We hear about business-to-business (B2B) and business-to-consumer (B2B) communication. However, we should be thinking in terms of human to human. That’s the common tie, and our humanity is ultimately what speaks to us the most.

This is much of Felicia Sullivan’s goal in her career of building human brands and wielding the power of storytelling in business communications. Her brand strategy helps companies better connect with their consumers in an authentic way instead of pushing products.

This week she asserts how the power of understanding customers and how embracing our humanity - and its diversity - can not only strengthen a company, but the whole business landscape.

Topics covered in this episode:
- B2B and B2C marketing communication
- Corporate authenticity
- Purchasing with purpose
- Diversity and inclusion
- The myth of guaranteed results / MLMs

Takeaways from this episode:
- Working successfully with clients involves setting realistic expectations not only for them, but for yourself. Communicate boundaries and accessibility. Use your expertise rather than simply taking orders.
- Listen to your customers and gather their feedback - treat them as human, not as dollar signs.
- Brands that don’t connect or cultivate relationships with customers will lose them because they won’t feel heard and get the service they deserve.
- Showing up as your authentic self doesn’t mean you’re not professional - it means you allow yourself to show up as a human being. And when services are similar, people buy personality, not just competency.
- Be thoughtful about who you work with and which brands you’re supporting. Do you values align? Will they further your vision? Where you put your resources is a political act.
- The “Get rich quick like me” message inherent in many brands’ marketing is mired in privilege. Success is a confluence of luck, timing, access, opportunity and more.
- No skillset has guaranteed results embedded in them; you can only provide the tools and knowledge.

Resources mentioned in this episode:
https://www.linkedin.com/in/feliciacsullivan/
https://felsull.medium.com/
Felicia's books:
www.amazon.com/Felicia-C-Sullivan/e/B001JS30U4/ref=dp_byline_cont_pop_book_1
Can We Please Quit The “Get Rich Like Me, It’s Easy” Rhetoric?
https://medium.com/falling-into-freelancing/can-we-please-quit-the-get-rich-like-me-its-easy-rhetoric-ec33928c7985

To book a free strategy session with Jillian:
https://mariemae.com/consulting

To learn more about Marie Mae :
https://mariemae.com/

To learn more about The Good Office Podcast:
www.thegoodofficepodcast.com

Show notes and more resources:
https://thegoodofficepodcast.com/episodes/50