My team, PwC’s The Difference, designs and facilitates large-group collaborative sessions aimed at solving complex problems. We scope the work before we begin with a sponsor team and then invite the right people to engage around a challenge and move forward, together, with speed and alignment. These sessions are conducted exclusively in person and are designed to be highly experiential. When the pandemic made holding such events impossible, we feared that our whole method of working would instantly be rendered obsolete. But we’ve discovered that many elements of the in-person work we were doing translate well to virtual collaboration — and are, in fact, vital to success in this new arena. In the last couple of months, we’ve tested, iterated, and delivered our work remotely in ways that were still effective and engaging. There are some important challenges to keep in mind and takeaways we learned along the way for
5 min read
Opinions expressed by Entrepreneur contributors are their own.
While having a great product or quality service is undeniably important, these aren’t necessarily the things that will win you loyal customers. More often than not, buyers are influenced by a brand’s ability to form emotional connections with them. In fact, Harvard Business School professor emeritus Gerald Zaltman says that 95 percent of our buying decisions occur in the subconscious, where they’re fueled by emotions, rather than “logical processes.”
The best way to foster an emotional connection that influences buyers is through your brand story, but if you want your that story to have any kind of power, you have to build it up right.
Focus on personal benefits
Brand stories should always focus on the person making the purchase. Even though B2B products and services are meant for an entire organization, it is important