American Express has funding and Card solutions to help bring your best ideas to life and steady smiles to your customers’ faces.

\n","ctaURL","https://www.americanexpress.com/us/credit-cards/business/","^1S","Improve business, win customers","trackingId","?intlink=us-bti-inline-gettingcustomers-tailor-improvebiz","bannerID","getting-customers-inline","bannerCardImage","","bannerType","Inline Banner","modifiedDate","2019-04-30T13:54:14.336-07:00"],["^ ","^3O","https://icm.aexp-static.com/content/dam/contenthub/us/en/ach-images/2019/4/DisruptorAd-Image-1.png","^3P","Learn More","^3Q","

Follow your passion and we'll follow your lead, with Cards and funding to help you grow your business and your rewards. Terms Apply.

\n","^3R","https://www.americanexpress.com/us/credit-cards/business/","^1S","Pursue Your Company's Best Ideas","^3S","","^3T","pursue-your-company's-best-ideas","^3U","https://icm.aexp-static.com/content/dam/contenthub/us/en/ach-images/2019/4/gold_medal_disruptor.png","^3V","Disruptor Banner","^3W","2019-04-08T12:18:13.397-07:00"]],"indexOption","index,follow","newscredGuid",null,"keywords",[["^ ","key","/en-us/business/trends-and-insights/keywords/branding-2/","^3N","branding"],["^ ","key","/en-us/business/trends-and-insights/keywords/article/","^3N","article"],["^ ","key","/en-us/business/trends-and-insights/keywords/john-jantsch/","^3N","John Jantsch"],["^ ","key","/en-us/business/trends-and-insights/keywords/duct-tape-marketing/","^3N","Duct Tape Marketing"]],"author",["^ ","authorId","john_jantsch","email","john@ducttapemarketing.com","jobTitle","Founder","^1U","John Jantsch","bio","John Jantsch has been called the World’s Most Practical Small Business Expert for consistently delivering real-world, proven small business marketing ideas and strategies.\nJohn Jantsch is a marketing consultant, speaker and best selling author Duct Tape Marketing, Duct Tape Selling, The Commitment Engine and The Referral Engine.\n\nHe is the creator of the Duct Tape Marketing System and Duct Tape Marketing Consulting Network that trains and licenses small business marketing consultants around the world.\n\nHe frequently consults with small and mid-sized businesses helping them create marketing plans and organized marketing systems that smooth the way for steady growth.\n\nHis blog was chosen as a Forbes favorite for marketing and small business and his podcast, a top ten marketing show on iTunes, was called a “must listen” by Fast Company magazine.\n\nHuffington Post calls him one of the top 100 “Must Follow” on Twitter and Forbes named Duct Tape Marketing one of the 100 Best Websites for Entrepreneurs.\n\nHe is the featured marketing contributor to American Express OPENForum and is a popular presenter of workshop and webinars for organizations such as American Express, Intuit, Verizon, HP, and Citrix.\n\nHis practical take on small business is often cited as a resource in publications such as the Wall St. Journal, New York Times, and CNNMoney.","company","Duct Tape Marketing Consultant, LLC","avatar","https://media.licdn.com/mpr/mprx/0_oLg_hdervxELzk1Je30yhEjKB4a6c3iJHGWphER3ejVcH5qMQiS7mo7fMnm4N6GzI6xgfDdHtmC4","authorUrl","/en-us/business/trends-and-insights/authors/john_jantsch"],"tileImage",null,"breadcrumbs",[["^ ","key","/en-us/business/trends-and-insights/","^3N","Trends and Insights"],["^ ","key","/en-us/business/trends-and-insights/topics/getting-customers/","^3N","Getting Customers"],["^ ","key","/en-us/business/trends-and-insights/topics/marketing-and-sales/","^3N","Marketing & Sales"],["^ ","key","/en-us/business/trends-and-insights/topics/branding/","^3N","Branding"]],"teaser","The word \"technology\" is in quotes because I want to expand your view of how it’s used. Businesses that get talked about do something differ","metaTitle","What’s Your Killer “Technology”?","contentId","whats-your-killer-technology-1","metaDescription","","pullquote","","title","What’s Your Killer “Technology”?","content","

The word \"technology\" is in quotes because I want to expand your view of how it’s used. Businesses that get talked about do something different from other businesses. Being different is such an essential ingredient in marketing a small business.

You must also work, however, to bring that difference to the forefront of all marketing communications by developing tools that promote your point of view and your core difference.

It’s not enough to say that you’re different; you’ve also got to develop tools and materials that illustrate that difference. So in that vein, your technology could be a seven-step approach, a discovery audit, an actual technological product advancement, a coaching process, a set of tools, or proprietary software.

The key is to capture what it is that you do that’s unique and valuable and expand it into something that you can build a great deal of your educational content platform around. Think of this as your organization’s signature tool.

When I created the Duct Tape Marketing System, I knew that one of my objectives was to make marketing simple while also getting business owners to understand the essential elements.

Want more from John Jantsch? Check out these stories:

We boiled our entire process down to seven steps and created a white paper and presentation called “The Seven Steps to Small Business Marketing Success.” That title has been downloaded hundreds of thousands of times, been presented to tens of thousands of small business owners in person live and online, and acts as the central lead-conversion presentation for Duct Tape Marketing Consultants around the world.

The seven steps comprise our killer \"technology\" and are central to our core message of simple, effective, and affordable small-business marketing. Each of the steps of course can be expanded to fill up the space of a stand-alone white paper or presentation as well, making this technology a dynamic and flexible source of content that is a significant element of our brand.

Every business needs to create or capture their simple strategy, differentiator or process that allows them to communicate their unique difference in thirty seconds or less. But once you’ve gained attention, you also need a tool that allows you to expand the workings of your killer technology in more detailed terms.

You need to be able to effectively expand your thirty-second version to a thirty-minute one that you might give as a sales presentation or use as the basis for an educational workshop.

Then you can create multiple versions on the same theme to keep it interesting and varied for different audiences. For instance, you can have the “7 Steps to Get a Result You Want” version and then the “7 Things You Must Avoid to Get a Result You Want” version.

In my experience it’s the businesses that take the time and effort to document their unique approach that are seen as a more credible experts on whatever topic they are addressing; are able to more easily explain their unique approaches; and can open up more channels to spread their message through speaking, cobranding and joint ventures.

John Jantsch is a marketing consultant and author of Duct Tape Marketing and The Referral Engine.

American Express has funding and Card solutions to help bring your best ideas to life and steady smiles to your customers’ faces.

\n","^3R","https://www.americanexpress.com/us/credit-cards/business/","^1S","Improve business, win customers","^3S","?intlink=us-bti-inline-gettingcustomers-tailor-improvebiz","^3T","getting-customers-inline","^3U","","^3V","Inline Banner","^3W","2019-04-30T13:54:14.336-07:00"],["^ ","^3O","https://icm.aexp-static.com/content/dam/contenthub/us/en/ach-images/2019/4/DisruptorAd-Image-1.png","^3P","Learn More","^3Q","

Follow your passion and we'll follow your lead, with Cards and funding to help you grow your business and your rewards. Terms Apply.

\n","^3R","https://www.americanexpress.com/us/credit-cards/business/","^1S","Pursue Your Company's Best Ideas","^3S","","^3T","pursue-your-company's-best-ideas","^3U","https://icm.aexp-static.com/content/dam/contenthub/us/en/ach-images/2019/4/gold_medal_disruptor.png","^3V","Disruptor Banner","^3W","2019-04-08T12:18:13.397-07:00"]],"indexOption","index,follow","newscredGuid",null,"keywords",[["^ ","key","/en-us/business/trends-and-insights/keywords/branding-2/","^3N","branding"],["^ ","key","/en-us/business/trends-and-insights/keywords/article/","^3N","article"],["^ ","key","/en-us/business/trends-and-insights/keywords/john-jantsch/","^3N","John Jantsch"],["^ ","key","/en-us/business/trends-and-insights/keywords/duct-tape-marketing/","^3N","Duct Tape Marketing"]],"author",["^ ","^3X","john_jantsch","^3Y","john@ducttapemarketing.com","^3Z","Founder","^1U","John Jantsch","bio","John Jantsch has been called the World’s Most Practical Small Business Expert for consistently delivering real-world, proven small business marketing ideas and strategies.\nJohn Jantsch is a marketing consultant, speaker and best selling author Duct Tape Marketing, Duct Tape Selling, The Commitment Engine and The Referral Engine.\n\nHe is the creator of the Duct Tape Marketing System and Duct Tape Marketing Consulting Network that trains and licenses small business marketing consultants around the world.\n\nHe frequently consults with small and mid-sized businesses helping them create marketing plans and organized marketing systems that smooth the way for steady growth.\n\nHis blog was chosen as a Forbes favorite for marketing and small business and his podcast, a top ten marketing show on iTunes, was called a “must listen” by Fast Company magazine.\n\nHuffington Post calls him one of the top 100 “Must Follow” on Twitter and Forbes named Duct Tape Marketing one of the 100 Best Websites for Entrepreneurs.\n\nHe is the featured marketing contributor to American Express OPENForum and is a popular presenter of workshop and webinars for organizations such as American Express, Intuit, Verizon, HP, and Citrix.\n\nHis practical take on small business is often cited as a resource in publications such as the Wall St. Journal, New York Times, and CNNMoney.","^3[","Duct Tape Marketing Consultant, LLC","^40","https://media.licdn.com/mpr/mprx/0_oLg_hdervxELzk1Je30yhEjKB4a6c3iJHGWphER3ejVcH5qMQiS7mo7fMnm4N6GzI6xgfDdHtmC4","^41","/en-us/business/trends-and-insights/authors/john_jantsch"],"tileImage",null,"breadcrumbs",[["^ ","key","/en-us/business/trends-and-insights/","^3N","Trends and Insights"],["^ ","key","/en-us/business/trends-and-insights/topics/getting-customers/","^3N","Getting Customers"],["^ ","key","/en-us/business/trends-and-insights/topics/marketing-and-sales/","^3N","Marketing & Sales"],["^ ","key","/en-us/business/trends-and-insights/topics/branding/","^3N","Branding"]],"teaser","The word \"technology\" is in quotes because I want to expand your view of how it’s used. Businesses that get talked about do something differ","metaTitle","What’s Your Killer “Technology”?","contentId","whats-your-killer-technology-1","metaDescription","","pullquote","","title","What’s Your Killer “Technology”?","content","

You must also work, however, to bring that difference to the forefront of all marketing communications by developing tools that promote your point of view and your core difference.

When I created the Duct Tape Marketing System, I knew that one of my objectives was to make marketing simple while also getting business owners to understand the essential elements.

Want more from John Jantsch? Check out these stories:

You need to be able to effectively expand your thirty-second version to a thirty-minute one that you might give as a sales presentation or use as the basis for an educational workshop.

John Jantsch is a marketing consultant and author of Duct Tape Marketing and The Referral Engine.

","hasLeadForm",false,"digDeeper",[["^ ","key","/en-us/business/trends-and-insights/topics/marketing-and-sales/","^3N","Marketing & Sales"],["^ ","key","/en-us/business/trends-and-insights/topics/branding/","^3N","Branding"],["^ ","key","/en-us/business/trends-and-insights/keywords/branding-2/","^3N","branding"],["^ ","key","/en-us/business/trends-and-insights/keywords/article/","^3N","article"],["^ ","key","/en-us/business/trends-and-insights/keywords/duct-tape-marketing/","^3N","Duct Tape Marketing"],["^ ","key","/en-us/business/trends-and-insights/topics/getting-customers/","^3N","Getting Customers"]],"industries",[],"publishDate","2010-12-21T14:45:41.000-05:00","timeToread",10,"designatedTopic",["^ ","key","contenthub:openforum-topic/getting-customers/marketing-and-sales/branding","^3N","Branding"],"attribution",""]]]],"collections",["^1",[]],"loading",["^1",[]],"isCreating",false,"updating",["^1",[]],"destroying",["^1",[]]]]]],"nav",["^1",["hasNavData",true,"didMergeNavData",true,"allNavData",["^ ","content",[["^ ","type","logo","imageUrl",["^ ","mobile","https://icm.aexp-static.com/Internet/Acquisition/US_en/AppContent/OneSite/open/nav/open_logo_mobile.png","desktop","https://icm.aexp-static.com/Internet/Acquisition/US_en/AppContent/OneSite/open/nav/open_logo_desktop.png"],"imgAlt","DON'T do business WITHOUT IT","url","https://www.americanexpress.com/us/credit-cards/business?intlink=bti-global-header-dontdobizwithoutit"],["^ ","^43","dropdownGroup","^42",[["^ ","^43","dropdown","header","Small to Mid-Sized Businesses","dtmTag",["^ ","eventAction","Click","eventAsset","SubNav-SmallToMidSizedBusinesses"],"^42",[["^ ","^48","Cards","^42",[["^ ","imageName","dls-icon-cards","^48","View All Business Cards","url","https://www.americanexpress.com/us/credit-cards/business/business-credit-cards","^49",["^ ","^43","linknav","tag","SubNav-SmallToMidSizedBusinesses-Cards-ViewAllBusinessCards"]],["^ ","^48","Most Popular Cards","url","https://www.americanexpress.com/us/credit-cards/business/business-credit-cards/compare-credit-cards/best-business-credit-cards","^49",["^ ","^43","linknav","tag","SubNav-SmallToMidSizedBusinesses-Cards-MostPopularCards"]],["^ ","^48","Travel Rewards Cards","url","https://www.americanexpress.com/us/credit-cards/business/business-credit-cards/compare-credit-cards/compare-travel-rewards-credit-cards","^49",["^ ","^43","linknav","tag","SubNav-SmallToMidSizedBusinesses-Cards-TravelRewardsCards"]],["^ ","^48","No Annual Fee Cards","url","https://www.americanexpress.com/us/credit-cards/business/business-credit-cards/compare-credit-cards/compare-no-annual-fee-credit-cards","^49",["^ ","^43","linknav","tag","SubNav-SmallToMidSizedBusinesses-Cards-NoAnnualFeeCards"]],["^ ","^4<","dls-icon-offers-desktop","^48","View All Corporate Card Programs","url","https://www.americanexpress.com/us/credit-cards/business/corporate-credit-cards","^49",["^ ","^43","linknav","tag","SubNav-SmallToMidSizedBusinesses-Cards-ViewAllCorporateCardPrograms"]]]],["^ ","^48","Business Funding","^42",[["^ ","^4<","dls-icon-bank","^48","Business Loans","description","Access growth capital on flexible terms","url","https://www.americanexpress.com/us/business-loans","^49",["^ ","^43","intlink","tag","SubNav-SmallToMidSizedBusinesses-BusinessFunding-BusinessLoans"]],["^ ","^4<","dls-icon-payment-due","^48","Working Capital Terms","^4=","Smooth cash flow: We pay vendors now, you pay us later","url","https://www.americanexpress.com/us/business/financing/working-capital-terms/index.html","^49",["^ ","^43","intlink","tag","SubNav-SmallToMidSizedBusinesses-BusinessFunding-WorkingCapitalTerms"]],["^ ","^4<","dls-icon-cashback","^48","Merchant Financing","^4=","Fixed-fee, no-interest business loans","url","https://merchantfinancing.americanexpress.com/merchantfinancing/index.htm","^49",["^ ","^43","intlink","tag","SubNav-SmallToMidSizedBusinesses-BusinessFunding-MerchantFinancing"]],["^ ","^4<","dls-icon-business","^48","View All Funding Options","url","https://www.americanexpress.com/us/small-business/business-financing","^49",["^ ","^43","intlink","tag","SubNav-SmallToMidSizedBusinesses-BusinessFunding-ViewAllFundingOptions"]]]],["^ ","^48","Payment Solutions","^42",[["^ ","^4<","dls-icon-world","^48","FX International Payments","^4=","Streamline global payments to expand worldwide","url","https://www.americanexpress.com/us/content/foreign-exchange/international-payments","^49",["^ ","^43","intlink","tag","SubNav-SmallToMidSizedBusinesses-PaymentSolutions-FxInternationalPayments"]],["^ ","^4<","dls-icon-laptop","^48","vPayment","^4=","Improve transaction controls & payment efficiency","url","https://business.americanexpress.com/us/payment-solutions/vpayment","^49",["^ ","^43","intlink","tag","SubNav-SmallToMidSizedBusinesses-PaymentSolutions-VPayment"]]]]]],["^ ","^43","dropdown","^48","Large Businesses","^49",["^ ","^4:","Click","^4;","SubNav-LargeBusinesses"],"^42",[["^ ","^48","Cards","^42",[["^ ","^4<","dls-icon-cards","^48","View All Corporate Card Programs","url","https://www.americanexpress.com/us/credit-cards/business/corporate-credit-cards","^49",["^ ","^43","linknav","tag","SubNav-LargeBusinesses-Cards-ViewAllCorporateCardPrograms"]]]],["^ ","^48","Merchant Financing","^42",[["^ ","^4<","dls-icon-bank","^48","Merchant Financing","^4=","Fixed-fee, no-interest business loans","url","https://merchantfinancing.americanexpress.com/merchantfinancing/index.htm","^49",["^ ","^43","intlink","tag","SubNav-LargeBusinesses-MerchantFinancing-MerchantFinancing"]]]],["^ ","^48","Payment Solutions","^42",[["^ ","^4<","dls-icon-card-swipe","^48","Supplier Payment Solutions","^4=","Efficiently manage supplier & travel expenses online","url","https://business.americanexpress.com/us/payment-solutions","^49",["^ ","^43","intlink","tag","SubNav-LargeBusinesses-PaymentSolutions-SupplierPaymentSolutions"]],["^ ","^4<","dls-icon-receipt","^48","Employee Expense Management","^4=","Manage expenses to lower costs, improve cash flow","url","https://business.americanexpress.com/us/manage-corporate-account/expense-reporting","^49",["^ ","^43","linknav","tag","SubNav-LargeBusinesses-PaymentSolutions-EmployeeExpenseManagement"]],["^ ","^4<","dls-icon-dollar","^48","FX International Payments","^4=","Streamline global payments to expand worldwide","url","https://www.americanexpress.com/us/content/foreign-exchange/international-payments","^49",["^ ","^43","intlink","tag","SubNav-LargeBusinesses-PaymentSolutions-FxInternationalPayments"]]]]]],["^ ","^43","dropdown","^48","Trends & Insights","^42",[["^ ","^42",[["^ ","^48","Trends & Insights","^4=","Insights and Inspiration to Grow Your Business","url","/en-us/business/trends-and-insights?linknav=bti-nav-head-trendsandinsightsmenu-trendsandsinsights"]]],["^ ","^42",[["^ ","^48","Managing Money","url","/en-us/business/trends-and-insights/topics/managing-money?linknav=bti-nav-head-trendsandinsightsmenu-managingmoney-seeall","^42",[["^ ","^48","Cash Flow","url","/en-us/business/trends-and-insights/topics/cash-flow?linknav=bti-nav-head-trendsandinsightsmenu-managingmoney-cashflow-seeall"],["^ ","^48","Financing","url","/en-us/business/trends-and-insights/topics/financing?linknav=bti-nav-head-trendsandinsightsmenu-managingmoney-financing-seeall"],["^ ","^48","Taxes","url","/en-us/business/trends-and-insights/topics/taxes-money?linknav=bti-nav-head-trendsandinsightsmenu-managingmoney-taxesmoney-seeall"]]]]],["^ ","^42",[["^ ","^48","Getting Customers","url","/en-us/business/trends-and-insights/topics/getting-customers?linknav=bti-nav-head-trendsandinsightsmenu-gettingcustomers-seeall","^42",[["^ ","^48","Marketing & Sales","url","/en-us/business/trends-and-insights/topics/marketing-and-sales?linknav=bti-nav-head-trendsandinsightsmenu-gettingcustomers-marketingandsales-seeall"],["^ ","^48","Customer Relations","url","/en-us/business/trends-and-insights/topics/customer-relations?linknav=bti-nav-head-trendsandinsightsmenu-gettingcustomers-customerrelations-seeall"],["^ ","^48","Digital Tools","url","/en-us/business/trends-and-insights/topics/digital-tools?linknav=bti-nav-head-trendsandinsightsmenu-gettingcustomers-digitaltools-seeall"],["^ ","^48","Social Media Strategy","url","/en-us/business/trends-and-insights/topics/social-media-strategy?linknav=bti-nav-head-trendsandinsightsmenu-gettingcustomers-socialmediastrategy-seeall"]]]]],["^ ","^42",[["^ ","^48","Building Your Team","url","/en-us/business/trends-and-insights/topics/building-your-team?linknav=bti-nav-head-trendsandinsightsmenu-buildingyourteam-seeall","^42",[["^ ","^48","Hiring & HR","url","/en-us/business/trends-and-insights/topics/hiring-and-hr?linknav=bti-nav-head-trendsandinsightsmenu-buildingyourteam-hiringandhr-seeall"],["^ ","^48","Company Culture","url","/en-us/business/trends-and-insights/topics/company-culture?linknav=bti-nav-head-trendsandinsightsmenu-buildingyourteam-companyculture-seeall"],["^ ","^48","Leadership","url","/en-us/business/trends-and-insights/topics/leadership?linknav=bti-nav-head-trendsandinsightsmenu-buildingyourteam-leadership-seeall"],["^ ","^48","Productivity","url","/en-us/business/trends-and-insights/topics/productivity?linknav=bti-nav-head-trendsandinsightsmenu-buildingyourteam-productivity-seeall"]]]]],["^ ","^42",[["^ ","^48","Planning for Growth","url","/en-us/business/trends-and-insights/topics/planning-for-growth?linknav=bti-nav-head-trendsandinsightsmenu-planningforgrowth-seeall","^42",[["^ ","^48","Strategy","url","/en-us/business/trends-and-insights/topics/strategy?linknav=bti-nav-head-trendsandinsightsmenu-planningforgrowth-strategy-seeall"],["^ ","^48","Growth Opportunities","url","/en-us/business/trends-and-insights/topics/growth-opportunities?linknav=bti-nav-head-trendsandinsightsmenu-planningforgrowth-growthopportunities-seeall"],["^ ","^48","Research","url","/en-us/business/trends-and-insights/topics/research?linknav=bti-nav-head-trendsandinsightsmenu-planningforgrowth-research-seeall"],["^ ","^48","Operations","url","/en-us/business/trends-and-insights/topics/operations?linknav=bti-nav-head-trendsandinsightsmenu-planningforgrowth-operations-seeall"]]]]]]],["^ ","^48","Find a Solution","url","https://business.americanexpress.com/us/business-quiz","^49",["^ ","^43","intlink","tag","SubNav-FindASolution"]]]]]]]]]],"axp-root",["^1",["resources",["^1",["navigation",["^1",["items",["^1",["975135b58c17fb69f9a6a3813c99b47f25a950d7",["^1",["navName","Managing Money","navLink","/en-us/business/trends-and-insights/topics/managing-money","navItems",["^5",[["^1",["navName","Cash Flow","navLink","/en-us/business/trends-and-insights/topics/cash-flow","navItems",["^5",[["^1",["navName","Accounting","navLink","/en-us/business/trends-and-insights/topics/accounting","navItems",null]],["^1",["navName","Accounts Receivable Payable","navLink","/en-us/business/trends-and-insights/topics/accounts-receivablepayable","navItems",null]],["^1",["navName","Critical Numbers","navLink","/en-us/business/trends-and-insights/topics/critical-numbers","navItems",null]],["^1",["navName","ROI","navLink","/en-us/business/trends-and-insights/topics/roi","navItems",null]],["^1",["navName","Saving Money","navLink","/en-us/business/trends-and-insights/topics/saving-money","navItems",null]]]]]],["^1",["navName","Financing","navLink","/en-us/business/trends-and-insights/topics/financing","navItems",["^5",[["^1",["navName","Alternative Financing","navLink","/en-us/business/trends-and-insights/topics/alternative-financing","navItems",null]],["^1",["navName","Credit-Card Financing","navLink","/en-us/business/trends-and-insights/topics/credit-card-financing","navItems",null]],["^1",["navName","Loans","navLink","/en-us/business/trends-and-insights/topics/loans","navItems",null]],["^1",["navName","Raising Capital","navLink","/en-us/business/trends-and-insights/topics/raising-capital","navItems",null]],["^1",["navName","Self Financing","navLink","/en-us/business/trends-and-insights/topics/self-financing","navItems",null]],["^1",["navName","Short-Term Financing","navLink","/en-us/business/trends-and-insights/topics/short-term-financing","navItems",null]],["^1",["navName","Venture Capital","navLink","/en-us/business/trends-and-insights/topics/venture-capital","navItems",null]]]]]],["^1",["navName","Taxes","navLink","/en-us/business/trends-and-insights/topics/taxes-money","navItems",["^5",[["^1",["navName","Tax Deductions","navLink","/en-us/business/trends-and-insights/topics/tax-deductions","navItems",null]],["^1",["navName","Tax Preparation","navLink","/en-us/business/trends-and-insights/topics/tax-preparation","navItems",null]]]]]]]]]],"af67622868e4dc5ed835b32fdf5ca0d2533ae9a1",["^1",["navName","Getting Customers","navLink","/en-us/business/trends-and-insights/topics/getting-customers","navItems",["^5",[["^1",["navName","Marketing & Sales","navLink","/en-us/business/trends-and-insights/topics/marketing-and-sales","navItems",["^5",[["^1",["navName","Advertising","navLink","/en-us/business/trends-and-insights/topics/advertising","navItems",null]],["^1",["navName","Branding","navLink","/en-us/business/trends-and-insights/topics/branding","navItems",null]],["^1",["navName","Content Marketing","navLink","/en-us/business/trends-and-insights/topics/content-marketing","navItems",null]],["^1",["navName","Email Marketing","navLink","/en-us/business/trends-and-insights/topics/email-marketing","navItems",null]],["^1",["navName","Events","navLink","/en-us/business/trends-and-insights/topics/events","navItems",null]],["^1",["navName","Making a Sale","navLink","/en-us/business/trends-and-insights/topics/making-a-sale","navItems",null]],["^1",["navName","Negotiations","navLink","/en-us/business/trends-and-insights/topics/negotiations","navItems",null]],["^1",["navName","PR","navLink","/en-us/business/trends-and-insights/topics/pr","navItems",null]],["^1",["navName","Sales Pitches","navLink","/en-us/business/trends-and-insights/topics/sales-pitches","navItems",null]]]]]],["^1",["navName","Customer Relations","navLink","/en-us/business/trends-and-insights/topics/customer-relations","navItems",["^5",[["^1",["navName","Customer Engagement","navLink","/en-us/business/trends-and-insights/topics/customer-engagement","navItems",null]],["^1",["navName","Customer Feedback","navLink","/en-us/business/trends-and-insights/topics/customer-feedback","navItems",null]],["^1",["navName","Finding New Customers","navLink","/en-us/business/trends-and-insights/topics/finding-new-customers","navItems",null]]]]]],["^1",["navName","Digital Tools","navLink","/en-us/business/trends-and-insights/topics/digital-tools","navItems",["^5",[["^1",["navName","Cybersecurity","navLink","/en-us/business/trends-and-insights/topics/cybersecurity","navItems",null]],["^1",["navName","E-Commerce","navLink","/en-us/business/trends-and-insights/topics/e-commerce","navItems",null]],["^1",["navName","Mobile","navLink","/en-us/business/trends-and-insights/topics/mobile-technology","navItems",null]],["^1",["navName","SEO","navLink","/en-us/business/trends-and-insights/topics/seo","navItems",null]],["^1",["navName","Websites","navLink","/en-us/business/trends-and-insights/topics/websites","navItems",null]]]]]],["^1",["navName","Social Media Strategy","navLink","/en-us/business/trends-and-insights/topics/social-media-strategy","navItems",["^5",[["^1",["navName","Facebook","navLink","/en-us/business/trends-and-insights/topics/facebook","navItems",null]],["^1",["navName","Google+","navLink","/en-us/business/trends-and-insights/topics/google","navItems",null]],["^1",["navName","Instagram","navLink","/en-us/business/trends-and-insights/topics/instagram","navItems",null]],["^1",["navName","LinkedIn","navLink","/en-us/business/trends-and-insights/topics/linkedin","navItems",null]],["^1",["navName","Pinterest","navLink","/en-us/business/trends-and-insights/topics/pinterest","navItems",null]],["^1",["navName","Twitter","navLink","/en-us/business/trends-and-insights/topics/twitter","navItems",null]]]]]]]]]],"d0a677aea92b66cb40e72f8d30325fd3e864c12c",["^1",["navName","Building Your Team","navLink","/en-us/business/trends-and-insights/topics/building-your-team","navItems",["^5",[["^1",["navName","Hiring & HR","navLink","/en-us/business/trends-and-insights/topics/hiring-and-hr","navItems",["^5",[["^1",["navName","Benefits","navLink","/en-us/business/trends-and-insights/topics/benefits","navItems",null]],["^1",["navName","Compensation","navLink","/en-us/business/trends-and-insights/topics/compensation","navItems",null]],["^1",["navName","Firing","navLink","/en-us/business/trends-and-insights/topics/firing","navItems",null]],["^1",["navName","Healthcare","navLink","/en-us/business/trends-and-insights/topics/healthcare","navItems",null]],["^1",["navName","HR","navLink","/en-us/business/trends-and-insights/topics/hr","navItems",null]],["^1",["navName","Interviewing","navLink","/en-us/business/trends-and-insights/topics/interviewing","navItems",null]],["^1",["navName","Outsourcing","navLink","/en-us/business/trends-and-insights/topics/outsourcing","navItems",null]],["^1",["navName","Recruiting","navLink","/en-us/business/trends-and-insights/topics/recruiting","navItems",null]],["^1",["navName","Team Structure","navLink","/en-us/business/trends-and-insights/topics/team-structure","navItems",null]]]]]],["^1",["navName","Company Culture","navLink","/en-us/business/trends-and-insights/topics/company-culture","navItems",["^5",[["^1",["navName","Employee Retention","navLink","/en-us/business/trends-and-insights/topics/employee-retention","navItems",null]],["^1",["navName","Team-Building Activities","navLink","/en-us/business/trends-and-insights/topics/team-building-activities","navItems",null]],["^1",["navName","Work-Life Balance","navLink","/en-us/business/trends-and-insights/topics/work-life-balance","navItems",null]]]]]],["^1",["navName","Leadership","navLink","/en-us/business/trends-and-insights/topics/leadership","navItems",["^5",[["^1",["navName","Leadership Skills","navLink","/en-us/business/trends-and-insights/topics/leadership-skills","navItems",null]],["^1",["navName","Mentoring","navLink","/en-us/business/trends-and-insights/topics/mentoring","navItems",null]],["^1",["navName","Motivating Employees","navLink","/en-us/business/trends-and-insights/topics/motivating-employees","navItems",null]],["^1",["navName","Networking","navLink","/en-us/business/trends-and-insights/topics/networking","navItems",null]],["^1",["navName","Presenting","navLink","/en-us/business/trends-and-insights/topics/presenting","navItems",null]]]]]],["^1",["navName","Productivity","navLink","/en-us/business/trends-and-insights/topics/productivity","navItems",["^5",[["^1",["navName","Organizational Productivity","navLink","/en-us/business/trends-and-insights/topics/organizational-productivity","navItems",null]],["^1",["navName","Personal Productivity","navLink","/en-us/business/trends-and-insights/topics/personal-productivity","navItems",null]]]]]]]]]],"b5547d13da3318a7a97811a8f91398a01ab1173c",["^1",["navName","Planning for Growth","navLink","/en-us/business/trends-and-insights/topics/planning-for-growth","navItems",["^5",[["^1",["navName","Strategy","navLink","/en-us/business/trends-and-insights/topics/strategy","navItems",["^5",[["^1",["navName","Brainstorming","navLink","/en-us/business/trends-and-insights/topics/brainstorming","navItems",null]],["^1",["navName","Business Plan","navLink","/en-us/business/trends-and-insights/topics/business-plan","navItems",null]],["^1",["navName","Pivoting","navLink","/en-us/business/trends-and-insights/topics/pivoting","navItems",null]],["^1",["navName","Product Development","navLink","/en-us/business/trends-and-insights/topics/product-development","navItems",null]]]]]],["^1",["navName","Growth Opportunities","navLink","/en-us/business/trends-and-insights/topics/growth-opportunities","navItems",["^5",[["^1",["navName","Business Expansion","navLink","/en-us/business/trends-and-insights/topics/business-expansion","navItems",null]],["^1",["navName","Franchising","navLink","/en-us/business/trends-and-insights/topics/franchising","navItems",null]],["^1",["navName","Importing & Exporting","navLink","/en-us/business/trends-and-insights/topics/importing-and-exporting","navItems",null]],["^1",["navName","Innovation","navLink","/en-us/business/trends-and-insights/topics/innovation","navItems",null]],["^1",["navName","Partnerships","navLink","/en-us/business/trends-and-insights/topics/partnerships","navItems",null]]]]]],["^1",["navName","Research","navLink","/en-us/business/trends-and-insights/topics/research","navItems",["^5",[["^1",["navName","Competitive Research","navLink","/en-us/business/trends-and-insights/topics/competitive-research","navItems",null]],["^1",["navName","Customer Research","navLink","/en-us/business/trends-and-insights/topics/customer-research","navItems",null]],["^1",["navName","Industry Trends","navLink","/en-us/business/trends-and-insights/topics/industry-trends","navItems",null]],["^1",["navName","Market Research","navLink","/en-us/business/trends-and-insights/topics/market-research","navItems",null]]]]]],["^1",["navName","Operations","navLink","/en-us/business/trends-and-insights/topics/operations","navItems",["^5",[["^1",["navName","Insurance","navLink","/en-us/business/trends-and-insights/topics/insurance","navItems",null]],["^1",["navName","Legal","navLink","/en-us/business/trends-and-insights/topics/legal","navItems",null]],["^1",["navName","Licenses & Patents","navLink","/en-us/business/trends-and-insights/topics/licenses-and-patents","navItems",null]],["^1",["navName","Risk Assessment","navLink","/en-us/business/trends-and-insights/topics/risk-assessment","navItems",null]]]]]]]]]]]],"collections",["^1",["323217f643c3e3f1fe7532e72ac01bb0748c97be",["^1",["323217f643c3e3f1fe7532e72ac01bb0748c97be",["^1",["associatedIds",["^5",["975135b58c17fb69f9a6a3813c99b47f25a950d7","af67622868e4dc5ed835b32fdf5ca0d2533ae9a1","d0a677aea92b66cb40e72f8d30325fd3e864c12c","b5547d13da3318a7a97811a8f91398a01ab1173c"]]]]]]]],"loading",["^1",[]],"isCreating",false,"updating",["^1",[]],"destroying",["^1",[]]]],"content",["^1",["items",["^1",["7c797c52e0d4db41d840ad6f429751ea87b9bd1b",["^1",["heroImage","https://icm.aexp-static.com/content/dam/contenthub/us/en/images/marketing-032913.jpg","specialKeywords",[],"topics",[["^ ","key","/en-us/business/trends-and-insights/topics/branding/","^3N","Branding"],["^ ","key","/en-us/business/trends-and-insights/topics/getting-customers/","^3N","Getting Customers"],["^ ","key","/en-us/business/trends-and-insights/topics/marketing-and-sales/","^3N","Marketing & Sales"]],"advertising",false,"banners",[["^ ","^3O","https://icm.aexp-static.com/content/dam/contenthub/us/en/ach-images/2019/4/Amex_GBS_Stock_noRD_RGB_36878-013i.jpg","^3P","Learn More","^3Q","

American Express has funding and Card solutions to help bring your best ideas to life and steady smiles to your customers’ faces.

Follow your passion and we'll follow your lead, with Cards and funding to help you grow your business and your rewards. Terms Apply.

\n","^3R","https://www.americanexpress.com/us/credit-cards/business/","^1S","Pursue Your Company's Best Ideas","^3S","","^3T","pursue-your-company's-best-ideas","^3U","https://icm.aexp-static.com/content/dam/contenthub/us/en/ach-images/2019/4/gold_medal_disruptor.png","^3V","Disruptor Banner","^3W","2019-04-08T12:18:13.397-07:00"]],"indexOption","index,follow","newscredGuid",null,"keywords",[["^ ","key","/en-us/business/trends-and-insights/keywords/branding-2/","^3N","branding"],["^ ","key","/en-us/business/trends-and-insights/keywords/article/","^3N","article"],["^ ","key","/en-us/business/trends-and-insights/keywords/john-jantsch/","^3N","John Jantsch"],["^ ","key","/en-us/business/trends-and-insights/keywords/duct-tape-marketing/","^3N","Duct Tape Marketing"]],"author",["^ ","^3X","john_jantsch","^3Y","john@ducttapemarketing.com","^3Z","Founder","^1U","John Jantsch","bio","John Jantsch has been called the World’s Most Practical Small Business Expert for consistently delivering real-world, proven small business marketing ideas and strategies.\nJohn Jantsch is a marketing consultant, speaker and best selling author Duct Tape Marketing, Duct Tape Selling, The Commitment Engine and The Referral Engine.\n\nHe is the creator of the Duct Tape Marketing System and Duct Tape Marketing Consulting Network that trains and licenses small business marketing consultants around the world.\n\nHe frequently consults with small and mid-sized businesses helping them create marketing plans and organized marketing systems that smooth the way for steady growth.\n\nHis blog was chosen as a Forbes favorite for marketing and small business and his podcast, a top ten marketing show on iTunes, was called a “must listen” by Fast Company magazine.\n\nHuffington Post calls him one of the top 100 “Must Follow” on Twitter and Forbes named Duct Tape Marketing one of the 100 Best Websites for Entrepreneurs.\n\nHe is the featured marketing contributor to American Express OPENForum and is a popular presenter of workshop and webinars for organizations such as American Express, Intuit, Verizon, HP, and Citrix.\n\nHis practical take on small business is often cited as a resource in publications such as the Wall St. Journal, New York Times, and CNNMoney.","^3[","Duct Tape Marketing Consultant, LLC","^40","https://media.licdn.com/mpr/mprx/0_oLg_hdervxELzk1Je30yhEjKB4a6c3iJHGWphER3ejVcH5qMQiS7mo7fMnm4N6GzI6xgfDdHtmC4","^41","/en-us/business/trends-and-insights/authors/john_jantsch"],"tileImage",null,"breadcrumbs",[["^ ","key","/en-us/business/trends-and-insights/","^3N","Trends and Insights"],["^ ","key","/en-us/business/trends-and-insights/topics/getting-customers/","^3N","Getting Customers"],["^ ","key","/en-us/business/trends-and-insights/topics/marketing-and-sales/","^3N","Marketing & Sales"],["^ ","key","/en-us/business/trends-and-insights/topics/branding/","^3N","Branding"]],"teaser","The word \"technology\" is in quotes because I want to expand your view of how it’s used. Businesses that get talked about do something differ","metaTitle","What’s Your Killer “Technology”?","contentId","whats-your-killer-technology-1","metaDescription","","pullquote","","title","What’s Your Killer “Technology”?","content","

You must also work, however, to bring that difference to the forefront of all marketing communications by developing tools that promote your point of view and your core difference.

When I created the Duct Tape Marketing System, I knew that one of my objectives was to make marketing simple while also getting business owners to understand the essential elements.

Want more from John Jantsch? Check out these stories:

You need to be able to effectively expand your thirty-second version to a thirty-minute one that you might give as a sales presentation or use as the basis for an educational workshop.

John Jantsch is a marketing consultant and author of Duct Tape Marketing and The Referral Engine.

American Express has funding and Card solutions to help bring your best ideas to life and steady smiles to your customers’ faces.

Follow your passion and we'll follow your lead, with Cards and funding to help you grow your business and your rewards. Terms Apply.

\n","^3R","https://www.americanexpress.com/us/credit-cards/business/","^1S","Pursue Your Company's Best Ideas","^3S","","^3T","pursue-your-company's-best-ideas","^3U","https://icm.aexp-static.com/content/dam/contenthub/us/en/ach-images/2019/4/gold_medal_disruptor.png","^3V","Disruptor Banner","^3W","2019-04-08T12:18:13.397-07:00"]],"indexOption","index,follow","newscredGuid",null,"keywords",[["^ ","key","/en-us/business/trends-and-insights/keywords/branding-2/","^3N","branding"],["^ ","key","/en-us/business/trends-and-insights/keywords/article/","^3N","article"],["^ ","key","/en-us/business/trends-and-insights/keywords/john-jantsch/","^3N","John Jantsch"],["^ ","key","/en-us/business/trends-and-insights/keywords/duct-tape-marketing/","^3N","Duct Tape Marketing"]],"author",["^ ","^3X","john_jantsch","^3Y","john@ducttapemarketing.com","^3Z","Founder","^1U","John Jantsch","bio","John Jantsch has been called the World’s Most Practical Small Business Expert for consistently delivering real-world, proven small business marketing ideas and strategies.\nJohn Jantsch is a marketing consultant, speaker and best selling author Duct Tape Marketing, Duct Tape Selling, The Commitment Engine and The Referral Engine.\n\nHe is the creator of the Duct Tape Marketing System and Duct Tape Marketing Consulting Network that trains and licenses small business marketing consultants around the world.\n\nHe frequently consults with small and mid-sized businesses helping them create marketing plans and organized marketing systems that smooth the way for steady growth.\n\nHis blog was chosen as a Forbes favorite for marketing and small business and his podcast, a top ten marketing show on iTunes, was called a “must listen” by Fast Company magazine.\n\nHuffington Post calls him one of the top 100 “Must Follow” on Twitter and Forbes named Duct Tape Marketing one of the 100 Best Websites for Entrepreneurs.\n\nHe is the featured marketing contributor to American Express OPENForum and is a popular presenter of workshop and webinars for organizations such as American Express, Intuit, Verizon, HP, and Citrix.\n\nHis practical take on small business is often cited as a resource in publications such as the Wall St. Journal, New York Times, and CNNMoney.","^3[","Duct Tape Marketing Consultant, LLC","^40","https://media.licdn.com/mpr/mprx/0_oLg_hdervxELzk1Je30yhEjKB4a6c3iJHGWphER3ejVcH5qMQiS7mo7fMnm4N6GzI6xgfDdHtmC4","^41","/en-us/business/trends-and-insights/authors/john_jantsch"],"tileImage",null,"breadcrumbs",[["^ ","key","/en-us/business/trends-and-insights/","^3N","Trends and Insights"],["^ ","key","/en-us/business/trends-and-insights/topics/getting-customers/","^3N","Getting Customers"],["^ ","key","/en-us/business/trends-and-insights/topics/marketing-and-sales/","^3N","Marketing & Sales"],["^ ","key","/en-us/business/trends-and-insights/topics/branding/","^3N","Branding"]],"teaser","The word \"technology\" is in quotes because I want to expand your view of how it’s used. Businesses that get talked about do something differ","metaTitle","What’s Your Killer “Technology”?","contentId","whats-your-killer-technology-1","metaDescription","","pullquote","","title","What’s Your Killer “Technology”?","content","

You must also work, however, to bring that difference to the forefront of all marketing communications by developing tools that promote your point of view and your core difference.

When I created the Duct Tape Marketing System, I knew that one of my objectives was to make marketing simple while also getting business owners to understand the essential elements.

Want more from John Jantsch? Check out these stories:

You need to be able to effectively expand your thirty-second version to a thirty-minute one that you might give as a sales presentation or use as the basis for an educational workshop.

John Jantsch is a marketing consultant and author of Duct Tape Marketing and The Referral Engine.