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Whatelse

Back in October of last year, we talked about the difference between "do you need help?" and "How Can I Help?" One elicits a yes/no response, while the other (in most cases) garners a response that is actionable, ex: "chop up these onions..." Regardless of what business you are in, we are all in the […]
   
March 18, 2022
2 min read
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Zone of Excellence vs Zone of Genius

A few weeks ago, we talked about thinking of the word "master" as a verb, not a noun. Today, let's build on that concept further as we discuss the pivotal difference between your "Zone of Excellence" and the "Zone of Genius" which could also be thought of as being an expert vs genius.
      
March 11, 2022
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Search, As A Service - Your Own Search Engine

At Captivation, we specialize in telling the unique stories of the brands and non-profits we work with.  Although we all tend to play in the same general sandboxes as our competitors, our clients have a unique approach, methodology, or process that sets them apart from the rest.  People come to them to solve problems in the […]
         
March 5, 2022
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Mastering the Verb, Not the Noun

When we consider what it takes to become a "master" of something, the tendency is to think of the process as having a destination that one ultimately arrives at.  What we have observed, however, is that true masters look at the road ahead of them as one that not only never ends, but one filled […]
   
February 26, 2022
1 min read
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The Gold in the Gold Rush

Whether we're talking about the California gold rush of the mid-1800s or the "digital gold rush" associated with creating the next Facebook or the next voice-activated search algorithm - there is allure in the potential for success, big money, and opportunity. In the case of the California gold rush, the biggest opportunity came in the form of businesses that far fewer were thinking about.  What Do I Mean?  Most people were focused on following the "herd" and taking their role as a miner - crouching by the riverside for hours […]
      
February 18, 2022
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What's Your WIIFM?

Can you communicate the "WIIFM" of your product or service to your target client/customer/donor? What is WIIFM WIIFM (pronounced "wif-em") stands for "What's in it for me"   This phrase is directly tied to the unique value proposition that accompanies each and every product, service or concept you offer. How to Write a WIIFM Statement Successfully formulating your "WIIFM" statements […]
   
February 11, 2022
2 min read
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