Strategy, Marketing & Big Ideas
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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 were given [...]
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Dear CMO:
I’m going to get this story slightly wrong because I forgot exactly where I heard it or read it, but hopefully the meaning will be clear enough. I’m sharing this with you for one big reason: if you squint at it and think of ways to apply it to what you’re doing, it might [...]
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Dear CMO:
In one corner, the reigning industry champion, weighing in at a few billion in revenue, with massive budgets, headcount and resources. In the other corner, the local favorite – considerably smaller, home grown, and a dangerous scrapper. The heavy weight versus “one of us.”
My money’s on the little guy.
The importance of “we” has been [...]
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Dear CMO:
You know what else testimonials can do?
You already know that they help you close new customers because under conditions of uncertainty we always look to many similar others to help us figure things out. We “satisfice.” We go with the first acceptable answer and move on, because we’re really very busy.
But think [...]
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