Why?

Because an Allstate commercial
mentioned recession.
The viewer remembered the commercial,
the mention of recession
and especially Allstate.

Being first meant taking criticism
(we’re not officially in a recession
and the Allstate commercial, in fact,
doesn’t say we are)
but that is more than offset
by being remembered.

But not by writing what
everyone else is.

Raelene Gorlinsky, publisher for Ellora’s Cave,
points out that the
two big money making genres
are
erotica and sci fi romance.

Why?

Because these novels aren’t
as readily available from the print publishers.
To compete with the big publishers,
eBook publishers have to offer something unique.

Is your offering unique?

Is being messy a bad thing?
Not if you’re organized.
Studies show that messy people
make more money than non-messy people.

Why?

Mess analyst David H. Freedman thinks
it may be because the world is messy
and neat people can’t cope.

He also says
“If you’re going to do stuff,
you will make a mess.”

“Double your pleasure,
double your fun.”

Yep, the Doublemint slogan.
He is also shown in the video
opening the distinctive silver paper covered stick.

Is this a happy coincidence
for Wrigleys?
No.
Wrigleys has partnered
with
Ne-Yo, Chris Brown, and Julianne Hough
to remake
Big Red, Doublemint, and Juicy Fruit
jingles.

A marketer’s dream.
Chris Brown’s Forever
has been downloaded
on YouTube over 20 million
(yes, million)
times.

The word is used so often
prospects filter it out.

Instead talk about the specific benefits
but avoid too much medical lingo.

Be specific, not scientific
(put the scientific on the website).

Which route to take?
It depends on what future challenges
the company will face.

Business succession expert
John Szold advises
to groom internal candidates for leadership
if the company expects the future
to be “business as usual”,
with
no fundamental changes.

If the business landscape is expected to change
dramatically
(the merging of tv and internet as an example),
then an outside candidate may
have the new skill sets required.

That is a good deal
if you are buying.
A bad deal
if you are selling.

How to avoid having your margins squeezed
by auctions?

GE’s CIO Gary Reiner
explains their strategy…
“The more commodity-like the part or service is,
the easier it is to auction;
and the more differentiated,
the less easy it is to auction.
By design, every year we try to make
more of our business portfolio be
products and services that are noncommodity -
that are differentiated.
So we have been fortunate not to be
as auctioned on the sell side as
we are on the buy side.”

Are your products noncommodity?

The innovation leaders are the start ups.
They’re forced in that role.

Bernie Hadley-Beauregard,
founder of Brandever Strategy Inc.,
says start ups become successful
“By taking chances that the
large competitors dare not take.”

If your new product isn’t risky,
it has either been done
or been tested and failed.

Entrepreneurship is NOT for the cautious.
It is NOT a direct route to wealth
and being able to risk everything
to feed a hungry start up
is necessary for business building success.

As David “Patch” Patchell-Evans,
the multi-millionaire founder of
GoodLife Fitness Clubs states
“You have to be able to
risk the mortgage.”

“There are a lot of whatever people.
I don’t want to be a whatever person.
I’m not a control freak
but I’m not a victim.”

Don’t be a whatever person.
Have a plan.