly that it leads to change!
Focus your message to what matters most to your customers and communicate it with clarity

SEARCH THE SITE

Yes, I love talking to you. Call me at +49.2241.8997777
Or reach out at michael@michaelgerharz.com