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
Tag: marketing
Ads Are Like Manure
PT Barnum had this to say about advertisements, Advertising is to a genuine article what manure is to the land - it largely increases the product. You still need a solid product or service, but talking about it helps expand its footprint. Ads in and of themselves are nothing. But if they support a “genuine … Continue reading Ads Are Like Manure
Podcast Of The Week: It’s Not Easy Being (Or Marketing) Green
Terry O’Reilly’s Under The Influence podcast does a very interesting dive into “green” marketing. He looks at where it started, how it's changed, and gives some ideas for marketers in 2022 to stay relevant in a quickly shifting space. These are the stories that move markets, pay attention.
Don’t Mess With Texas
Texas had a littering problem. People were chucking stuff out of their windows while driving and it was making a mess. In 5 years they achieved a 75% decline in littering. Here’s what they did. They painted a clear picture of what was going on and what needed to be done. They pointed at shared … Continue reading Don’t Mess With Texas
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: