I spent 3 days last week at Stanford University in the Graduate School of Business. Yea, me, sporting the MBA. I didn't actually get an MBA - but I participated in an intensive 3 day program called "Integrating Mission and Strategy for Non-Profit Organizations" - which we were told was about 1/2 of an MBA for Non-Profits, except with better buffet food. 

The course leaders were Jim Phills and Chip Heath - two incredibly smart guys who play off each other in the classroom like a couple of characters from a buddy movie. They teach leaders in social innovation how to put forward the most compelling and psychologically impactful messages - and how to formulate, refine and STICK to strategies. They teach at the Stanford School of Business, so why is it that they both have Doctorates in Psychology? 

Well, as it turns out, the further along we have gotten in the business world and the not for profit world, the harder it becomes to convey effectively what we do and what we are trying to do in the highly competitive world of ideas. So the framework that they teach involves concrete steps and analysis to get clear about a couple of questions. 

What do you do? Why do you do it?

If your answer to these questions takes more than 60 seconds ... give me a call.

The answers to these questions appeal to the psychology of the listener in addition to the intellect. And the more deeply we connect to the emotional reality of our marketplace, the more market share we will get. Cognitive science is now helping folks like us talk about what we do. It sounds simple, but the results can be revolutionary. Marketing your business depends on getting clarity around your purpose and then following through with smart decisions.  

For a good primer, purchase Made to Stick and then give me a call - let's analyze your business strategy and see what we can do to help you get more customers.