Pradeep asks, “Even after making the most calculated decisions, we have seen that Digital Marketing Strategies may fail due to improper implementation or a possible disruption in the Market. What is the best way to redesign the strategy when your previous strategy has failed?” We use the hierarchy of analytics to determine the cause of…
I’m leaving SHIFT Communications. Background: Figuring out Public Relations In late 2012, I joined SHIFT Communications with a burning question. I had mastered the basics of digital marketing, of the middle of the funnel. I was a proficient email marketer, web marketer, and social media marketer. But I had a challenge. I didn’t understand the…
This toilet paper dispenser inspired me to share some thoughts on customer experience, business strategy, and what companies do most wrong: put themselves before the customer. Can’t see anything? Click here to watch on YouTube.
Buying a martial arts black belt from Amazon does not bestow the skills of a martial artist on the buyer. Hiring someone unqualified and giving them the title of CMO does not confer any skills the candidate didn’t already have. Misnaming something to defy reality or take shortcuts never creates the results we want. Take the…
We use the term marketing often, but we rarely talk about markets, the groups of people we market to. What does our market look like? Who’s in our market? If we don’t know who our market is, we’ll spend hours and dollars in vain, failing to generate results. On the other hand, if we know exactly…
Ishmael asked, … I see people with no experience get jobs at the top agencies whereas I am struggling. For example, recently I got denied a job due to the fact that I wore a suit and the agency didn’t like that. Do you have an advice as to how I should approach interviews and…
We often hear management consultants reference the phrase, “People, Process, Technology” as a way of explaining the critical success factors for organizational change. How does this framework apply? How does it integrate with strategy? Definition of Strategy Before we leap into the model, let’s set some fundamentals. What is strategy? I’ve written about this many…
Most business and marketing people, when asked, couldn’t tell you what a strategy looks like. They couldn’t tell you what a strategy even was. This isn’t necessarily a bad thing or somehow their fault; it’s just a fact that businesses do a poor job of teaching strategy. The answer to this question of what strategy…
What is Valuable in the Age of Generative AI? One of the most persistent questions in business, and in life, remains: “what is valuable?” In 2017, we explored this question and concluded that value is often tied to scarcity and necessity. This foundational principle still holds true, but the business landscape has shifted dramatically, especially…
