Posts Tagged ‘success’
People Power
When a traveller books a $700 a night hotel room she assumes that she’ll have a five-star experience. She’s expecting more than a better bed, thicker carpets and fancier facilities. When a five-star hotel gets a one-star review, it’s an indication that something went badly wrong. Of course, guests and customers are disappointed for a…
Read MoreTo Do Or Not To Do
We wake every day with solid ideas and imperfect plans. And yet every day we stall. We blame time. We await readiness or motivation, or both. We rationalise about tomorrow being better. We make assumptions about what it takes to be good enough. We allow doubt and uncertainty to take hold. We wait. Forgetting that…
Read MoreMaking A Mark
Regular customers know when Effie has the day off from her job at the city centre convenience store. They sense her absence as soon as they walk in. The coffee machine hasn’t been cleaned. The shelves haven’t been restocked. The music isn’t playing. Customers aren’t stopping to chat. There’s a different energy about the place.…
Read MoreForget Which Way The Wind Is Blowing
When the disco diner opened on a warm Summer night in a flurry of pink neon, accompanied by loud music and cheap booze, the owner felt reassured he’d found his tribe. But as the evenings grew shorter and the nights colder, his confidence began to waver. The evolving messaging on a pair of sandwich boards…
Read MoreSkill Vs. Talent
The dentist looks inside the patient’s mouth. She completes her examination, makes an assessment and proposes treatment. The proposed treatment considers only two things. What’s going on inside the patient’s mouth and his ability to pay. The dentist knows she can fix the problem. She wants to do a good job. This is the work…
Read MoreThe Rise Of The Patient Marketer
The fact that we’re exposed to thousands of marketing messages every day is old news. Our lives are now designed to mitigate against being interrupted by things we don’t care about and never respond to. And yet, we often fail to acknowledge that the people we want to reach feel the same way. If we’re…
Read MoreThe First Marketing Myth
Logic tells us that just because someone is aware of a product or service doesn’t mean they will buy it. We know that people are not short of choices. And yet when it comes to marketing our products and services, we prioritise awareness all the time. Logic goes out the window. We fool ourselves into…
Read MoreBack To Basics Marketing
Our neighbours are having the outside of their house painted. It’s an old Victorian property, built in the 1800s with period features and delicate ironwork. I’ve watched the decorators come and go over the past couple of weeks. Seen them taking care to cover the original tiles on the porch, that could so easily be…
Read MoreBetter By Degrees
The track and field coach Bill Bowerman spent twenty-four years training athletes at the University of Oregon to optimise their performance. Bowerman was also the co-founder of Nike, and most famously the inventor of the waffle sole running shoe (which he prototyped by pouring rubber into the family’s waffle iron). Bowerman’s innovation made the shoe…
Read MoreIn Time
You don’t know for sure that the broccoli at the local organic store was grown sustainably or without pesticides, but you trust that it was and you’re happy to pay more for it. You have no proof that like the label says the bread gluten-free until long after you’ve eaten it, but you don’t question…
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