Strategy, Marketing & Big Ideas
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“Our mission has always been to change how America thinks about beer.” Jim Koch, Founder of The Boston Beer Company, now the largest American-owned brewery.
Dear CMO:
Jim Koch clearly laid out his vision for The Boston Beer Company to me in a discussion we had a few months ago. Reading these words belies the power of [...]
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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:
Nothing you do in your work day is as important as what Victor Bazan does in his.
I met Vic through a mutual friend. He describes what he does in an off-hand manner, the way you or I would talk about how we dole out marketing development dollars to a difficult buyer. We roll our [...]
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Dear CMO:
You’re stuck. Admit it. Whatever you’ve been trying to do has ground to a halt and you’ve been staring at that same patch of dead air before your eyes for 20 minutes. You want to believe you’ll burst into action any second now, but the reality is, you won’t. Because you’re stuck.
We’re creatures [...]
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Dear CMO:
I chased an idea through Google today, looking for a reference and ended up poring through cybernetics, Eigen-behaviors, the artwork of Boetti and the writings of Heinz Von Foerester. It was the idea of the Eigen function that hit a branding nerve and has brought me out of my work-induced flow state to post [...]
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