This is a promo for my Mid-Atlantic Marketing Summit talk this Friday, titled:

“Burn the Whiteboard! Stop Brainstorming and Go Ask Customers These 5 Questions.”

Please register at

Hope to see you there.

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I love this quote: “Fall in love with the customer’s problem, not your solution.” On that note, it’s surprising how many companies I meet (startups to established) that have never Googled the problem they’re trying to solve from the customers’ perspective.

They tend to Google their unique solution, and then say, “See, no one’s doing this!” Which really means, “No one’s doing exactly what we’re doing.” But when you Google the problem, you’ll see competitors, substitutes and alternatives from the customers’ perspective–including customers solving the problem in-house.

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