Why Some Companies Succeed and Others Fail

Humans run companies, so it should not be a surprise that their successes and failures mirror human nature. The old adage “Necessity is the mother of invention” applies. When companies are young and hungry they are generally at their most creative. As they become successful creative juice tends to abate, and complacency ascends along with … Read More

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The Flip Side of “Problem” Presents Opportunity!

This post is meant to show how a serious marketing problem often can be turned into a distinctive marketing advantage…provided one is Thinking Big, Out-of-the-Box & Strategically. Eight years ago I was speaking at an industry conference in Barcelona. At the break following I was approached by two Portuguese partners and invited to visit their proposed … Read More

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The Four Questions…in Marketing

Recently I gave a talk at the Belvedere-Tiburon Library near my home. I talked about the “Devils” that plague us all in marketing – Inertia, Expediency, Distraction & Tunnel-Vision – with the need to be aware of their “siren songs” to avoid entrapment. Than I went on to discuss the “Angels” that I consult when … Read More

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How to Define Our Market…Maybe A Mathematician And An Economist Can Teach Us ©

[The following was taken from a series of articles I wrote for a Real Estate & Resort Development magazine.] “Clouds are not spheres, mountains are not cones, coastlines are not circles, and bark is not smooth, nor does lightning travel in a straight line.” —Mandelbrot, in his introduction to The Fractal Geometry of Nature And, it … Read More

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Marketing: Step 2 – Core-Centric Marketing

As mentioned in Marketing: Step 1 the “core” market, the seed, is the inner most central part of a product’s potential market. The seed analogy is apt, as this is where the growth and regenerative energy of a product’s customer base derive; thus, Core-Centric Marketing©.  The concept is quite simple. Begin with the conversion of … Read More

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Marketing: Step 1 – Two Imperatives

Does the product concept precede the market, or does the market determine the product? In my experience it is a bit like a carousel, you can get on the ride almost anywhere along the cycle. Wherever that may be, unless you are Steve Jobs, it is wise to take some risk out of the equation … Read More

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Defining “Marketing”

There are important differences between the common dictionary definitions and BIG IDEA’s. Wikipedia:  Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling the product or service. It is a critical business function for attracting customers. Apple Dictionary:  Marketing the action or business of promoting … Read More

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Marketing and “The Pareto Principle”

Vilfredo Pareto was an Italian economist who observed that in most cases roughly 80% of the effects are the result of 20% of the causes, thus its better known synonyms the 80-20 Rule or the Law of the Vital Few. Pareto is a another member of my Marketing Pantheon, along with Benoit Mandelbrot (see “What … Read More

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A Silk Purse from a Sow’s Ear

Pre-internet, companies in need of short-term help to fill mostly clerical positions relied on specialized “Temp” employment agencies. This was a highly competitive business at the time with a lucrative commission structure, especially in the New York market, where huge banks, insurance and brokerage companies had a continual need for temp workers. Nevertheless, corporate HR … Read More

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What A Mathematician Can Teach Us About Marketing

In his The Fractal Geometry of Nature Benoit Mandelbrot said: “Clouds are not spheres, mountains are not cones, coastlines are not circles, and bark is not smooth, nor does lightening travel in a straight line.” Applying Mandelbrot’s observations to marketing cautions us that markets are not uniform. They may appear so when viewed from afar; … Read More

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