I coined the term “Marketect” years ago, which is worth revisiting. Marketect is comprised of two words, “marketer” and “architect.” The word “architect” comes from the Greek word “architektor,” meaning “master builder.” Architects design structures AND supervise their development. Marketing is a lot like architecting. Instead of designing and managing the construction of buildings, bridges, […]
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No, this isn’t going to be about the purpose of the overview when coaching, but the purpose of the meeting in which you will be called on to provide it. I’m focussing this musing on the latter subject because an overview needs to be consistent with the purpose of the get-together, coupled with your appraisal […]
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The results from the poll to inform the selection of the book cover design are in and have been tabulated (without the help of a top accounting firm). It has been an interesting experiment. I learned as much about your preferences as much as I did about how you assessed the designs. Thank you all […]
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Many marketers are not entirely clear on intended target-customer behavior objectives. In practice, many marketers don’t even consider “behavior” objectives when undergoing marketing planning. It’s truly a big miss when they don’t because, plainly stated, “you don’t make a sale without generating a customer behavior.” Said another way, “stimulating the customer behavior rings the cash […]
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Some say you can judge a book by its cover while others say you cannot. I believe they are both correct. How’s that possible? It comes down to who is doing the judging and the criteria used for assessing the book cover. As you may remember from an earlier Marketing Matters musing, I created a […]
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I’m currently engaged in design development for the cover to my upcoming new book AVOIDING CRITICAL MARKETING ERRORS – How to go from dumb to Smart Marketing. I’m taking two routes to creating the book cover. One is to use one designer, who created the cover for COMPETITIVE POSITIONING, to focus on the assignment. The […]
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I’m working from my local Barnes & Noble, sipping a Starbuck’s decaf tall Pike’s Peak coffee. (I’ve already consumed a pot of the high-octane stuff and any more would have me bouncing off the walls.) I had to leave my home office as my realtor is holding a second “realtor open house.” I could say […]
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The Houston Astros baseball team appears to be under attack from its rivals. It’s not through recruiting dominant pitchers or crushing home run hitters but raiding Houston Astro “knowledge” personnel. According to the May 7, 2019, Wall Street Journal article, “A Brain Drain for the Astros,” by Jared Diamond, other teams are poaching Astro’s management. […]
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“We’re all gonna get into a fight!”Pink – So What We need to mix it up, as in fighting. Not in the ring but our organization, on our brand. We need to rumble to get beyond the “right” answer. Why? In an organization, the right answer is usually “the first executional expedient solution that has […]
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My wife and I put our 127-year old home up for sale this past Monday. We’re moving, and it’s time. Our daughters have careers and families of their own. We’re ready for warmer climes and a change in lifestyle. On Tuesday, our realtor held an “open house for realtors.” Overall, the realtors were impressed with […]
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