Posts Tagged ‘fortune cookie principle’
Where A Sale Begins
The sale of the first GoPro camera didn’t begin when the customer walked through the retailer’s door. It didn’t even begin with the huddle of engineers in the tiny innovation department at the factory. The first sale began in the lineup, as the surfers waited to catch a wave. A marketer’s story typically starts with…
Read MoreHow Deep Does Your Story Go?
It seems like a step in the right direction when the giant multinational supermarket starts selling organic vegetables. But the story begins to unravel when the organic broccoli comes shirk-wrapped in cling film, on a polystyrene tray. The customer who the story is aimed at, feels the disconnect between what’s on the surface and the…
Read MoreThe First Step To Building A Marketing Campaign
As marketers we tend to get lost in the tactics like designing flyers, scheduling tweets and growing a Facebook following—this makes us forget the more important stuff. A campaign by definition is “a systematic course of aggressive activities for some specific purpose”. The following is hard for you to hear and so it’s hard to…
Read MoreTaking Your Place In The Difference Economy
Whole Foods launched it’s first national and TV marketing campaign in 35 years on the back of losing 30% of its value in just six months. The company has been losing market share to chains like Walmart who are now stocking once hard to find sustainable and organic produce and selling it cheaper. There are…
Read MoreThe Meaning Business
In the past most businesses gained competitive advantage from size, scale or dominance. Whoever the biggest marketing budget and could sell the most stuff won. Success was more about what you did and much less about the way that you did it. But today it’s the way that you go about your business and how…
Read MoreThe Misleading Advantage
The little gelato place down the road from us is dying. For three years straight they were the only good enough ice cream place in the boat harbour. The lack of competition meant that they could steadily increase their prices from $3.80 per scoop to $5.80 while continuing to staff the store with young, casual,…
Read MoreWhat’s The Reason?
What’s your reason for contacting that prospect? Why do you call her a prospect anyway? What’s your reason for sending that email? Why will everything be okay if you can just get the word out? What’s your reason for printing those fliers? Why does the world need your thing? What’s your reason for starting? Why…
Read More10 Characteristics Of Disruptive Innovations
Any one of a number of giant companies could have been first to market with a bagless vacuum cleaner. They all knew that their cleaners lost suction when dust bags became full. They also knew how their customers wrestled to empty dust bags while being enveloped by the dirt they’d just sucked up out of…
Read MoreThe Myth Of The Digital Shortcut
What Donald Draper wouldn’t have given to be an ‘ad man’ in 2014. No more sitting around in bars scribbling on napkins while watching people going about their business. No more trying to work out what they’re thinking and how they want to feel in order to sell that feeling back to them, for a…
Read MorePrice Is Not Just A Strategy, It’s A Story
There was a palpable buzz when one of the most gifted leaders in retail, Ron Johnson—the guy who led the creation of the Apple Store experience, took on the role of CEO at the hundred-year-old company J.C. Penney. All eyes were on him. The business world wanted to know how he was going to transform…
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