Marketing the Arts to Death | How Lazy Language is Killing Culture. “The book is about how the arts use an outdated, hackneyed and often meaningless promotional language to appeal to diminishing audiences of aging fans. And it’s about creating a new, relevant, persuasive language that appeals to new audiences.” Not only have I read…
Many industries use The 3-Legged Stool metaphor to describe the foundation of success. The metaphor is based on the minimum number of points needed to define a 2-dimensional plane in 3-dimensional space. This lead to the development of the actual 3-legged stool, having the minimum number of legs needed for stability. The idea was later…
“Big opportunities come infrequently. When it’s raining gold, reach for a bucket, not a thimble.” | Warren Buffett, 2009 letter to shareholders of Berkshire Hathaway, page 15, paragraph 1. This was one of Buffet’s statements during the 2000s Great Recession and it’s worth thinking about as well as looking at the numbers from this particularly…
While most households may not use the term cash flow, they’re very aware of the philosophy behind the term since the majority of us are on a fixed budget (salary, hourly wages, or retirement income). If you’re a B2C (Business to Consumer) organization and your product or service is outside of the scope of a…
It’s no surprise that word-of-mouth remains the best method of advertising. But contrary to what seems logical, your successful marketing strategy should revolve around identifying and engaging with The 2nd Person who is interested in hearing and retelling your story. While these people are still part of your extremist/early adopters (Otaku as Seth Godin describes),…
“…and so we decided to develop our new product based on who we didn’t want as a client.” I’ve used this unconventional long-term strategy to launch successful businesses, help not-for-profit organizations (NGO) to grow, and to teach strategic planning during interactive training retreats. Note | Competitive Intelligence (CI) is Part 2 of a multipart series…
Joséphine Bonaparte, Empress of France, was a self-taught master of client service. Without her diplomatic work, there wouldn’t have been an Emperor Napoléon Bonaparte or French Empire. What can she can teach us about the nature of client service and how it exceeds customer service? Note | Client vs. Customer is Part 1 of a…
This is a story for small and mid-size businesses; the ones who have been around for at least 2 years. Why? The strategy for startups is significantly different. I’ll cover that area in a future series of stories. And, as I claimed in the first part of this series: “This story isn’t for Fortune 100…
Many industries use The 3-Legged Stool metaphor to describe the foundation of success. The metaphor is based on the minimum number of points needed to define a 2-dimensional plane in 3-dimensional space. This lead to the development of the actual 3-legged stool, having the minimum number of legs needed for stability. The idea was later…
This story isn’t for Fortune 100 companies. Large companies that have been around for a while are more willing to develop an advertising strategy that has measurables other than increasing revenue. “Increasing brand awareness…” comes to mind. That’s partly due to the traditional advertising industry’s success at changing the story from revenue to other measurables…