First 100 days

Hat-tip to Seth Godin, for a really neat illustration of just what it means to transfer FMCG 'scarcity' thinking...to the B2B arena.

Here is the office of Creative Artists, the Hollywood talent agency which charges millions of dollars to make phone calls, negotiate contracts and have lunch with Studio directors. As Seth puts it: "They could just as easily do their jobs in some trailer park..."

He continues: "if you don't think tone of voice and storytelling matters when selling to business, take a second to check out their entire website (it won't take long)": Creative Artists Agency.

Story-telling and emotional selling is just as big a deal in b2b!