“In a world of abundance, they don’t need you or your products and services. So how are you going to appeal to this increasingly discerning customer base? The answer is inject a spirit of generosity into your business, bring your people out from the shadows and humanize your organization, add value by publishing helpful and relevant ‘non-salesy’ information, but most of all, lead with your heart.”
Trevor Young makes a great point in a case study focused on content engagement. In a world full of pushy sales pitches and corporate noise, the best way to rise above all that is to show your customers authenticity through generosity—help your customers achieve their goals.