mistake was assuming that the virtue of my work would attract an audience. How to fix it: i have to work hard to raise awareness for my book, good charts, but it's worth it. Scott berinato , editor, harvard business review hand-related content: a step-by-step guide to audience development error: serve all at once i love the big idea; but sharing the big idea and expecting others to immediately buy into it is a foolish task. How to fix it: the key is to share your thought process first, then pitch the idea.
Jay acunzo , creator and host, unthinkable mistake: underestimating the power of the status quo about 15 years ago i decided that traditional advertising had to die soon because it made no sense in a digital world. If i had known then what i know now, i would have understood how the status quo resists change. How to fix it: build and deliver support services to help whatsapp number list customers slowly transition from siled analog organizations to integrated digital organizations. Kirk cheyfitz , principal consultant, kirk cheyfitz content + strategy hand-chosen related content: your 2020 mission:
a unified strategy for content in your marketing error: listen only client search “voice of the customer” research creates commoditized content. Meeting only known or stated customer needs with offerings no different than your competitors means that the only distinction your content can claim is the company logo. How to fix it: create advantage or uncertainty in your content to disrupt your buyer's status quo bias and overcome the biggest obstacle to success: your prospect's aversion to change. Be original and fresh to create clear differentiation. Tim riesterer , director of strategy and marketing,