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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ENLIST YOUR COMPETITION TO CONQUER YOUR COMPETITION

Competition is vying to achieve target customer preference over similar products and services from rivals. The prize is to generate more significant sales, market share, and profit growth to sustain the business enterprise and create brand loyalty. It’s incredible that the word “competition” and the phrase “to be competitive” is frowned upon in more circles […]

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WINNING REQUIRES SUPPORT FROM A TEAM

But it is not true that I am self-made. Like everyone, to get to where I am, I stood on the shoulders of giants. My life was built on a foundation of parents, coaches, and teachers; of kind souls who lent couches or gym back rooms where I could sleep; of mentors who shared wisdom […]

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