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.

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Writing things down

Writing things down is among the most powerful tools to refine your thinking. Because it makes your thinking specific. By writing it down you commit

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Rule #1 in communication

Rule #1 in communication: The audience is always right!If they didn’t get it they didn’t get it. End of Story. No, actually it’s not the

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Dr. Michael Gerharz

Dr. Michael Gerharz

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