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:
The story goes that Rosser Reeves, ad man responsible for the “unique selling proposition” and slogans like “I Like Ike” came across a man begging in the street one afternoon and offered him a suggestion. Instead of “I am blind,” Reeves added a sub-text to the man’s plackard, so the story goes, that not [...]
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Dear CMO:
Once upon a time, I wrote a piece describing the last time I entered an oriental carpet store with the intention of buying a rug. I bring it up again because it clearly animates how anchor points control our perceptions – and perceptions control what we think and do, which makes them worth understanding.
Before [...]
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