Rachel Jordan Rachel Jordan

What Problem Are We solving?

Marketing isn’t about the tactics. It isn’t about what we do next. It’s about what problem we’re solving — for the business and for the customer.

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Rachel Jordan Rachel Jordan

Your Experience is a Myth

We’re often told that experience is our best teacher. But, our experience is often a myth. To motivate buyers, we have to find the gap between the myths we’ve spun for ourselves…and the myths they’ve spun for themselves.

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Rachel Jordan Rachel Jordan

Urgency and Empathy

Whether you’re in service or software, you’re built to solve a problem for people who will pay to solve it and have chosen to pay you. You have to have a sense of urgency for solving that problem. And empathy for those people. Here’s why — and how the right CMO or CXO can help you do it.

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Rachel Jordan Rachel Jordan

Say the Obvious Thing

When you say (what seems to you) the obvious thing, you might find you’ve made connections no one else thought of. Sometimes saying the obvious thing builds connections between people because it’s the obvious thing to people like you who think things like that. So. Say the obvious thing. See what happens. Repeat.

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Rachel Jordan Rachel Jordan

In Favor of Looking Back

If we’re always looking at where we’ve been, we not only have no idea where we’re going. We’re likely to end up tumbling through with no direction. Sort of the mere mortal’s equivalent of the twisties.

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Rachel Jordan Rachel Jordan

Name the Problem

Whatever we do -- building a product, launching a new feature, crafting a campaign -- we need to name explicitly the problem we’re solving. And it has to be written down, clearly and simply, so everyone involved is reading off the same script.

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