1. Language is one of the most important definers of any brand. The language you choose, the language you don’t choose and the language you choose to replace are a reflection, and in some senses a definition, of your priorities.
The purpose of an agency pitch is not to sell what you do. It’s to explain in the clearest terms why someone should look forward to doing business with you. And while you’re explaining your story, you can bet that every other participant in the pitch will be telling theirs.
Kate Crawford, a principal researcher at Microsoft Research and a visiting professor at the MIT Center for Civic Media, has written a provocative post on the HBR Blog titled, “The Hidden Biases in Big Data.” She quotes former Wired Editor-In-Chief, Chris Anderson, as saying, “with enough data, the numbers speak for themselves.” Crawford then asks, can numbers actually speak for themselves?
You should never start a business unless you are deliberately planning for others in the industry to be dismayed, surprised, outraged or alarmed by what you are doing.
Behavioral economists refer to the decision making process brands use to set a price in the minds of consumers, especially when those buyers are dealing with something that is unfamiliar to them, as “anchoring”.
