Beware the stories in our heads

Stories. Marketing is all about stories, or at least narrative. When done well, we organize the truth into a meaningful and impactful narrative… when done without integrity – or we’re not in touch with our value – we don’t really start with the truth… and that’s when marketing gives itself a bad name. But today’s […]

WealthSimple and Trudeau: bargain celebrity endorsement

Back in May, as robo-advisor WealthSimple passed the $1B AUM mark, PM Justin Trudeau took up their invitation and stopped by, making a few remarks. Nothing wildly out of the ordinary… a politician shining a light on an innovative startup success story. But here’s where it gets interesting: their latest online ad campaign puts Trudeau […]

Dan Pink’s six new elevator pitches

Dan Pink’s latest book – to Sell is Human – has a chapter on the elevator pitch, and particularly on 6 new and emerging forms of it. Which would actually work for retail investing clients (whether coming from fund companies or IAs)? Number 1: the Pixar pitch – also known as the story spine – […]