By letting someone else do the heavy lifting! One of the things I admire about the Rolling Stones is how they have managed to keep on rockin’ after all these years! They’re a worthy study for that reason and for how they have managed to maintain a brand over 4 decades. A strategy they employ […]
Ted Turner’s media empire started with his acquisition of a run-down cable station in the days before cable was cool. He put on programming that was older (and cheaper!) like Gilligan’s Island and The Andy Griffith Show. He sold advertising based on the simple fact that since most of the programming was in black-and-white, advertisers’ […]
Simple Answer: Efficiency! By improving your operations, you get more efficient, which means you better utilize your existing investments and assets. Because there is no additional investment, and because you’re getting higher performance out of what you’ve already got, you automatically widen your profit margins. You can do this without raising prices. How do you […]
Constantly. I said in an earlier post that you should CHANGE a strategy or campaign only when it STOPS performing. That is, when it stops performing at an optimal level on a consistent basis. Exactly how you measure “optimal” is up to you. You may find that even if the strategy isn’t working at as […]
When it stops working. Not when YOU get tired of it, not when you think the market wants something new, not when some expert tells you it’s time for a change, and not just because you’ve had it a long time. You change a campaign or strategy when the results you sought stop appearing on […]
I published my first book in 2007, the same year as the birth of our son. That was all done very much by design. I wanted him to be able to say that his dad was an author who wrote his first book the year he was born! He’s 17 months old now, and though […]
I once heard a story about William McKinley, the 25th president of the United States. He was trying to fill a position on his staff and was struggling to decide between two candidates whose qualifications were pretty much equal. That was, however, until something happened that changed his perception of one of them. One dreary, […]
The answer is, “The customer!” The question is one that comes up frequently in my seminars, which deals with whether one should work toward an entirely web-based model, or try to have some hybrid that involves a physical storefront or touch point along with a web-based delivery system for the business? As technology becomes more affordable, employees […]
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