Do Your Customers Think You’re “the Best in the City”?
The other night, my wife asked if the doctor had called with my test results. I told her he hadn’t, but that if he wasn’t worried, I wouldn’t be either. After all, I said, “He’s the best in the city.” Her response was quick: “Everyone likes to think their doctor is...
Stop Writing for the People Who Already Know You
How to rethink content for buyers who don’t speak your language (yet). One of the most common mistakes we see industrial companies make is writing content for people who already understand their product, their market, and their acronyms. It’s natural. Internal teams...
When “High Quality” Stops Working: The Case for Proof Over Promises
Almost every industrial company uses the same language to describe themselves: high quality, reliable, and trusted. But here’s the hard truth: those words don’t mean anything unless you back them up. When I was in university, I had a marketing professor who made a...Material Impact Podcast with Justin Kennington, Former President of the SDVoE Alliance
How do you turn a breakthrough material or technology into industry-wide demand? In this episode of Material Impact, Justin Kennington, former President of the SDVoE Alliance, shares how he helped transform a small chip supplier into a movement that manufacturers couldn’t ignore. From building a marketing alliance to creating inbound pull from end users, Justin explains the frameworks, mistakes to avoid, and lessons any supplier can apply to move from selling products to shaping markets.