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Is there any coherence in your networking?
Meeting new people and keeping track of them is exhausting to me. I do like most of the people I meet and I think it's worthwhile to know them. Sometimes they turn out to be people I enjoy hanging out with. (Amazing, I know.) For quite a while now, I've been practicing 'coherence' when I…
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How brands make conversation
I have a print of this Hugh MacLeod cube grenade on my office wall, but sometimes I have a really hard time starting a conversation with my prospects. Now I find that Noah Brier has developed a good system for creating what he calls an Interest Graph for brands. If you share my frustration and…
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Stories of self-deception
David Weinberger just came back from the Future of Story Telling conference wondering if we are falling into rut of telling stories to smooth over complexity and just give people the answers they want to hear. Yes and no (naturally). If your goal is applause, it's easier to tell a story that confirms people's expectations.…
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Tell your customer a story they would like to live in
First your product or service must have a functional benefit, but then you usually want to focus your communication someplace else–someplace your audience would like to live. MENG: This Article is Terrific! Trust Me, 2012-Jan-31, by Jim Signorelli Besides the usual suspects like Nike, Apple, and Harley-Davidson, North Face provides a great example with its…
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Customer disloyalty
As transparency grows, fewer and fewer companies are going to get away with leaving their current customers at higher rates while they chase new customers. Loyalty is about submission, and companies will have to figure out how to give up something they want (new customers at any cost) to keep the customers they have. It's…
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The persistence of business
Who says a business has to last forever? Usually, it's just inertia. If the people in the business don't have a real mission in operating the business (other than making money), they should break it up and move on. If you're facing a big investment in turning things around, you better ask yourself "Is it…
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Sharing pictures crosses cultural boundaries
On Instagram, Pinterest and Facebook, I follow mostly people from my neighborhood, but the cool thing about photo sharing is the ability to peek into different cultures where language differences might have been an issue before. Reading this article has encouraged me to start following people around the globe. Social Media Influence: Will the future…
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What “customer-centric” means to customers
I recently came to realize that loyalty includes an element of submission. If I'm loyal to Sony, I'm going to have to quit thinking about the MacBook Air. My last three laptops have been Sony Vaio computers, and they have served me well. The company has behaved in a supportive, predictable way. They're not perfect,…
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The context of marketing today
The world wide web changed marketing forever. It didn't change human nature, but it certainly enabled behaviors seldom important before. Having a static web site isn't healthy for a business anymore. We have to think about the digital implications in everything we plan and do. I highly recommend this article by Bud Caddell, who recommends…
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Why great marketing is like breathing
I used to have a sidebar on my blog that was entitled "Marketing as the Lungs of your Business." It never resonated with people, but that doesn't mean it isn't true. In the marketing area of your business, you have to breathe in the culture, the current economic client, and the interests of your audience.…
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