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When I first heard about personas as a wet behind-the-ears marketer, it really made sense to me. "We're gonna sell to Alex, who's 35, lives in an urban environment, and has a $90k annual salary. He likes this, he dislikes that." You put up a fake avatar photo and blast it on every wall of the company so that everyone knows who we work for and what they want. But, anyone could be Alex and no one was Alex. The ad campaign had all the right buttons for this type of persona. Eve

Early in my career, I wanted to perform at all costs. I took the courses. I read the blogs. I used the tools. But every year, when I'd look at my final marketing plan, I had the same feeling. The feeling of just hoping it would work. I interviewed more than 15 marketing leaders at B2B startups, across all kinds of industries, to see how they handled it. Everyone was going through the same thing. Even it all the hard work and data-driven approach, we needed a way to validate t

Ahhh, marketing, the land of an ever-growing pool of unclear concepts. Where a conversation about branding could potentially mean the...

What Are Micro-Certainties? A micro-certainty is a small, undeniable truth about your customer's journey. It's the one thing you can always bet on, no matter how chaotic everything else seems. It's the moment where the fog clears, and you can see a direct line between a customer's action and a future sale. This simple principle allows you to bypass the need for a fully-fledged funnel to start predicting sales with confidence. A Real-World Example in Practice A client of min