THE BIG IDEA: Customer obsession is a fundamental characteristic of long-term, outperforming leadership. Inspired leaders find practical ways to keep their top executives connected to the front lines of their business. __________________ Sitting in their corner offices with unfettered views of the city skyline, like the untouchable...
THE BIG IDEA: All businesses are run by archetypes. Some know it. Most don’t. When you understand how archetypes work, you can better position your business in the marketplace, attracting the right employees and loyal customers. __________________ Why do tens of thousands of riders flock to Milwaukee...
THE BIG IDEA: In a demanding retail environment where customers shop online more frequently, retailers with physical spaces have an opportunity to create atmospheres where customers want to gather, not just shop. __________________ You have an hour to meet with a friend to catch up. Or, you and...
THE BIG IDEA: Every business has a unique set of strength-based values that shape the organization. Once uncovered, these “superpowers” help guide your vision, energize your culture, differentiate your business, and attract customers that love you. __________________ It’s a rainy Wednesday morning. You enter your office an...
THE BIG IDEA: When you know what drives you, you have insight into what motivates your employees and your customers. Calling on the research and motivational theories in behavioral psychology illuminates the answer. __________________ You didn’t get where you are by accident. You worked hard. You assimilate...
THE BIG IDEA: How do you build a marketing program that attracts the maximum number of customers while simultaneously fostering loyalty? You start by segmenting your customers based on their commitment toward your business. __________________ Let’s meet three very different customers: Susan, Lisa, and Stanley. Susan is looking...
THE BIG IDEA: Archetypes are at the core of effective marketing. They provide the most powerful way to attract the right customers. But archetypes are often misunderstood. This week, we examine the archetypal power of one of the world’s strongest brands. __________________ A line of mindless drones...
Some customers have a religious devotion to a particular brand. They may go so far as to permanently scorch their skin with the logo or image of the brand they love. While this may appear extreme to you, fifteen years of research into Cult Brands has...
It’s Monday morning. Someone on your team enters your office. There’s a major problem with your new product release or your store opening or an interdepartmental conflict. It doesn’t matter what it is; it only matters how you respond. How well you respond all depends on your mental...
Susan is the CEO of a national chain of fashion apparel department stores. David is the CEO of a competing brand. Both Susan and David have been at the helm for five years. Accomplished and talented professionals, they have each earned their positions. Sharp-minded and effective...