To Boldly Go...

By Wizard Partner Michele Miller

Author of The Natural Advantages of Women

“Well, there’s one thing I’ve learned today... when it comes to marketing, we suck at this!” That from a client at the end of a summary retreat meeting last Friday in California, after I had presented my findings and recommendations for a brand identity project I’ve been working on.

In reality, they don’t suck quite as badly as proclaimed - but that honest and humorous comment validated for me the commitment of this business to succeed. I had shown this healthcare company how to change their message in a way that speaks to the heart of the customer; I recommended a strategy that more closely resembles a laser than a gun full of buckshot; and I outlined a series of bold moves that place this company in the only position possible for tremendous growth - out on the skinny part of the branch.

In order to succeed, they are not only going to have to embrace a topic that carries a certain stigma in society, they are going to have to shout their love for it to the world.

It is the rare client that receives such a recommendation from me. How do I know they have what it takes to make it happen?