Chapter 8

Reaching New Customers

When you find a Tap that works it can be tempting to run it at full pelt. A smarter approach is to have a number of Taps generating a steady, and predictable, flow. This means that when one dries up, another can be adjusted. It also means that you have time to tweak your systems downstream to make sure you’re ready for what’s coming. A deluge of new business can seem like a nice problem to have. But, in an increasingly connected world, there’s nowhere to hide if you get a soaking. And, once spilled, water – like a person’s good opinion – is tough to recover.

Related articles from the blog

Here are the top three blog posts related to Chapter 8:

• Marketing messages are often meaningless. Scenarios almost always make sense.
• Is your content formatted for how your customers’ brains are wired?
• The Three Cs of what you do - Clarity, Consistency, Context

Related client case study...

Here's a client case study related to Chapter 8:

• Oyster IMS: Half our customers didn't know half the stuff we did