All in Marketing

When You Need A Burning Platform

Change doesn’t tend to come easily to most of us.

For the most part, we don’t typically choose to change. More often, change - or at the very least, the need for it - is thrust upon us due to some exterior event, shift or development. When profits are severely impacted, when a competitor introduces a revolutionary new product or when an external environmental shift occurs, shifting the steady state we’ve become so comfortable with.

When AOL Tanked (Or Paying Attention To The Right Metrics)

Sometime between late Spring and early Fall, 1996, AOL’s stock fell from a high of $70 all the way down to $24.

These were the early days of the internet. The space was booming: startups were popping up everywhere, investors’ ears were perking up, and the big, established players were taking notice and/or beginning to get involved.

Just Focus On What's Next

Sometimes, the goals we set for ourselves are overwhelming. The bigger the goal or the more challenging the objective, the harder it can be to fathom how we will get there.

We get caught up in the sheer scale of our idea, or we start setting all sorts of impossible timelines and expectations that we think we need to achieve on our path there.

The Thing About Mandates...

…Is that there really isn’t any such thing.

In popularity contests of any significance (where a sizable population is asked for its endorsement of an individual or a subject or an action), the landslide win is not a common occurrence. More prevalent (in my admittedly unscientific assessment) is the close race, where the margin of victory is in single digit percentage points.

No One Likes Surprises

When it comes to the work we do, no one likes surprises.

It doesn’t matter which part of the organization you sit in - client management, operations, marketing or elsewhere - one of the fundamental tenets of corporate performance is predictability. We want to know what’s happening, why and, if necessary, what we need to do about it.

The Flight Safety Video With 10.5 Million YouTube Views

One of the staples of modern air travel is the flight safety video. It’s an aviation regulation that’s designed to ensure everyone is appropriately briefed on flight safety procedures in the event of an emergency.

If you’ve ever taken a flight, you’ve sat through one. And if, like me, you fly a lot, you’ve not only sat through them, you’ve likely tuned out during the briefing.

To Inspire or To Intimidate?

Think of the most exciting job you’ve done, the best initiative you’ve been part of, the most rewarding experience you’ve had. What was the underlying basis of that experience, the focus of the leadership in that situation? Were you excited? Were you focused on moving towards something? Were you inspired?

The Myth of The Top Ten List

There are at least 15 colleges that deserve a place in the top 10 best colleges in the country. There are 20 restaurants that can credibly argue that they are one of the 5 best restaurants in your city. And if you and I were so inclined, we could absolutely name 25 guitarists who could reasonably stake a claim to being among the 10 best guitarists ever.

The Point Is Productive Struggle

We crave clear cut answers. We love How-To’s. We keep looking for the ultimate 10 Step Process.

Why? Because we’re always on the hunt for clarity, predictability and, more to the point, security. It’s a natural human desire.

The problem, though, is that when we’re creating (a team, a piece of output, a business), that’s not often possible or realistic.

The Path To Success Isn't a Straight Line

We tend to romanticize the path to success. We maintain this perception that getting there was a straight-forward path. Particularly when we see others achieve it. This view that these folks took step 1, then step 2, and so on and so forth, until they achieved what they set out to do. That it was a clean path. That things just happened for them.

The truth is…

"Ask If You're Crazy Enough..."

There's a cynicism we tend to have when it comes to advertising and branding.

So many brands adopt personas based on their desire to attract a certain type of consumer. These personas are fashioned on the basis of deep consumer research, canvassing their likes, dislikes, tastes, preferences and more. Some of these personas succeed, others don't.

It's About Your Expectations And Action

It's natural. We start a new project or new initiative and we get excited, as we should be. We see the potential for change, the potential impact and we want to make sure it's a success.

So we plan. We think through our goals, all the needs and requirements, where we need to get  to. We identify the piece parts needed to make for our definition of success, because…

Why Are You Listening To Critics?

The Arctic Monkeys, an English rock band, recently released their sixth studio album, Tranquility Base Hotel and Casino. The album itself is a marked departure from their prior music, which was more straight-ahead rock. This one is more relaxed, more laid back, with each song an almost cinematic and (at times) introspective episode unto itself. It's the kind of album that reveals itself, little by little, upon successive plays.

Selling Your Idea = Transfering Your Enthusiasm

There's a great quote that says that selling (anything) is essentially a transfer of enthusiasm. 

There's a lot of truth in that and it matters whether you're in sales or not. You could be selling an idea, a project or an initiative to your boss. You could be promoting a new marketing plan for your non-profit or trying to raise money for a cause. 

Don't Let Your Process Shackle You

Process helps. For so many aspects of our lives that we grapple with, someone, somewhere has defined a process, and it's one that works. Especially when it comes to routine, straightforward activities.

But for many other decision areas, from making the sale to conducting an analysis to hiring an employee, processes exist, and they help, but only to a certain extent.