TAKE TIME TO SHARPEN YOUR SAW

Sharpen your saw: Increasing your personal productivity, by having a balanced strategy to renew yourself in the four aspects of life: Physical, Social, Mental, and Spiritual.Dr. Stephen R. Covey My wife and I have been sorting our personal and business effects as we prepare for movers to pack up our belongings and take them down to Pensacola, […]

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STRIVE FOR COGNITIVE RESONANCE

Cognitive dissonance is not good for your business. It can disrupt a sale or trigger customer dissatisfaction. We need to acknowledge the possibility of cognitive dissonance and take action to avoid it. However, if we want to bolster the impact of our marketing, we need to go beyond merely avoiding cognitive dissonance and strive for […]

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AVOID COGNITIVE DISSONANCE

Thinking back to your university marketing classes, you undoubtedly were exposed to the term and concept of “cognitive dissonance.” We, marketers, might define it as psychological discomfort of the target customer brought on by a belief or feeling that undermines the perceived value of a (potential) purchase. It can disrupt a sale or trigger dissatisfaction following […]

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THE PURPOSE OF (YOUR) BUSINESS

The Business Roundtable has stirred quite the controversy with expanding their scope to serving all stakeholders rather than making shareholders their priority. Those who oppose their “Statement on The Purpose of a Corporation” https://qz.com/work/1690439/new-business-roundtable-statement-on-the-purpose-of-companies/decry that it rejects the long-held theory espoused by the late economist Milton Friedman. He posited that the focus should be on creating […]

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LET’S NOT IGNORE EXECUTION

I must admit that I scoff at management declarations that they are going to win in the marketplace through “superior execution.” Even achieving an execution consistent with the strategy is a challenge for most organizations and, when realized, is mediocre at best. There’s an awful lot of slippage between strategy and execution as there can […]

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SO, WHAT’S GREAT ABOUT IT?

I caught an episode of “So you think you can dance” on TV the other night. I’m fascinated by what these dancers can do with their bodies and how effortlessly they move through the air. As a martial artist, I envy their body mechanics and incredible athleticism. If only I could move as they do—unfortunately, […]

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WHY CHEAPER IS BETTER – THE CUSTOMER

This exploration to find an answer to the question of why cheaper is better for the customer would seem to be a no-brainer. The apparent answer is, “duh, it’s cheaper!” However, that’s not the case in all situations. Customers will pay a healthy premium for something because they can, and it bolsters their image. They […]

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WHY CHEAPER IS BETTER – THE MARKETING ORGANIZATION

The other day I explored “when” cheaper pricing is better—positioning that a competitor claims to be the same as the leader but cheaper. Today’s musing is “why” cheaper pricing is better. Now, I’m not advocating that we compete by being the low-cost choice. In fact, virtually all my clients choose to market their brands with […]

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WHEN CHEAPER IS BETTER

The saying goes, “you get what you pay for.” The meaning is clear: if it’s cheap, it probably means it’s of poor quality. Or is it? One of the strategies for winning is the promise of “better value.” There are three approaches to creating a perception of better value: 1) value-added—offer more for the same […]

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BEWARE OF MURPHY’S LAW

My wife has begun preparing for our move from the family home despite it being several months into the future. She came across a stack of Approach magazines, which I diligently read a lifetime ago when I was a young Naval Aviator. Approach, a publication of the Naval Safety Center, focuses on Naval and Marine […]

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