He was fizzing with excitement: grinning and hopping from foot to foot. This was big news for our company, huge news for our industry and enormous news for the region. And he was about to step on stage and break the story in his conference presentation…

So, did I have to retrieve my boss from a clamouring crowd twenty minutes later? Keep our press officer in espresso for the next 48 hours? Nope, not a soul picked up on his words.

Why did our brilliant news fail to spark interest?

To turn your company’s greatness into a message that has customers grabbing the phone, you need to do three things… Continue reading →