Tags archives: marketing

How to Build Talent in Your Organization

Your employees need to be prepared and motivated for the next challenge.  Organizations need the human capital infrastructure in place to give their workforce the right skills to work on the right projects in the right roles. They do this through a focus on three key talent management areas: goal alignment, skills development and talent mobility. Goal Alignment: Strategy execution fails in large part due to differing goal priorities. When […]

6 questions to help you create your “follow” strategy

“What’s our following strategy?  What are you talking about?  We’re the thought-leaders in our industry, and our executives are well known.  We don’t follow; we provide leadership so that our audience can listen to us.” That doesn’t exactly sound like a customer-focused or engagement-ready organization or individual does it?  And yet, that’s basically the perception you get from many major social media profiles.  Simply stated, they don’t fully consider how […]

4 Observations to Share with Your Executives Who Don’t Use Social Media

Most people will agree that practical experience is a good thing. In fact, if you’ve been around the block a time or two, the old adage “experience is the best teacher” is probably anchored in your mindset. When I reflect on my lessons learned through practical experience I always find Will Rogers’ perspective insightful, but also at times, troublesome: Why troublesome? After all, at one point or another we all […]

Wearable technology? It’s cool, it’s fun, and it will make some people feel uncomfortable.

Pictures and video have recently been top of mind for me as it relates to wearable technology.  So yes, I’ve invested in and played around with the GoPro camera, and a device known as the Narrative Clip in order to gain personal experience.  Let me begin by saying that this post is not a product review.  And it’s not a report that involves quantitative marketing research.  It’s simply a very […]

My Lessons from RadioShack

In the 1970s my father owned a RadioShack franchise.  So, while I was in high school I spent quite a bit of time on the floor selling electronic gadgets.  Thanks to the Citizens Band radio craze (remember the movie Smokey and the Bandit?) we sold CB radios like proverbial hotcakes.  The TRS-80 computer was there too.  In fact, we could demonstrate it showing the store inventory application that was loaded.  […]

Decoding the Consumer

On the children’s live-action adventure show Captain Midnight, members of the Secret Squadron used special decoder rings to decipher messages that no one else could understand.  The secret decoding power provided a competitive advantage that allowed the Secret Squadron to win. Wouldn’t it be great if you could slip on a special marketing decoder ring to decipher your prospects?  Imagine the advantage of knowing the secret communication channel and message […]

8 Steps for Building Customer Bonds

Over thirty years ago I pledged my loyalty to the Navy blue and gold.  Then my son came along and decided to join the Army.  Yes, the Army-Navy game is spirited at our house, but I couldn’t be more proud of his service.  Loyalty created through an emotional service bond is powerful.  How does your organization create emotional customer bonds that build deep loyalty?   Eight Steps to Blue & […]

Perception is Reality

Beloit College recently released their Mindset List for the class of 2018.  This year’s list contains 55 items that provide a look at the cultural touchstones that have shaped the lives of this fall’s entering class.  Most of this year’s freshmen were born in 1996, just for fun; take a look at the world through their eyes: During their initial weeks of kindergarten, they were upset by endlessly repeated images […]

3 Key Factors to Creating Your Customer Experience Strategy

Did you know that early phone books included detailed directions on how to use the telephone?  For example, a New York City telephone directory from 1885 gave the following instructions: We can laugh about that passage now; but think about it, in 1885 the telephone was new technology and nobody had any idea how to use one.  In fact, even after the telephone had been demonstrated, there was not universal […]

Is Your Marketing Content in Plain Writing?

“Give it to me in plain English.”  My children are grown now, but when they were teenagers I can still remember starting conversations with that phrase.  As a parent, I wanted a straight explanation.  Come to think of it, as a public citizen and consumer I welcome communications that are clear, simple and jargon-free.  It appears that we all do, because in October 2010 the Plain Writing Act was signed […]

3 Key Factors to a CMO's First 90 Days

“In Search of Failure.”  That’s the title of chapter seven in Frederick Reichheld’s book The Loyalty Effect.  In that chapter, Reichheld points out that an investor who built a stock portfolio out of the companies profiled in the book In Search of Excellence (Peters and Waterman) would have seen their returns trounced by the mediocre performance of the S&P index during the ten year period following the book’s 1982 publication.  In fact, by […]

The Customer is in Control

I have an electric stove with a turbo boil feature. The manufacturer calls this feature “America’s fastest speed-to-boil” element. In fact, it does heat liquids in a snap. Have you ever been tempted to set your marketing communications strategy on turbo boil? You know, turn up the “always be closing” heat in order to snap the prospect through the sales funnel. Turbo boil is great for making hot tea; but […]