In this episode of the Thoughtful Entrepreneur, your host Josh Elledge speaks to the Co-Founder of Metaforce, Allen Adamson.

Metaforce, the marketing and brand consulting firm co-founded by Allan, is dedicated to helping clients tell their stories effectively. They work with B2B companies, both enterprise and small businesses, whose narratives are not sharp or memorable. Their mission is to help these companies craft a creative story that captures their audience's attention and makes them want to know more.

Allen emphasized the importance of storytelling and compelling communication in marketing. He pointed out that simply being aware of a product or company is insufficient to generate interest or engagement. Instead, businesses must convey a clear message about their product or service and how it can benefit their target audience.

One common mistake Allan highlighted is the tendency of marketers to prioritize awareness over message clarity. Many marketers jump straight to increasing awareness through platforms like TikTok or viral marketing without first defining and expressing their unique value proposition. Allen cautioned against this approach, as it often leads to forgettable advertisements that fail to resonate with consumers.

To overcome this challenge, Allen suggests businesses step out of their comfort zones and seek diverse perspectives. He encourages marketers to surround themselves with people who see the world differently and are unafraid to challenge their ideas. By doing so, businesses can gain fresh insights and avoid becoming complacent.

Allen also emphasized the need for continuous learning and adaptation in today's rapidly changing business landscape. He advises businesses to stay curious and slightly paranoid about the potential obsolescence of their offerings. Companies can stay ahead of the curve by constantly exploring new experiences, engaging with different people, and staying informed about industry trends.

Key Points from the Episode:

• Metaforce as a marketing and brand consulting firm that helps clients tell their story effectively
• Focus on helping clients define and communicate their story clearly and crisply
• Working with B2B companies, both enterprise and small businesses, to craft a captivating story
• Example of weak stories and how they can be transformed to be more compelling
• Importance of identifying the most compelling aspect of a product or service to grab audience attention
• Parallel between this approach and movie trailers
• Emphasis on storytelling and effective communication in marketing
• Caution against prioritizing awareness over message clarity

About Allen Adamson:

Allen Adamson is a renowned branding expert with a diverse background spanning various industries. With experience in consumer goods, technology, healthcare, financial services, hospitality, and entertainment, he excels in helping clients identify and capitalize on opportunities in their markets.

His latest book, "Seeing the How," published in May 2023, emphasizes the importance of the consumer experience as a competitive advantage in today's marketing landscape.

Adamson's extensive knowledge is rooted in his career on both the agency and client sides. He began at Unilever, gaining insights into consumer perspectives before moving to agencies like Ogilvy & Mather and Landor Associates, where he partnered with global brands. He also contributed to non-profit organizations such as the 9/11 Memorial and Museum.

As an educator, Adamson has served as an Adjunct Professor at New York University and Cornell University, sharing his expertise on brand challenges in a dynamic marketplace. He is a sought-after industry commentator, appearing on major news networks and contributing to prominent publications.

Co-founding Metaforce, a disruptive marketing consultancy, he offers clients multidisciplinary strategies to stay ahead of evolving customer needs. With degrees from Syracuse University and NYU Stern School of Business, Allen Adamson is a trusted authority in the world of branding.

About Metaforce:

Metaforce is a highly specialized consultancy designed to address business challenges with precision and expertise swiftly. Comprising a team of top-tier professionals spanning various domains, including strategy, branding, creative, digital, and marketing, Metaforce stands out for its unique composition of former CMOs, entrepreneurs, and agency experts.

The company's approach is efficient and results-oriented, assembling tailored teams for each project, eliminating unnecessary meetings and bureaucracy. This approach ensures a strategic focus and flawless execution, delivering the right solutions precisely when needed.

Metaforce's partners boast extensive experience with leading global corporations such as Amazon, American Express, Coca-Cola, Goldman Sachs, and Microsoft. With a commitment to cutting through complexity and delivering effective solutions promptly, Metaforce is a trusted resource for businesses seeking rapid and impactful outcomes.

Tweetable Moments:

07:49 - "Zoom out and don't start maybe selling your product by just telling about the product because they fit it into people's lives."

12:53 - "If you're not always curious and a little paranoid that what you've invented is going to be obsolete, you're going to get into trouble."

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Links Mentioned in this Episode:

Want to learn more? Check out Metaforce website at

https://www.metaforce.com/

Check out Metaforce on LinkedIn at

https://www.linkedin.com/company/metaforce-com/

Check out Metaforce on Twitter at

https://twitter.com/Metaforce5

Check out Allen Adamson on LinkedIn at

https://www.linkedin.com/in/allenadamson/

Check out Allen Adamson on Facebook at

https://www.facebook.com/SeeingtheHow

Check out Allen Adamson on Instagram at

https://www.instagram.com/allen.adamson/

Check out Allen Adamson on Twitter at

https://www.twitter.com/adamsona

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