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There’s a question that’s asked far too rarely as we develop brand and business strategies. It’s simple but extremely powerful, since it shapes everything that you’ll do as a team or organization.
Who do we want to be?
It’s challenging to lead an organization in the best of times. In a time of scarcity – like the one we recently, abruptly entered – it can feel impossible.
But navigating difficulty is one of the roles of a leader. As FDR said, “A smooth sea never made a skilled sailor.”
Continue reading “Don’t Waste This Crisis: How Strong Values Improve Strategy”
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Last week, I joined a client for a virtual brainstorm. The focus: Our marketing next steps in these trying times.
We established a rule up-front: For an idea to move forward,
it has to serve our customers. In other
words, if it benefits only us, it does not advance. It goes to either the “rework” or “trash”
This is a good rule for new ideas in general. Two decades ago, Doug Hall and his team at
Eureka! Ranch found that new-product concepts with a high level of “overt
benefit” outperformed concepts with a low level by 3:1.
Continue reading “Marketing in the Time of Coronavirus”