All in Marketing

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. 

How "VIP" Am I?

So, I got this email the other day from a company that offers bespoke clothing for men. By all accounts, it's a brand that offers quality, tailor-made products at reasonable economics. They sent me this promo because - as you'll see in the headline - I'm a VIP.