Beware: You Are Likely Using Personas Incorrectly

| Ellen Quackenbush |
Personas are a great tool for the right situation but are often over-used by marketing to communicate with customers and generate leads.  Personas define how a person in a specific role—let’s say the General Manager of a Business or the VP of…
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Jedi Mind Tricks to Boost Sales and Protect Price

| Pete Morelli |
Holden Advisors consulting projects generally focus on the core competency of understanding, communicating, and mutually sharing in created value. Value is the central pillar of all best practices we recommend and implement for our customers.
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A Continuing Saga: What If Your Customers Hate You?

| Reed Holden |
Last month, I wrote about problems with the phone company that provides service to our home in the woods of Maine. If you don’t remember, the service is terrible and the process to get problems resolved is awful. In any case, we were in Maine rece…
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When Discounting Moves from Dangerous to Disastrous

| Reed Holden |
OK, I get it. In rapidly growing markets, it’s worth it to discount your products and services, in order to establish and expand your footprint. The high-tech guys have known this for years and use that strategy quite effectively.
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