John Wanamaker famously said, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” You can replace the word advertising with the words tactics or projects and the statement would still be true for most companies. Answer: The tactics or projects that waste our time, money and resources are the ones that aren’t in support of a specific strategy. If you are engaged in a tactic looking for a strategy, you’re wasting your time and the company
A notable business leader once told an audience I was in, “tactics eat strategies for lunch.” That is akin to saying “if we throw stuff against the wall really well, something is bound to stick.” Without a strategy, you might not like what you’re stuck with.
At the beginning of a project, I ask to see my client’s current strategic growth plan. I have only received three types of plans: 1) The Situation Analysis—This “strategic” document provides a detailed and thorough investigation of the situation, but it doesn’t actually specify any action. So, the question is: what do we do now? This is a useless document. These plans wind up in a file cabinet never to be seen again. 2) The Sales Projection—This “strategic” document is filled
Consistently keeping your brand promise employs three concepts of cognitive psychology: consistency principle, confirmatory bias and contrast principle. Consistency is a primary motivator of human behavior. We crave consistency. By contrast, inconsistency is considered to be undesirable. How would you like to be described as erratic, unpredictable, or unstable? As Dr. Robert Cialdini wrote in his book Influence, Science and Practice, “Like most other forms of automatic respon
A brand is not a logo, or color palette, or snappy slogan, or catchy jingle. A brand is a promise you make with your customers to consistently behave according to the position that you have declared: highest quality, lowest prices, friendliest service, etc. Your brand is a promise. Live up to it every day. Sign up here to join my tribe of folks with big brains and even bigger hearts. You will receive my weekly blog plus FREE access to the Personal Brand Image Online Workshop!
A participation trophy is one that is awarded for simply participating in something. The concept has stirred the wrath of the people, as it does every decade or so, by professional football player James Harrison, for refusing to allow his children to receive a trophy for merely “showing up.” To many, this is a discussion about values, but to me it is a discussion of value. Since this is a topic involving sports and trophies, let’s explore the concept of value using three spor