Thursday, July 31, 2008
Wednesday, July 30, 2008
Tuesday, July 29, 2008
Monday, July 28, 2008
Tuesday, July 22, 2008
Saturday, July 19, 2008
Friday, July 18, 2008
Thursday, July 17, 2008
Is making the customer "Believe" in your marketing proposition, a necessary and sufficient condition of a successful sales pitch?
Wednesday, July 16, 2008
Tuesday, July 15, 2008
Ever spend time searching only to find that the results you need are buried under irrelevant ones? With the Scour voting and comment system, the goal is to introduce the human element of searching allowing you and all other Scour members to speak up and help shape the results with every search. See a result that doesn't match your search? Vote it down? See a site that is exactly what you wanted? Vote it up and tell us all why you liked it. After enough votes, the listings will move down in rank, placing the relevant ones where they should be, at the top! When using Scour you can read user reviews about websites based on your keyword taking a lot of the guesswork out of searching and getting to you destination quicker.
The top search engines make billions of dollars a year in advertising revenue, wouldn't it be cool if the users got a piece of that too? Enter Scour Points! Every member is awarded one point for every search, two for a vote and three for a comment with a maximum of 4 points a search. Once you aggregate at least 6,500 points you can cash them out for a $25 Visa gift card... it's more than you currently make from searching, right? On top of that, we offer referral points for the friends you introduce to Scour where you can earn 25% of the points they make. So if you invited 25 friends that used scour regularly in addition to yourself, that's an easy $125 in your pocket for a year of what you already do! Check out how much you could earn with the Scour Points Calculator. This isn't a pyramid scheme and we're not trying to get you rich quick, we just think it's a good idea to share our success with those who help make it possible.
Monday, July 14, 2008
Very often, managers view any product, service, idea, technology, or process that is new (to them) or different as an insight or innovation. (Well just because it's new to you doesn't mean it's new to the rest of us) (An old mentor tipped me off to this type of behavior chastising me for being too busy learning everything all over again for the first time) So I think quality insights are so hard to find because we don't know how to find them. Most companies have reliable resources in place to 'gather' and 'measure' data, but gathering and mining data is only a reflection of current consumer habits and practices and no matter how hard you look at the past it will not deliver what you need for the present. So what do you need instead? Why a knowledge creation process of course! Something that can create new consumer knowledge that has not yet existed to be gathered and measured. That's how you improve consumer behavior and take your highly saturated and penetrated category and take it another quantum leap forward - the same way Pampers learned to take disposable diaper's 'fit' and 'dryness' for granted and put the brand on the much larger 'development' footprint back in the early 1980s. Or the same way Folgers went from generic 'sensory' advertising (Mountain Grown/Richest Kind) to 'control's' best part of waking up is caffiene in my cup - recently sold to JM Smucker for $1.6 billion. That stuff sure does help me work and play well with others - especially in the AM! Now that was an insight!
Why else are good insights so hard to find? It's a matter of exposure. The rule of thumb is "The more you expose yourself too the more likely you are to succeed." But apparently you can't expose yourself to a whole lot by gathering and measuring data. And companies don't want to take on additional external resources. Sounds penny wise and pound foolish!
So if business managers are running businesses and making decisions based on gathered and measured data and have not exposed themselved to knowledge creation processes could that be the reason so much of American business is only managed to meet the numbers? Kraft can predict it's sales based on predicted birth rates over the next 5 to 10 years. Doesn't take many if any profound insights to pull that off. Is that the kind of business management that's going to bail Starbucks or General Motors out of a jam? Is this why technology is king in the new creativity economy? Well, lets forget about technology and product design. It's too easy to reverse engineer and copy.
So what is an insight?
An insight is the realization of value from a new solution to a problem that rewrites the rules of the game. In order for something to qualify as a true insight
- It must engage a creative process,
- It must be distinctive,
- And it must yield a measurable impact.
Thursday, July 10, 2008
Tuesday, July 08, 2008
Wednesday, July 02, 2008
- Q-Tips (feel as good as sex when you use them)
- Band-Aids (they stick well)
- Neosporin/Polysporin (never bought anything else for scrapes)
- Hellmann's Mayo (thank Laura Ries for pointing out REAL)
- Coke (and only Coke) (never tried Diet/Zero/New/Vanilla, etc.)
- NPR (National Public Radio is the best)(The Christian Science Monitor was a close second)
- The Beatles (ok, I do like other bands, but not with the same total immersion)
- Walter Cronkite/Chet Huntley/David Brinkley (great news anchor brands - after them, the news became, well, not news)
- Acura (biggest bang for the buck - my 91 Legend is over a quarter million miles without a single repair issue. Have only changed the fluids, tires and brakes - still runs like new)
- Maxfield Parrish (one of a kind great graphic artist)
As far as any other consumer good or category goes, I must admit, I have accepted substitutes, misplaced my loyalty and shopped on price percieving your brand to be a commodity.
So what's your top ten brand list? Post it here. Do you have an imaginary brand list for new products not yet invented? Mine starts off with Vel-Close and ends with OraQuel. What are they? I'll show you mine if you show me yours. Thanks!