Strategy, Marketing & Big Ideas
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What happens when Goliath maneuvers you into court? I’ve spoken to a good number of entrepreneurial groups since Killing Giants: 10 Strategies to Topple the Goliath In Your Industry launched in March, and this question has come up a few times. Giants have more lawyers than you do, can afford to spend more [...]
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The secret of free advertising is making your friends look better. What held true in your college years apparently still works wonders in marketing today. The halo effect of hanging around with the right people and making them look good tends to rub off on lucky you. We’re all being asked to do more with [...]
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My interview with Sergio Zyman on the Pepsi Challenge is included in my upcoming book, Killing Giants: 10 Strategies to Topple the Goliath in Your Industry, to be published on March 31, 2011 by Portfolio. Join my advanced notice mailing list here. “The brilliance of the strategy was that they were filming these people [...]
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Convincing your customers that they’re doing it wrong is often an uphill battle. We’re all resistant to change. And when your customer base is comprised of highly educated people who are in positions of authority, this becomes even harder. How do you teach these hard to persuade experts that there’s a better way? You let everyone [...]
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“Our Assumptions Determine Everything.” Monimus the Cynic The Cynic was right. Our assumptions determine everything, from the prices of commodities to whether we like the third ad concept the agency has shown us. What comes first is our frame of reference; what follows either looks bigger or smaller by comparison, depending on where our understanding [...]
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