Posts Tagged ‘meaningful’
The Upside Of Ignoring Your Competition
In his memoir Bryan Cranston (the actor who plays Walter White in the cult drama series Breaking Bad), describes a mental shift he made about auditions twenty years ago. He and the other actors would smile politely at each other while they sweated it out waiting for their turn to audition. Every person in the…
Read MoreThe Feedback You Invite Vs. The Feedback You Need
The air stewardess in the business class cabin was busy, but not overrun. She spent the majority of her time with one executive passenger in her section throughout the flight. A friend who was returning from an overseas holiday asked for a cup of tea. Ninety disappointing minutes and four more requests later it eventually…
Read MoreMarketing Constants
If you’re running a business, you’ll hear some version of the following every other day. Things have changed. And there’s no doubt that they have. Things have changed since the Internet became ubiquitous, since Facebook launched, since newspaper advertising died, since the iPhone, Amazon.com, ad blockers and on and on. But what hasn’t changed? People.…
Read MoreThe Value Story
During Tulip Mania, the new merchant class who wanted their gardens to reflect their newfound success, is said to have traded acres of land for a single flower bulb. The scarcer the bulbs became, the more valuable they were perceived to be. As a commodity, the tulip’s inherent value was derived from the fact that…
Read MoreMarketing Inversion
When Amazon.com was still in its infancy, Jeff Bezos, the company’s founder and CEO had this to say; “In the old world, you devoted 30% of your time to building a great service and 70% of your time to shouting about it. In the new world, that inverts.” Shouting brought us Pop Tarts, Alka Seltzer…
Read MoreThe Things You’re Not Measuring
The more data we have the more we think we need. We measure everything from email open rates to foot traffic. We obsess over numbers of followers and rates of growth. And yet we often forget to take stock of the things we’re proud to have done and the ways we’ve made a difference. Here’s…
Read MoreBecause We Can
It’s a brisk Autumn Monday. The city’s lunchtime trams are busy. As we turn into Collins Street the tram driver begins an unscripted dialogue. He tells us that we’re at “the Paris end” of Collins street in the world’s most liveable city, reminding us that this is “no flash in the pan” because Melbourne has…
Read MoreThe Unspoken Problem With Traditional Marketing Campaigns And Product Launches
It’s not unheard of for an entrepreneur or organisation to send 10-20 emails during an online product launch. We all understand that part of the job of our marketing is as McKinsey puts it; “…is to reach consumers at the moments that most influence their decisions.” This is why you have no choice but to…
Read MoreA New Book To Help You Create Ideas That Fly
I’ve spent the last two years writing, speaking and consulting about how to succeed by making your ideas resonate with the people you want to serve. My new book Meaningful: The Story Of Ideas That Fly is the culmination of that work. Our new digital landscape has spawned an entrepreneurial culture and the belief that…
Read MoreWhat Change Are You Making?
The sales assistant at the pop up boutique glowed. She enthusiastically pulled things one at a time from the rails to show to the customer. “These pants will change your life,” she said. I thought that was a huge claim to make about what seemed like an unremarkable pair of trousers, but when the woman…
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