Why Values-Based Communication?

Consistent values-based communication. I believe everyone benefits when a mission-driven business or nonprofit focuses on words, messages, issues, and strategies that emphasize shared values. So when my 14-year old grandniece asked me “Why?” -- the question brought me up short.

Posted by Pat Heffernan on 10/10/19 11:45 AM

Reluctant Marketer: Why the triple bottom line norm?

It’s a scene I’ve lived over and over again. Deep into a positioning work session while I’m probing for what you believe distinguishes your triple bottom line company from others, you start to become uncomfortable. It’s as if you feel — this is not a conscious response I’m observing – it’s as if you feel viscerally that you will be dirtied just by contrasting the marketing claims of traditional competitors with what you are trying to do. Suddenly, a reluctant marketer appears. Why?

Posted by Pat Heffernan on 7/28/14 10:15 AM

People Don’t Buy What You Do – They Buy WHY You Do It


It happened again last week. The new product brief, chock full of features and detailed specifications, arrived in my box -- and there was no inkling of why anyone would want to buy this thing — of why it was being made. Why is the most important question in marketing communications. At the product level, hopefully, it's a relatively simple question to answer. But at the business level, you need to have a compelling answer if you wish to change the status quo. Why do you do what you do? Why does your organization exist? And why should anyone care?

Posted by Pat Heffernan on 10/7/10 10:20 AM