Valuation Keeps Storytellers Honest And Number Crunchers Relevant

I keep coming back to this Aswath Damodaran idea lately.  Valuation is the bridge that keeps storytellers honest and number crunchers relevant.  If you live in a spreadsheet you’ve got data but no stories. Nobody is going to care what your numbers are.  If you can tell a good story but have no data to … Continue reading Valuation Keeps Storytellers Honest And Number Crunchers Relevant

Podcast Of The Week: Godin And Koppelman (The Marketing Of Climate Change)

Seth Godin is back on Brian Koppelman’s The Moment podcast. I love that they’re friends and record these conversations for us to hear. While some of you will get very hyped up about what Godin’s latest book is about, some others amongst you will probably be hyped up against it. Listen with the intent of … Continue reading Podcast Of The Week: Godin And Koppelman (The Marketing Of Climate Change)

Understanding Aspirations To Drive Sales

How you position your client's aspirations is the most critical driver of your sales.  This Ash Ambirge (the middle finger project) quote nails it, When the lottery wants to boost ticket sales, they don’t raise the odds. They raise the jackpot. Why? Because people don’t buy odds, they buy dreams.  What does your client want?  … Continue reading Understanding Aspirations To Drive Sales

Tyrell’s Chips Tyrrellbly Studyable Ad Campaign

Advertising guru Dave Trott shared this Tyrell’s Chips ad with this comment: This campaign mentions all the product points, with a really well branded line, and the graphics exactly match the pack. Look it up on YouTube, this is how you do a campaign of short 10 & 20 spots imho. Watch this video (10 … Continue reading Tyrell’s Chips Tyrrellbly Studyable Ad Campaign

The Two Things You Need To Communicate “Value”

There are two things you have to know to communicate your value: The value you think you’re creating, and Why the person you’re creating it for thinks it’s valuable Lemonade stands are great, but mostly in summer and not in the winter.  If you make the stand because people like lemonade, don’t be surprised when your … Continue reading The Two Things You Need To Communicate “Value”

If You Want To Get Ahead, You Have To Learn Their Language

Everything’s a peacock feather.  Or, as Rory Sutherland says, “A flower is just a weed with a marketing budget.”  The bigger the corporate ladder, the fancier the terms. If you want to climb it, learn the terms and learn what they really mean.  Likewise, if you want to climb any ladder, figure out the words … Continue reading If You Want To Get Ahead, You Have To Learn Their Language

Search Is Good. But Being Found Is Where It’s At. Here’s How:

Search is a great surface-level activity.  In less than 10 seconds, especially if your Google-fu is strong, you can find just about anyone or anything.  Cool. Cool? Cool. Sure.  But being found is a next-level activity. And a problem (that’s masquerading as an opportunity).  Once you search something with a question (“oh my god is … Continue reading Search Is Good. But Being Found Is Where It’s At. Here’s How: