If your name is signed, make sure its your signature

I got a card in the mail earlier this week from a nonprofit organization that I have donated to in the past. The note was nice, thanking me for my gift last year, telling me what the gift had enabled them to do. All pretty standard nonprofit fare, but when I got to the end of the note, there was …

Better or CHEAPER?

In today’s economy, we’ve become overwhelmed with choice. There is a seemingly infinite number of options for IT products, professional services, entertainment, nonprofit causes, whatever. The challenge that all of us are dealing with is that because our attention is so divided and the competition is so great that we have been forced into two competing silos: Better or Cheaper. …

Marketing Isn’t Pitching…

Too many decks and assumptions I see when looking at marketing plans are all about the “pitch.” And, it is no wonder that they fail. Because marketing isn’t about pitching. Marketing is about a series of commitments, assumptions, and choices. Commitments:  How do we improve our clients? How do we make our clients lives’ easier? Here’s the promise that we …

The least effective marketing is…

The kind that is solely focused on you and what your product or service does. The most important kind of marketing focuses on the other side’s challenges and the opportunities that working with you will create. When you write it down, the distance and difference seem small. But when you really get down to it, the distance between me and …

Cost of unintended results

If we aren’t careful, we spend a lot of time thinking about the costs of unintended actions.  The problem with this is that unintended actions can have results that vary from good to bad, and pricey to cheap.  In your marketing and strategy activities, this can be problematic because you can convince yourself that just a little bit more time …