Bill Ryan is the cofounder of Mandala, a branding and messaging services company. I sat down with Bill Ryan in his home in San Francisco to talk about how his business architects all the pieces of a company’s voice from branding to PR to messaging and to marketing.
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Here are some of the highlights from my interview with Bill Ryan:
Summary (Bill Ryan):
- Companies poorly communicate their story to those that need to hear it (e.g. analysts, bloggers, journalists, and customers)
- Nobody wrote a check because they thought your company was “interesting.” You need to get them to the point where they say, “cool.”
- You need to sell the problem or the opportunity before you sell your solution.
- The lenses for which you and your audience look at your company are completely different.
- You need to be out in front telling your company’s story before your audience does it for you, which may not be to your advantage.
- If you have a situation where there’s no market, then you need to evangelize the space, bring interest to it, and own it.
- Increase discoverability by getting to every point on the influence chain. The further back you get, the more powerful it is.
- The biggest complement you can pay to a writer is to demonstrate that you’ve read what they’ve written.
Read the entire article and listen to my interview with Bill Ryan [33:11 m].
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