Welcome to our Blog. The New DSBlog replaces the Old DSBlog which you can still read by clicking on the link, or the button to the right.

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The Curse of Knowledge

Domain and subject matter experts (SME) have a problem that is reflected throughout their sales and marketing communications. It is a bias called the curse of knowledge that occurs when someone assumes that others have the same background and knowledge as them. This is very costly…
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Selling to Personas is a Big Mistake

Market to personas but sell to people. If you and/or your company are doing it the other way around, or conflating the two, that’s a big mistake, and heres why….
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The 4Fs - FUD, Friction, Failure, Firing

You may have heard of Form and Function from the Bauhaus movement.
There’s another movement - the 4F movement. Nothing to do with farming, I promise.

When companies miss plan, don’t make the number, and otherwise disappoint, the 4Fs will surely follow. The 4Fs are…
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