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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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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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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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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USE TESTING TO WORK SMARTER AND MAKE YOUR MARKETING MATTER (MORE)

I remember when funding for marketing research, including in-market testing, was classified as “non-working.” It meant that spending on it did not produce a sale. There was no immediate line-of-sight from marketing research directly to sales. Whereas, an ad, sales call, or promotion were expected to work in generating sales in the here and now. […]

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