We should all be getting more out of trade shows. The combination of intellectual firepower, access to technology, and networking opportunities is grossly underutilized. You can prepare for trade shows in a way that maximizes the quality interactions necessary to deliver the ROI you deserve from your investment.

We make decisions based on our emotional brain, not our rational brain. Changing behavior (e.g. sales) isn’t about dumping the largest amount of features on the prospect – its about finding alignment between what you believe and what they believe – the “why” of what you might do together.

Remember a decade ago when we were talking about how to capture all the revenue from customers changes? I think that’s what printers are thinking – we’re investing our time and labor into something (a private web to print storefront) therefore it should be charagble. We’re thinking about it from our perspective instead of the customers – value has migrated from manufacturing to the ease of order entry – you have to invest where the customer value focus is!

Easy sells, easy differentiates, making things easy is actually very hard. Making complex things easy is really hard. Customers want easy and they don’t care how much complexity is behind the easy.