A Client Stampede Secret: Blur The Lines Of The Market You’re In
“Think outside the box, collapse the box, and take a fu$king sharp knife to it.”
― Banksy, All & Pierce
One of the biggest mistakes I’ve seen when consulting, particularly with Fortune 500 companies, is that most business leaders miss the big opportunity under their nose because they’re thinking too narrowly of their market.
Coke and Pepsi did this when …
Ruthless Positivity & Three Game-Changing Questions for 2021
“I’m too busy working on my own grass to see if yours is greener.” – Unknown
“We who lived in concentration camps can remember the men who walked through the huts comforting others, giving away their last piece of bread. They may have been few in number, but they offer sufficient proof that everything can be taken from a man but one thing …
I Don’t Think You’re Charging Enough
Some years ago one of our clients, a prominent facial plastic surgeon, told me a story about one of his patients. She had a precancerous mole on her face that needed removal. After an initial consult, the patient scheduled the outpatient procedure that took less than 10 minutes to perform. The surgeon’s bill? Around $10,000. The patient complained to the surgeon that her bill was excessive – he was charging $1,000 a minute! Our client’s response was golden: “Madam, while it is true that the procedure to remove your mole only took 10 minutes, the …
More Reasons To Love Direct Response Advertising
David Ogilvy, a cantankerous, controversial and brilliant Scotsman whom I adored – built his advertising empire using only direct response marketing.
The very first direct response advertisement he wrote wasn’t for a Fortune 100 company, a Fortune 5000 company or even a scrappy but well funded start-up. As the surprising story goes, it was for …
A Great Marketing Lesson from Chanel
Last week, I was close to running out of foundation and knew there was no way I’d be able to get to Nordstrom’s before it was gone. As an avid online shopper, I have no idea why I insist on going to a department store to buy my makeup, but it’s just something I’ve always done. I Googled the exact color and name of my foundation (which is made by Chanel) to see which online stores might be offering the best deals. After a 30-second turbo search I gave up trying to read through all the fine print and just placed an order on Chanel’s main website.