Strategy, Marketing & Big Ideas
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It’s not high fructose corn syrup, it’s “corn sugar” – you know, just like “cane sugar”! It sounds so close that it must be OK. But it’s not. It’s high fructose corn syrup called by another name. There is no such thing as global warming – it’s “climate change”! This gives us the needed wiggle [...]
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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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Dr. Steven Feinberg – who I’ve often quoted here – and I first figured out that the psychology of influence could dramatically impact outbound marketing campaigns close to ten years ago. I was running channel marketing at Plantronics and he was working with the senior staff there on organizational development – basically, getting lots of [...]
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Dear CMO: If Alexander the Great had overseen the development of Schiphol Airport’s urinals, he would have moved the designer forward and to the right. You see, Alexander had a system that made everything in his army work: life was a competition, and winners were rewarded in the most public way of all – they [...]
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