Disruptive Data Technology

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Disruptive Data Technology ®
How to succeed without asking consumers any questions.

Disruptive Data Technology ® is a proprietary data-creation tool exclusive to Calle & Company. www.callecompany.com The revolutionary data-creation process stimulates consumer minds with over 10,000 Product Potentials®, eliminating the pitfalls and poor traditions of question-based marketing. This proven system of invention, innovation, and information makes companies more valuable by generating proprietary marketing intelligence that can help you launch more successful new products and brands and get a foothold in new markets when tackling and toppling market leaders. Project owners charged with creating sustaining innovations profit from new not commoditized data, a distinct advantage over a company’s normal diet of day-old data-salad. Do you like to feel the thrill of insight when a solution that had eluded you, or straightforward problem solving suddenly becomes obvious? Here are many other good reasons why top companies employ exclusive Disruptive Data Technology.

· Jump Start! The process exposes target audience consumers to over 10,000 Product Potentials®. It gives everyone so much more to talk about than what they already know.
· Confidence! More CEOs are satisfied with their innovation ROI.
· Proven! By 100 companies including P&G, J&J, Pepsi and Frito-Lay.
· Experience! It takes less time to learn everything for the first time.
· Effective! Pound for pound marketing solutions deliver more-bang for the buck.
· Excitement! The process releases right-brain top-line creative and strategic endorphins.
· Collaborate! The process quickly builds conviction and consensus with everyone on the same page.
· Enthusiasm! We reveal deeply hidden, never before seen product features, functions, benefits and category attributes.
· Resurrection! DDT® turns poor concepts, bad ideas and line extensions into mega-marvels.
· Clean Sweep! DDT® is a proven clutter buster and differentiator for advertising and positioning strategists.
· Communicate! Americans fear public speaking. Exclusive Consumer-Creative® materials ensure everyone’s 100% participation.
· Work Out! The process exercises creative muscles that otherwise get flabby.
· Accountability! By asking consumers no questions they can tell you no lies.
· Level the Playing Field! The process eliminates focus group leaders who try to impress by pretending to be smart.
· Culturally-Influential® Insights! Reach far beyond linear trend, brand map, laddering, needs segmentation and agency reviews.
· Integrity! Consumers create. Someone else does not do the work or thinking for them.
· Awe! Answers are so obvious they’re not obvious. Solutions are abstract and more engaging, not forced or contrived.
· Freshness! DDT puts you a day ahead of consumers, not a day behind. In-Market solutions stay fresher longer.
· Allegiance! Consumers will not surf past ads as if they were 10 years old before they were new.
· Smart! The process won’t waste money reconfirming or reinventing the things you already know.
· Forward Thinking! Gathering and measuring data about things that have already happened is reactive. This process is proactive.
· Inquisitive! We all ask questions. We all ask the same questions. We rarely ask new questions. Afraid of looking dumb younger marketers won’t ask questions. Are we asking the right questions? When you ask questions you don’t get the voice of the consumer you get the voice of the inquirer through the question being asked, a form of bias that will lead you astray.
· Time Saving! A career’s worth of experience can be had in six weeks - much less than a lifetime.
· Patents! Deliverables are proprietary, not syndicated. There are no contracts. No retainers. No obligations for free proposals.
· Pragmatic! We don’t believe the words “SELL” and “SUIT” are 4-letter words.
· Work Ethic! DDT® proven faster and less expensive than any other business development activity. It gets things done.
· Commitment! Few people are pragmatic top line right brain creative thinkers. They need the help of our proven Abstract Dimensioning® and Multi-Dimensional Creativity® stimuli materials to jump start innovation.
· EASY TO REACH! 714.244.9511 24/7

Email: future@callecompany.com Web Site: www.callecompany.com

Clutter Polution Solution

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Oh my God. Stop pointing fingers. When you do, remember that three fingers are pointing back at you. If you want to create effective ads that people pay attention to you must stop asking questions and start stimulating consumer minds with 10,000 product potentials offered by my firm. It will give you far greater learning latitude than you've ever peviously enjoyed! Why stop asking questions?

1)By the time you ask a question, it's too late. It's already happened and you are a step behind the consumer - that's what bores them - you are reactive.

2)Most Americans never went to college - your ads are above them, or beneath them - but because you are an expert, and they are not, it's hard to hit the target when you don't know where it is.

3)Rip a page out of sales training. When you are new at sales you do great, because you are new and enthusistic - then you become an expert and go into a slump - happens all the time. Net net. Too many "experts" make ads.

Why else should you start stimulating minds and slashing budgets with IRI, BASES, NIELSEN, etc.?
4)It’s faster and less expensive than gathering and analyzing data.
5)Consumer attention spans are shorter than 500-word USA today articles.
6)It gives everyone so much more to talk about than what they already know.
7)It’s proactive, not reactive - you create exceptions that become the rules.
8)It won’t reiterate the things you already know.
9)It sets sights beyond needs, segmentation, product features, functions or benefits.
10)It defeats commoditization.
11)It turns mature earnings brands and companies back into rapid growth businesses.
12)It focuses consumers on your objective, not their fears, worries and suspicions.
13)It increases consumer’s attention span. Dollars become more effective.
14)The yields are fresh, not soft and too ripe to ship to market.
15)Results are proprietary not syndicated.
16)No other company does this.

Question based marketing: Pitfalls or a Poor Tradition

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What's wrong with research? There is no "Ultimate Marketing Question." When you ask questions, you are always a step behind the consumer, never a step ahead.
(Background context: You can find plenty of smart, talented, successful people who are able to take their business only so far because of the limitations of their leadership and vision. Your organization's ability to grow is directly tied to your ability and desire to become a smarter, more talented and successful leader. That is the Law of the Lid. If you want to reach new level of effectiveness in your job, raise your lid. If you want to grow your company, grow your lid. If you want to increase shareholder value, increase your lid. Excerpt from The 21 Irrefutable Laws of Leadership by John C. Maxwell)

Prologue: It’s been 47 years since Calle & Company rocked marketing by creating a brand, Chunky Soup, by stimulating consumer minds with 10,000 Product Potentials - and without asking consumers a single question. Great ROI. Since then, the proponents of question-based marketing and analytics have pulled the wool over everyone’s eye – arresting the speed and development of the consumer product industry.

What’s important about finding marketing solutions without asking consumers questions? You are more likely to win more hands and eliminate bluffs. Imagine you are in a poker game facing 5 category rivals. You are dealt five cards: IRI, Nielsen, BASES, Landor and JD Power. You have a wild card, an advertising agency up your sleeve. You want to discard Landor hoping to draw a McKinsey, Bain or BCG, but realize, “Despite solid balance sheets and healthy profit margins, the US$ 2 trillion consumer packaged goods industry has lost much of its glow. Revenues and market values are flat, and executives wonder where the growth will come from.” None of the above have answers. So you fold – because the definition of failure would be to continue to do things the same way and expect different results.

Most CEOs report disappointment with their innovation return on investment. Most new products fail – because your company has been drawing data from the same deck for years - And when you ask questions you don’t get the voice of the consumer - you get the voice of the inquirer through the question being asked – a form of bias that will lead you astray.

14 REASONS why Calle & Company stimulates minds with Product Dimensions®

Calle & Company doesn’t ask questions. We invent information specializing in new product and product positioning innovation. Our 10,000 Product Dimensions give you far greater learning latitude than you’ve ever had before. Why do we stimulate consumer minds?

-Most Americans never went to college.
-It’s faster and less expensive than gathering and analyzing data.
-Consumer attention spans are shorter than 500-word USA today articles.
-It gives everyone so much more to talk about than what they already know.
-It’s proactive, not reactive - you create exceptions that become the rules.
-It won’t reiterate the things you already know.
-It sets sights beyond needs, segmentation, product features, functions or benefits.
-It defeats commoditization.
-It turns mature earnings brands and companies back into rapid growth businesses.
-It focuses consumers on your objective, not their fears, worries and suspicions.
-It increases consumer’s attention span. Dollars become more effective.
-The yields are fresh, not soft and too ripe to ship to market.
-Results are proprietary not syndicated.
-No other company does this.

Do you like to feel the thrill of insight when a solution that had eluded you suddenly becomes obvious? For thousands of years people have said that insight feels different from more straightforward problem solving. Experience this thrill more often. Contact Calle & Company. http://www.callecompany.com -
email: future@callecompany.com