In my opinion, there’s never been a better time to get involved in the field of marketing. The advances in technology, the spread of social media and the incredible need that organizations everywhere have for individuals that get that marketing is a philosophy…a way of thinking and acting, and not a department, has never been greater.
From the list of, “Books that I truly wish had updated editions” comes one of my top 10 favorites, the 1997 book, “The Discipline of Market Leaders,” by Michael Treacy and Fred Wiersma. I re-read this book…or at least parts of it every year and I still carry through the concepts in my academic and client strategy work. While the examples are brutally dated and some of the companies have moved from good to great to gone, I find the framework of Value Discipline thinking to be a powerful tool that is easy for students and clients to digest and one that is useful in guiding strategic choices.
All across America, legions of streetwalkers (not that kind!) have been dispatched to your home to help you deal with the serious issue of your television service. Or is that your Internet service? Or your phones? Or your wireless phones? Or your toaster? You'll soon realize that you’ve become involved in some form of new, maniacal game brought to you by people that have created rules that don’ benefit anyone but them. It’s your job to figure out the catches and traps and gotcha’s! I’m not certain that you as the consumer can win this game, but you can definitely lose. The issue is, how much?
Searching through the sea of business and leadership blogs has become a bit like a treasure hunt. I enjoy searching for great voices that have not yet jumped out of the search engines and on to everyone’s screen. ne of those that deserves to be front and center is Greg Strouse’s Tales from an XOD, Stories, Advice and Opinions on Working, Managing and Surviving the Corporate World.
The Top Ten Challenges of the New Leader, an update on my experience with Twitter (and why all marketers should join), and the Volunteer Management conundrum in our communities that we are capable of solving. Oh, and three developmental suggestions for your professional "To Do" list.
"Nobody Cares About Your Products (Except You)," is one of the core rules that author and marketing thought-leader David Meerman Scott espouses in his latest book, World Wide Rave, and throughout his other works and blogs. The most zealous anti-smokers that I know are former smokers. The fact that in hindsight, I can see that I was guilty of being a bit too proud of the features and functions of my own products as a technology marketer makes me just a bit maniacal about David's product rule as a user and consumer of tech products today. Unfortunately, it seems like there are still quite a few technology marketers out there that did not get the memo. What I thought would be a simple search for a solution to a straight-forward business issue has turned into a quest worthy of Homer.
It’s easy to focus on the bad news. Everyone’s talking about it. We’re bombarded with news flashes and human disaster stories as the layoffs mount and the foreclosures climb. And make no doubt about it, these are tough times, but let’s start giving some coverage to the firms, leaders and entrepreneurs that have turned off the news channels and are too busy building or rebuilding to worry about the dire forecasts. For a good dose of “can do” spirit, get out of your office and go talk with some smart people working to strengthen, build or start businesses. I’m doing just that, and here's why I continue to be optimistic:
In prior posts…one in particular entitled, “Marketers, Are Trade Shows Extinct Yet,” I raised the ire of a fair number of marketers for expressing my belief in the demise of this ancient marketing tactic. My erstwhile colleague encouraged me to quit complaining and offers some tools to help marketers begin building improved execution practices into their event and trade show programs. I took the challenge and crafted "The Management Excellence Guide to Trade Show Marketing in a Recession," and am offering this as a free download in this post and on the main page at https://artpetty.com. If you absolutely, positively believe you need trade shows as part of your marketing program, it’s time to improve your execution, your efficiency and your effectiveness.
Every great disaster needs a name and it’s high time that we got on with naming this one. The sooner we name it, the sooner we can begin to put it in the rear view mirrors of our Toyota Hybrids.
Rethinking your customer segmentation model is a potentially powerful approach for differentiating versus key competitors and for finding new needs that you can fulfill with your core capabilities. Experiment with the various ideas and strengthen your team's execution skills in the process. In additional to the potential tremendous upside from solving customer problems, the energy and excitement generated during this process will convert the organization's "sense of fear" into a "sense of urgency."
