SO WHY DID WHAT HAPPEN, HAPPEN?

Harking back to my military aviation days some 50 years ago, each flight started with a briefing—what we were going to do and accomplish, and how we were going to go about doing it. Following the flight, we conducted a debrief—what we did correctly, what we failed to do correctly, what went wrong, and what […]

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FEED(BACK) AND GROW

We need feedback to grow. According to John Hattie, Professor of Education and Director of the Melbourne Education Research Institute at the University of Melbourne, Australia, “The most powerful single modification that enhances achievement is feedback.” I concur, and I’m not alone. Many leaders from all walks of life—business, education, sports, the military, among others—believe […]

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CREATE A MAGNETIC PSYCHOGRAPHIC TO BUILD A TRIBE OF BRAND-LOYAL CUSTOMERS

We’re all familiar with the phrase “s/he has a magnetic personality.” In fact, we, or some people we know, possess such a winning personality. A magnetic personality attracts other people. Like a magnet, it pulls them into that special person’s orbit. Others want to, enjoy, and identify with being in the realm of someone with […]

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GET “UNSTUCK” TO MAKE YOUR MARKETING AND LIFE MATTER MORE

A conference call with a client needed to be rescheduled at the moment of the initially planned call. He stated that he was “stuck in a meeting.” It struck me as being mildly amusing. No, not that he couldn’t attend the conference call, but the language he used, “stuck” in a meeting! My mind began […]

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OPEN YOUR MIND TO NEW WAYS OF THINKING AND PRACTICES TO AVOID MEDIOCRITY

At a recent workshop for a major pharmaceutical company, I shared what, to me, was a troubling finding following a review of the advertising for brands in their therapeutic category. Specifically, the client company’s and competitors’ brand messaging to HCPs (Healthcare Practitioners) and CPs (Consumer Patients) was different! No, not different from one brand to […]

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IT’S TIME TO THINK DIFFERENTLY ABOUT DIFFERENTIATION (PREFERENTIATION!)

“But couldn’t any other brand in the category also say that?” Familiar Marketer Critique From time to time in the past, we have proposed that perhaps it was time to replace the Chief Marketing Officer (CMO) with a newer, more expansive (and competitive) leader-role:  the Chief Differentiation Officer (CDO).  And we identified a few areas, beyond the […]

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DID YOU KNOW …

Brian Grazer is an Academy Award-winning film producer and business partner of director Ron Howard. Recently, he shared with James Altucher, the host of the podcast bearing his name, the James Altucher Show, how he pitches and prefers to be pitched creative ideas for films. His pitch starts with the question, “Did you know …?” […]

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THE PROBLEM IS …

I recently participated in a Brazilian Jiu-Jitsu seminar. The professor conducting the workshop asked if we knew what the problem is. He answered his question with the remark, “The problem is that you’re fighting the wrong problem.” Ahhhh, that most certainly is a problem. When we try to solve the wrong problem in Jiu-Jitsu, we […]

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AVOID THE DOWNWARD SPIRAL

My wife took a drive to a local department store in our new locale. She relayed to me that it was rather depressing. It was sparsely stocked and not very well appointed. She really doesn’t care to go back to that store, and it’s unlikely that she will. The store situation is typical of a […]

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PUT KEY COPY WORDS TO WORK FOR MORE EFFECTIVE MESSAGING

We’ve recently begun work for a client in a therapeutic category where the right treatment can mean the difference between prolonging life or dying prematurely. As we do with every assignment, we review the client’s and their competitors’ messaging. In this case, there are 14 brands (including therapies with multiple brands) and 26 ads—14 targeted […]

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