Reading Time: 6 minutes People don’t buy products and services. They buy a solution to their problem. In my experience reviewing hundreds of technology websites, I’ve found that very few technology companies have a clear value proposition identified for prospective customers. Most of the time I have to weed through lists of product features to find anything that even remotely feels like a value or benefit statement or listen to a 3-minute long explanation without really hearing a compelling value statement. We are obsessed with leading with product features and functionality when asked to speak about our solutions. So, I’ll attempt to help you quickly identify your solution or company value proposition here.

Reading Time: 6 minutes Before you pick a name for your new Power App or solution, think twice! There is more to a name than meets the eye. What does your company name mean to prospects today? Semiotics is an area of research that focuses on understanding how we interpret and make sense of signs, including words, emoticons, images, icons, and objects. In the context of culture, the same object or sign can have different meanings: a thumbs-up in Canada means “good job”. In Australia, Greece, or the Middle East it can mean “sit on this” or “up yours”. I’ve taken a minute to analyze the Microsoft Dynamics 365 and NetSuite product names from a semiotic perspective to give you an example. When creating new apps or bringing new services offers to market, choosing a name should be a deliberate and thoughtful decision-making process.

Reading Time: 2 minutes I have moments when this all feels surreal. Like watching a movie. Yet it is reality. I have lost all sense of time and space, mornings run into evenings, workdays blur into weekends. Yet the days of the week have not changed. I miss the commute when my brain has time to transition between home and work, yet I appreciate my body not being in constant motion. I feel grateful and blessed, yet sad and afraid all at once. I miss the comfort of structure and routine, yet I love the freedom of breaking from it.

Reading Time: < 1 minute In 2004, psychology and social computing professors John McCarthy and Peter Wright challenged us to think about “technology as an experience” rather than merely a product that is used. Never has this been more evident than during the past few months of worldwide lockdown. Getting food, educating children, working, keeping businesses afloat, and maintaining relationships with friends and family have only been possible by leveraging technology. Never have we been so vulnerable and dependent on technology to do everything.

Reading Time: < 1 minute Agonizing over having to lay off valued employees? Well, you may not need to. I thought I would share some creative ideas from our technology clients about what they are doing now that their sales pipeline has dried up, projects are being cancelled or delayed, and receivables are at risk. Before you start laying off your team, here are some ideas to consider:

Reading Time: 2 minutes Do you have kids? Worried that even though they are good kids, and you raised them well, there is a risk they could fall prey to the dangers of binge drinking and drug use when teens? As a parent of 3 teens (2 safely out of the woods 18&21 and 3rd 14), being on the other side, I am going to share with you what worked for us.

Reading Time: 3 minutes About Neural Impact’s Packaging and Pricing Strategy Workshop The demand for cloud services and offerings is disrupting the market. Yet, not many companies are changing their selling approach to meet the needs of Buyer 3.0. Neural Impact’s two-day workshop will allow you to take advantage of this new gap. You can immediately develop new pricing strategies that will boost your revenue margins! You will also learn how to connect with consumers on an internal, emotional level. This is regardless of your target industry.

Reading Time: 2 minutes In today’s online landscape, neuromarketing and neuroscience can largely boost your return on investment. Any firm or business must also take into consideration how the new buyer behaves and pays for products. Furthermore, the background of tech consumers is largely changing. Marketing efforts should adjust accordingly. Previously, before the spread of digitalization, customers used to purchase products in one lump-sum payment. While marketing campaigns took longer to prepare, a single sale covered most of the associated expenses. Moreover, a customer sales rep that knew how to utilize a sales script and deploy selling psychology proved to be a valuable asset.

Reading Time: 2 minutes The online landscape is changing the marketing world in three key ways. Consequently, a business that applies neuromarketing and neurology strategies witness better results. Just as importantly, firms can set themselves up for long-term success by understanding the new online consumer. Practical vs. Technical First of all, research shows that most online buyers are business executives. Their purchase and decision-making process is much different than chief information officers (CIOs) and IT professionals. Neuromarketing requires advertisers to adapt to this change.

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