You’re a better designer if you love the people you’re designing for. Fred Dust, IDEO Partner, quoted in Bernadette Jiwa’s Meaningful I’m surprised how many companies don’t love their customers. They talk about being customer-centric or even customer-obsessed, but they don’t love the customer they have. Instead,...
Today the campfire is called a computer or a television … Drama goes back to the beginning of civilization around the campfire, where the tribe comes together, and they say, “My God, did you see what blah blah did with that mountain lion today?” And the other guy says, “I’ll tell you one better than that.” … [W}e tell stories that unite the tribe. We reinforce our tribal unity. We say, this is how we do things here. David Mamet, MasterClass.comIf the computer is the new campfire, social media is the biggest campfire ever built. Most companies invest a lot of money in social media because they know they have to. But, few know what to do with it.
Most commercial messages contain too many elements, all competing with one another for our understanding, and the elements themselves may be uninteresting, unclear, or off-message. Marty Neumeier, ZagCompanies try to make their brands stand out and be different: they try to constantly be new to gain a competitive advantage. In short, they use newness as a path to relevance. But, this quest to be relevant has affected their ability to be meaningful.
Magic has long held a special place in the nation’s history. American magicians perform in arenas, theaters, and even backyards. No matter how big or small, a magic show will always inspire wonder. Today as a member of the Citizens’ Stamp Advisory Committee, I am honored...
Now what do you want out of me? Fine writing? Do you want masterpieces? Do you want glowing things that can be framed by copywriters? Or do you want to see the goddamned sales curve stop moving down and start moving up? Rosser Reeves in Dennis...
“Accounting is a department. Marketing isn’t. Marketing is something everyone in your company is doing 24/7/365.” Jason Fried and David Heinemeier Hansson, Rework A brand isn’t a name or a logo: it’s the perception people have of your organization. Everything your company and employees do contribute to...
In Alexander the Great’s conquest of Persia, the Macedonian King upset his military compatriots and childhood friends by marrying Roxana. Roxana was the daughter of a minor Persian baron. That is, she was not from Macedonia; she was not of Greek blood. This outraged Alexander’s men who...
THE BIG IDEA: Certain businesses excel at fostering undying, cult-like following among their customers. Our study of Cult Brands reveals seven rules any business can follow to attract loyal customers. ______________ Some customers have a religious devotion to a particular brand. They may go so far as...
The media industry is bifurcated into two distinct worlds: the struggling traditional segment that longs for a simple, more profitable past that will never return; and the vibrant entrepreneurial segment that is reinventing commerce before our eyes. Justin Smith, CEO Bloomberg Media Group, 2013 memo It‘s true:...
I’m a big fan of the “Freakonomics Radio” podcast. I highly recommend it, in particular an episode titled “What does a CEO actually do?” I love the question because it’s cheeky and because I’m sure many people wonder the same thing but are afraid to...