Innovation is overused by marketers and often fails. Your products and services must return to their core essence to reinvent these brands to grow revenue profitably. Continue reading
“Disrupted” is a satirical look at what goes inside companies when the focus is revenue growth, not profits, where the deck is stacked to make the founders rich and the investors richer. Younger employees are paid less and often burn out and while Hubspot promotes its inbound marketing automation it uses cold calling as a way to find new customers. Continue reading
Professional boxing is the perfect metaphor for doing business in the social media age. Prizefighters don’t walk into the ring and immediately go for the knockout punch. Instead, they first deliver a series of well-planned jabs to set their opponent up. They work at getting the lead-up jabs working so their right hook will then connect when it is unleashed. Continue reading
Strangely enough, in today’s workplace there are situations where what you don’t know ends up being far more valuable than what you do.How can that be? Time and again, rookies who know nothing about a field come along and end up outperforming the veterans who have years of experience in the industry. This phenomena demonstrates the fact when it comes to the new game of work, learning beats knowing most of the time. That’s the essence of rookie smarts.
I have read an awesome book on branding called “Brand Against the Machine”by John Morgan and for the first time I can honestly say that this is a book that all branding people NEED to read. In the very first chapter the key thesis of the book “the future of branding is marketing with people and not at them .”.
Today’s customers want more of whatever they value the most. Consequently, today’s market leaders excel by:
- Selecting one component of value they will excel at.
- Continually raising customer expectations and definitions of value for that specific component.
- Structuring their entire operations to deliver added value in that component again and again better than any of their competitors can.
Reinvention is the process by which a brand, its core essence, and its key attributes are examined, and through the rigorous application of market-based data (as well as applied findings and customer and consumer insights), the next phase or evolution of the brand that capitalizes on those qualities and optimizes profitable revenue is determined—all while staying true to the essential core nature of the product or service. Continue reading
The 80/20 principle states 80 percent of your results will come from 20 percent of your efforts. However, that’s just the starting point. 80/20 applies to everything, even itself. If you can master and apply 80/20 thinking to everything you do, then you’re armed with all you need to excel. Continue reading