Piet Baudoin

Every morning a man rides past the bakery and rings his bell twice. He never stops. The baker waves back with flour on her hands. Nobody would call that marketing, yet it is the oldest kind: someone who keeps coming back because the bread was good yesterday. The machines we are...

The best sales conversations have a disagreement in them

Picture a Tuesday afternoon. A shop owner asks: "Should we rebuild the website?"

The old sales script says yes. Nod, don't argue, close.

I think that script is the problem. Ask three questions instead. Why do you think so?...

Every morning a man rides past the bakery and rings his bell twice. He never stops. The baker waves back with flour on her hands. Nobody would call that marketing, yet it is the oldest kind: someone who keeps coming back because the bread was good yesterday. The machines we are...

Saturday morning in a side street off the canal, the cheese seller cuts a wedge of old Gouda, crumbs on the brown paper, sun on the scale, his thumb on the knife the way his father held it, and he says nothing about funnels or content calendars, only taste this, and the woman...