EXPECT THE UNEXPECTED

Murphy’s Law: “Anything that can go wrong will go wrong.” I was introduced to Murphy’s Law early in my training to become a Naval Aviator. It was drilled into each of us fledglings. Our instructors taught us those many things that could go wrong and, importantly, how to deal with each of them successfully. Expect […]

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THE IMPORTANCE OF GETTING YOUR PRIORITIES STRAIGHT TO MINIMIZE DISASTER

Hurricane Sally is wreaking havoc in Pensacola and a large swath of the Gulf Coast. She’s taking her time—crawling forward at a mere 2 – 3-mile pace—refusing to be ignored and focusing all eyes in the area on her. As far as wind velocity for hurricanes, she’s not rocking the charts. However, at more than […]

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COACHING CREATIVE WORK–ORIGINS

If there’s one constant in the thousand-plus workshops we have conducted all over the world, it has to be our insistence upon use of the Coaching Model.  That simple four-step best practice for making any work more productive, taking any work to the next level.  We say “simple” only to highlight how easy the four steps are to […]

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HOW TO APPROACH COMPETITIVE CONTINGENCY PLANNING

I’m afraid that if I ever took a punch in the mouth from Mike Tyson, my championship dreams would be over. In all likelihood, I’d be “pushing up daisies” where he planted me. However, a professional boxer might shake off his punch, mainly if he prepared for it. Additionally, the boxing pro will adjust his […]

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INTANGIBLES CAN MAKE A TANGIBLE DIFFERENCE IN CUSTOMER PREFERENCE

Our home renovation is nearly complete. We’re less than one month away from moving in. HOOYAH! This is my wife’s and my “forever” home. In other words, we hope to “age in place.” However, to remain in our forever home, we need to take steps to remove “vertical” steps. Accordingly, we are installing an elevator […]

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ARE YOU CHOOSING EFFICIENCY OVER EFFECTIVENESS?

Efficiency is doing things right; effectiveness is doing the right things. Peter Drucker So, is there a difference between efficiency and effectiveness for marketing? Doesn’t improving efficiency lead to increased effectiveness and vice versa? Interesting questions. YES, there is a difference between efficiency and effectiveness. First, efficiency is about getting many things done—that long laundry list […]

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DARE TO PUT YOUR MARKETING ON TRIAL?

If you were to put your marketing on trial, would it be convicted of being dumb? While you might feel offended by the question and vigorously protest that your marketing is not dumb but, in fact, smart, we’d venture you are probably self-delusional. You are not objective. If you are so sure of your marketing, […]

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IS MARKETING A COST OR AN INVESTMENT?

Investment: Allocating money for the purpose, and with the expectation, of it generating a substantial future financial return. There’s a difference in opinion about whether marketing is a cost or an investment. Indeed, corporations treat it as a cost for accounting purposes and write it off as such for tax relief. However, to perceive marketing as […]

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BRAND MARKETING VERSUS SERVICE TO SALES

“Marketing” doesn’t function in the same role in the same way throughout business enterprises. In practice, it doesn’t even have the same meaning. What role does it play in your company? What does marketing mean to you? To me, marketing is about “creating brand loyalty,” the title of the first marketing book I wrote, with […]

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MEGA-MISTAKES MARKETING THE MASK

“Masks are the best vaccine we have right now.” It was late February, in Bangkok, news of the creeping Corona Virus beginning to buzz around the city.  In high-people-traffic places, like the BTS Skytrain stations and platforms, the government was already handing out free masks to passers-by.  Along the crowded main street sidewalks, however, perhaps no more […]

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