2 Percent Creativity - Marketing and Advertising Insights from a Connected Perspective

Decker on Communicating

It is continually exciting to me when checking out the thirty plus RSS feeds that I subscribe to, that I find a new nugget. Bert Decker's blog is just such a discovery and is now feed number thirty-one and a new recommended blog on the 2 Percent roll. I found two great posts today that you must check out.

First, there is the Top Ten Best & Worst Communicators of 2006. Quite the list for sure and very little argument I am sure on most of his choices for each list. I particularly agree with his #2 Best choice of Pastor Rick Warren and #7 Guy Kawasaki. On the Worst list I can certainly agree with his number one choice. She has turned the debate about justice into a really nasty affair.

Secondly, there is his post on the Five Key Principles to Great Communicating. If ever there were a need for better corporate, political and social communicators, the year ahead would be a great time. Bert clearly outlines five keys that can help anyone, even those deathly afraid of public speaking, to effectively communicate what they know or care passionately about.

Another great resource comes to mind. Communicating for a Change: Seven Keys to Irresistible Communication, by Andy Stanley, is one of the best I have read on preparing a message that moves people to action. Although it is primarily a book about preaching (in the biblical sense), don't miss the opportunity to see how the 7 steps outlined in this book can make any CEO, entrepreneur, business person, coach, teacher or anyone who plans to speak to a group, become a great communicator.

Let's make 2007 our year to become better communicators in every part of our lives.

Happy New Year!

Make Something Happen Will You Please!

I saw this posted by Seth Godin the other day on his blog, so I admit, originality is not my claim here. The fact is it inspired me and that is what good marketers are supposed to do. It inspired me because I am in the midst of the very early stages of a new startup and there are days when that little demon on the left shoulder (yes left!) gets me thinking—it won't work. So what do you do?

Well, as Seth so succinctly puts it, make something happen. Make it happen today and everyday for that matter. Do the research, do the math, post the post, search for the domain name, sell something, but for goodness sake, do something NOW!

Here's the rub. There is no magic formula. The real work of going all the way with your idea, your product, your plan is just that—REAL WORK! Here's the good news. Most people won't do it. They'll cheat. They'll give up before they even get going. They'll listen to the little twit on their left shoulder.

Don't do that, do IT! Something, anything that gets you back on track and moving toward your idea, your plan, your customer.

Oh, and one more thing. Did I mention, on your marks, get set......

Thanks Seth!

Glenn

Travel Stories Part II - The Aspen Grove Bed and Breakfast in Beaver Mines, Alberta

After leaving the Okanagan valley we traveled east to the north Kootenay area of Invermere BC and spent a few days at the Panorama Mountain Resort. The experience at this Intrawest resort was less than remarkable and yet, the most expensive stay of our trip. Thankfully, our next stop was the Aspen Grove Bed and Breakfast in southwestern Alberta. Located just 20 minutes southwest of Pincher Creek, Alberta, this wonderful bed and breakfast exceeded all expectations.

Hosts John and Helen Neudorf have turned their charming French Colonial style home on a secluded acreage in the pristine foothills of Southern Alberta's Canadian Rocky Mountains, into an extraordinary home away from home.

Every aspect of this bed and breakfast will comfort you. The sparklingly clean rooms, the cozy, comfy beds, the full kitchen and common areas, the great hot tub and last but certainly not least, the incredible breakfasts served in their pillared dining room, all combine to make the Aspen Grove a five star on anyones list.

We stayed at the Aspen Grove for three nights and it served as a great base to take day trips from and discover all that southern Alberta has to offer. We travelled to Waterton Lakes National Park, toured a Hudderite Colony near Pincher Creek, made it out to Fort MacLeod to see the Mounted Police fort and musical ride and much more.

Be sure and plan a trip to this wonderful area and more than that, be sure and stay with John and Helen at the Aspen Grove Bed and Breakfast!

Travel Stories Part I - The Eden House Bed and Breakfast in Kaleden, BC

This summer, my wife, our youngest son and myself, travelled through the beautiful Canadian provinces of British Columbia and Alberta. Before leaving on our vacation, we had searched out places to stay on the Internet. Bed and Breakfasts and Country Inns were our primary choice, as we wanted to do some research into our next online venture. What a trip it was. The next few posts are focused on three highlights of our trip—three outstanding examples of why staying at a B&B or an Inn, are always better choices than the hotel/motel alternatives.

Our first stop was in an area we frequently visit on our summer vacations. Kaleden, a 4 hour drive due east from Vancouver, is a small enclave situated atop a beautiful hillside, gently sloping to Skaha Lake, one of the Okanagan's biggest lakes. Kaleden is ideally situated between Penticton on the north end of the Lake and Okanagan Falls and the south Okanagan towns of Oliver and Osoyoos. The region is an oasis that is one of the warmest areas in Canada during the summer months. Over the past 15-20 years, this area has become famous for its fine wineries and awesome golf courses and resorts.

We had chosen the Eden House Bed and Breakfast and were fortunate to get the only room they had available for our two night stay. The Master Suite was outstanding. The Eden House is situated on 3.5 acres and is a beautiful log home with several themed rooms, a wonderful outdoor pool area featuring a jacuzzi hot tub and salt water pool. The tasty and ample breakfasts were served outside on the terrace which overlooked the slooping hillside down to the lake. Our experience at this incredible B&B was remarkable in every way.

Our hosts, Matt & Sandy, had just purchased the B&B in the past 4 months and, although they still had that excited look of new business owners on their faces, their commitment to their guests was as if they had had many years of successful experience. This is truly a top choice if you are planning a trip to the south Okanagan!

Intrawest Sold Today

Rather ironic that we would be staying at an Intrawest resort during our vacation and read today that the once darling Canadian success story was sold to an American company. News has been spreading about troubles at Intrawest for a while now, so the sellout is hardly a surprise.

One thing I can tell you about our Intrawest experience this summer at Panorama, is that service and quality have also gone south. We are now in our second suite after arriving to a filthy and noisy first night. Today we moved to a new suite and, believe it or not there was broken glass on the kitchen floor and dirty daipers in a waste basket on the balcony. Plus, there was only one pillow in the 1 bedroom plus condo.

The funny thing (if you are even a little bit sadistic) is that there was a nice, token card on each room's center table signed by apparently the good person who took such care cleaning the place, saying they hoped we liked the job they had done. They even signed it ;-)

Hopefully the big US buyers can fix the problems with Intrawest soon.

Customer Service - The Best Rule

I recently spoke to a customer service team for a very specialized contact center. They are part of a new breed in online lead management. They are practicing the essentials of CEM - Customer Experience Managment. Specializing in the real estate industry, their model could very easily translate to any industry that is concerned about the experience that customers receive when visiting the company's website. More on this subject another time.

What was most interesting about this group was their response to one phrase that I used during the seminar. In a post last week, we talked about the famous 'Rules of the Customer'. Well that got its fair share of laughs and nods, but the one phrase that really got their attention was, "People will not remember what you said.... but, they will remember how you made them feel." It was easy for every member of this very capable response team (their name for contact center staff), to empathize with their customers when they thought about this one phrase.

We have all had those impersonal calls with a customer service representative who is just going through the motions, reading from a script, which is especially noticable when they end the call with a monotone, "is there anything else we can help you with today at XYZ Corp.?" You answer, no thank you and they say, "thank for contacting us today at XYZ Corp." How would you feel after a call like that? Warm? Fuzzy? Yeah, right.

Instead, while clearly focusing on the task at hand (answering the customer's concerns, getting their problem solved or finding the information they need), listen carefully for opportunities to ask questions that will open up a real conversation between two human beings. Use their name and let them know yours. Tell them what you are doing while you are typing away on your computer to find their account, name or retrieve information. Apologize, if you have to, for taking too much time.

Last thought.

The great part about what I am calling the 'Best Rule of the Customer' is this. If you are successful at making people feel good after speaking with you on the phone, you will have accomplished something that is just as important as a happy customer who may then tell others about your great company. You will get positive feedback from more of the people you speak with everyday and that makes what could be a very monotonous job, a truly exciting and fulfilling one instead.

Glenn

Attention Oppressed Workers Everywhere - This One is For You!

Now, here's a lady with some serious gusto! I mean, take it or leave it. Get your own fork. Follow me or get out of my way. I don't think I have read a better post aimed at the dis-eased corporate world, than this one. You must check it out, especially if you are working for a company just to collect the paycheck. Remember folks, it's about making a life—not about making a living. Here's a taste...

So now I want to help your employees leave and start their own business. Regain control of their life. Feel blood pumping in their veins and excitement in their chest as they wake up each day. I honestly wish that it were possible for them to feel that inside your company.

Get the complete post here - Escape from Cubicle Nation: Open letter to CEOs, COOs, CIOs and CFOs across the corporate world.

When The Customer is NOT Always Right

How many times have you heard the age old maxim, "The Customer is Always Right"? I know the first few times I heard it was early on in my sales career and, after having experienced more than a few difficult customers, I was certain there must be an out somewhere. Seth Godin's post on the subject highlights a picture of a rock with 'Stew Leonard's' company policy engraved on it:

Our Policy

Rule #1 - The Customer is Always Right

Rule #2 - If the Customer is Ever Wrong, Reread Rule #1

Thankfully Seth provides the out that all marketers and conscientious sales people everywhere need to hear...

Rule #3 - If the Customer is clearly wrong, they are not your customer anymore - FIRE THEM!

Wow. What a relief. Freedom.

Now, here's the most important advice on this subject. When you fire them, be very nice about it, just take away your products and services from them, refuse to do business with them AND recommend them to your arch competitor. Let them try to live up to just Rule 1 & 2.

Let's face it friends, no matter how diligent and caring you and your people are with your most valued customers, at least 2% of them will represent 98% of your biggest problems. Your service and frankly your attitude with suffer, if you cannot learn how to effectively FIRE the worst 2%.

Glenn

What Customers Want - the 5 F's

We've been very busy over the past few weeks, preparing a new business plan for our main gig and as a result, unable to update the blog as often as we would have liked. Sincerest apologies to you all.

One positive thing that has come out of this process (one that you can choose to either dread or embrace as the best way to evaluate or re-evaluate your business opportunity), is the focus we have had on 'being' our customer. This company (the current main gig that is), is very much a web-based product and service. We are both B2B and B2C, which presents its own challenges. Here's what we have learned...

It is all about what the customer WANTS!

A great resource for building an effective business plan that we heartily recommend and have used to assist our clients, is The Successful Business Plan: Secrets and Strategies, by Rhonda Abrahm. During this most recent exercise and our diversion into the customer realm, we rediscovered the 'Five F's' that are so well articulated in this book.

What Customers Want: The Five F’s

1. Functions.

How does your product or service meet their concrete needs? This goes well beyond the obvious feature/benefit type discussions. It's about how your product or service gets the job done!

2. Finances.

How will the purchase affect their overall financial situation? Not just in savings over competitive products, but time savings, efficencies, work-flow, more done in less time, etc.

3. Freedom.

How convenient is it to purchase and use your product or service? For those of you who are an online business or want to be, pay very close attention to this one. Think of the many airlines that you have attempted to reserve a flight with online and given up and had to just call or have gone to another website!

4. Feelings.

How does your product or service make customers feel about themselves, and how does it affect and relate to their self-image?

5. Future.

How will they deal with the product or service and company over time?

Now, think about your selling strategy or selling process, if you are in sales. If you can answer these five 'wants' what do you think your chances of winning are? The Five F's make the perfect order for any presentation on your product or service.

As Zig Ziglar likes to say, "if you help enough people get what they really want, you will get what you want."

Glenn

Customer Evangelism and How to Identify Your Evangelists

It was during our weekly sales meeting this morning, that I directed our team to this great post on one our favorite blogs - Church of the Customer. The subject of customer evangelism is little understood by most businesses today and yet it is truly right in front of us each day, when we interact with our best customers.

I asked a simple question of our team today. What are the top three reasons our customers buy from us (we build web applications for real estate agents). Well, the responses were on the table very quickly. "Our search engine postings," said one, "the quality of our leads," said another and "our great marketing package," said a third. They were all correct, but they were also all wrong. Here's why...

Two weeks ago we were at a real estate convention in San Francisco and met some of our customers face-to-face. We had sent out invitations via email asking our customers to visit our hospitality suite while at the convention, meet the team and see what was new with our company and products. During the meet and greet we had some great opportunities to hear what our customers really think about us. It was an informal time over a light lunch and with a short, but sweet presentation by yours truly.

As the gathering was concluding, one of our customers was on the way out the door and, as he shook my hand he said, "I always new there was more to being a part this network than just the leads and the websites." This is a potential customer evangelist.

A few weeks prior to the convention, I was reading a real estate mailing list and saw someone asking a question about our company. It was one of those questions that was more like an accusation. "Have any of you heard of these guys, they're trying to sell me really hard and I have never heard of them." Well, I was a little concerned about this and waited patiently for the digest of the list to arrive in my email the next day. When the digest arrived I quickly scanned the headlines to see if there were any responses. There were two.

The first was from a guy who hadn't any experience with us, but suggested that they not bother with us if we were too high pressure. The second post made my day. It was from one of our customers. She said, "I have been dealing with this company for 4 years. They are one of the most professional, trustworthy and helpful companies I have dealt with. I would give up all the other online companies I use through my broker, franchise and relo divisions, before I would give up working with them."

Wow, was I relieved! She IS an EVANGELIST. This customer made that leap that true evangelists make. She didn't have to put her name and reputation on the line, but she did and she is OUR customer! Do you think we should do something special for her?

My advice to you. Go ask your sales or customer service staff to be on the look out for your best customers. Ask the right questions to find out who they are and then.... treat them very special. What will happen? Well, I'm not going to tell you, you'll just have to find out for yourself.

Glenn

iBelieve and Devotion to All Things Apple

Here's one that is 2% marketing to say the least. The folks at iBelieve have taken their devotion to the Apple iPod to what might be the most targeted marketing I have seen in a long time. First, you have to have an iPod Shuffle. Not an iPod standard, mini or Nano. Secondly, you must feel comfortable wearing your religious convictions on your chest. Finally, you have to believe!

Link: devoted1.com.

Peter Drucker 1909 - 2005

It was just a few weeks ago that we commented on a famous quote by Mr. Drucker, "the aim of marketing is to make selling superflous." Well, this afternoon, we hear that at 95 years of age, Peter Drucker has past away.

As the article in the Financial Times says, he didn't particularly appreciate the title of 'guru', however, that's what he was and is to the generation of managers and marketers who grew up under his words of wisdom.

Thinking Creatively - Thinking Differently

Sometime last week, I received an email from a friend with a link to this wonderful and famous tv commercial that appeared several years ago. I remembered the initial campaign and yet there were tears in my eyes once again. Some things are classics and this is quite possibly, as the subject line in my friend's email asked, "The Best Commercial Ever?"

Forget about which OS you prefer and put all system biases aside, this is storytelling that captures the heart of what is possible for your brand. In a competitive world where there is always someone who is bigger than you, where there is a lot of noise, where the customer is still not being served, you can still find a way to tell your story. You just have to Think Different.

Listen to the spot very carefully, do you recognize the narrator? The words he speaks and his delivery, makes the story powerful and trustworthy. There's a lot that goes into 'telling' your story.

Getting Into the 2% Zone

It is probably ranks right up there with the pursuit of the fountain of youth. If only someone could articulate the exact methodolgy for improving your personal creativity, or write 'the' How-to Book on tapping the stream of consciousness that is creative thinking, they would be very rich indeed.

Last night, I had the opportunity to attend my son's (age 10) choir concert. They have been practicing for months. Well, the kids were awesome (proud Dad viewpoint notwithstanding ;-). The highlight of the evening however, wasn't just the kids, it was the concert by the professionals -- the Vancouver Chamber Choir. A very talented group of 20 men and women who sing with an incredible display of power and grace. As I sat there watching and listening, I was immediately struct by the thought, "I need to do this more often".

Those who know me well will attest that, although I am a musician who does appreciate all forms of music, including the classics, I would more likely be found at a McCartney concert, than a chamber choir. This must change. You see, sitting there last night, watching and listening to what appeared effortless, but was the result of great inspiration and vision, long hours of practice and incredible teamwork, I caught a glimpse of creativity -- the 2% variety.

If you want to connect with your creative abilities, to free your mind and thoughts so that you might have that momentary flash of creative thinking, you need to step out much more often than you currently make time for and do exactly what I did last night. Get out of your routine, do something different, go somewhere you haven't been before or in a long while -- something you would not normally do that involves things that are true, beautiful, excellent.

Now, here's the secret sauce....

While you are listening, watching or experiencing these incredible things, a moment will occur that happens to us all. The point where, in total awe, we proclaim to ourselves, "I wish I could do or be something this incredible". It is in these moments when we sense a lack of faith in ourselves, in our own abilities, that we have actually arrived at the point where real creativity can happen.

Just a thought.

Glenn

Are You, Your Product or Company Worth Talking About?

The major reason why word-of-mouth hasn't taken off is not because marketers lack the metrics to measure it. It's because most products, services, and businesses simply aren't worth talking about.

OUCH! The above quote from Brand Autopsy's post on Measuring Word-of-Mouth, should be like a dagger to heart of every marketer. Why? Because it is so true.

The buzz is all about word-of-mouth these days and that is as it should be, however as the folks at BA lament, the focus needs to be on delivering products and services that are worth talking about, not just the metrics. In addition, I'm thinking when we do get down to the measuring, that we might need two buzz meters. One for the good kind of WOM and one for the not so good.

Link: Brand Autopsy: Measuring Word-of-Mouth.

Adrants - NHL Ad Called Gratuitous

One of our favorite blogs, Adrants, recently ran a piece on the NHL's new ad campaign. The story centered around the obvious feminist take on the ads, calling them gratuitous for the use of an attractive women dressed in a push-up bra massaging an actor playing an NHL player. As is often the case, the more important story is lost or stolen by those who want to tell the same old story. For the record, YES, the ad is ridiculously gratuitous, get over it. The real sad thing about these ads, is the disconnect the NHL has with its true fan base. More...

These ads are designed purely for the US market. NHL President, Gary Bettman and his marketing boys need to learn the 2% rule here. Instead, they are attempting to market the game to the 98% who really don't care?

The NHL is not the NBA and will never be the NBA in America. Millions of little boys who currently play pick-up ball in the neighborhood court, will not likely be strapping on the blades and heading off to the few rinks that exist in many southern US cities, anytime soon. Not in this generation.

The big, hollywood production only serves to alienate the diehard hockey fan, both Canadian and American, while leaving the baseball, football, basketball and possibly the texas holdem fan to ask, what's a puck?

For the great game that is NHL hockey to make it in US cities in which it is currently struggling, the game needs to offer the diehard fan, a compelling reason to tell its story. No true fan will point to the current crop of ads and say to their best buddy, "hey, now do you wanna come to a game?"

The new deal the owners hammered out with the NHLPA is a very good start. Small market teams will be able to compete, especially in Canada where the majority of the NHL's players are still raised on good old Canadian beef.

Messing with the rules, another attempt to make the game more palatable in the US... oooohhhh.... don't get me started!

Aunt Roslyn's Sagely Advice

A post today on Tom Peters blog, tells the story of Steve's Aunt Roslyn and a comment she made to him recently...

"Just because we can connect, should we? I hear people on their cell phones ask, 'What did you do today? Nothing? Ok, I'll call you later.' Are we just afraid that if we're alone we might have to think? If we have a bad thought, are we afraid we can't face it? Or are we afraid we'll have no thought?"

Several studies have been done in the past five years, that indicate too much time spent each day reading and responding to emails, blog posts, SMS's, etc. may dramatically effect your creativity and critical thinking. Aunt Roslyn, at 80 years young, certainly gives us something to think about.

Now, what was I thinking about a minute ago?

When Service Can Hurt Sales

Went to my local Apple dealer today to replace a defective monitor cable for my PowerBook. I have dealt with this store for about 15 years. It has been the only Apple dealer in town until Best Buy recently opened up. Here's the problem.

I line up to pay for this small item. I am 6th in line. There are three sales/service staff behind the counter. Two are serving customers with dead computers. People are not happy and they have driven from miles away. There are four customers standing in front of new MAC products and iPod Nano displays waiting to be served. You can hear the sad stories about the dead MAC's throughout the store and worse, you can hear the Saturday staff say, "we'll have someone look at it Monday or when we can, there's nothing we can do today".

ATTENTION STORE OWNER - move your service department to another location or entrance OR do something in the 2% category, like in a loud voice proclaim, "WE WILL HAVE SOMEONE LOOK AFTER IT AS SOON AS OUR SUPER DUPER SERVICE STAFF ARE IN MONDAY MORNING - BUT FOR TODAY PLEASE ACCEPT THE USE OF A NEW APPLE IPOD, IBOOK OR SOME OTHER FEEL GOOD PRONOUCEMENT".

Seriously, is it that difficult to understand. Service is sales, both before and after I buy from you. By the way, Best Buy has a separate area of the store for returns, exchanges AND another separate area for dead stuff.

Getting Real: Forget feature requests

Jason Fried is one of the pithy guys behind 37 Signals, developers of Basecamp, the best web based, project planning software out there. We have been using their ProjectPath for about a year and recommend it highly. In this post, Jason does what Jason does best... publically let his customers know that he is not listening to them. Don't misunderstand, he knows what he is doing. Check out his latest bit here.

As you will see, the post is right up front and to the point. Forget feature requests. The best part is the 47 (as of this writing) comments he has stirred up and the hidden gem, he knows or doesn't care that his 'customers' are reading it. As Seth would say, "it's all part of the story". Good stuff indeed.

What Are the 2% Doing Today?

As I stood on the peak of the mountain we were hiking the other day, I took this picture and several thoughts came to my mind (click on picture for bigger version). The first was, "what is everyone else doing today?" Working away in their offices, flying here, driving there, everyone striving in their own way, to be in a place just like this, right now. Then the second question came flooding into mind, "how many people in the world were in a place just like this, just as spectacular, whether scenic or otherwise, right now?" Would that be 2% of the world?

Well, I realize that the thin air may have been getting to me, but let me ask you this question about your company, your product, your service... does your customer experience the 2% view? I believe that 100% of those who were on the mountain top with me would have agreed that the place, the view, the experience was awesome. Nobody said, "well, I have seen better or I would change this or that."

Think on these things.

The place? Salt Spring Island, BC, Canada. Be sure and visit someday.

Correction in iFulfill story

If you are someone who buys the notion that the blogging bubble must burst, examples like today's misquoting faux-paux by Stephen Baker, the resulting rant of injustice (justifiable I will add), by blogging evangelist B.L. Ochman and the surprise, surprise correction by Mr. Baker (way to go big guy), well, you just have to believe that there is something truly powerful going on here.

It's the conversation, the instant notification, the response mechanism, the correction, the feed and the speed. I would throw in the word democracy, but us Canadians don't feel comfortable talking politics with strangers ;-)

It is such a rare occasion when agents of change in our world are so visible and yet, the nay sayers, the pundits and the stinkin' thinkers (nod to Zig there) will always be with us. Forget them—embrace change.

The medium of the Internet revolutionized communication through email, as well as expression and business via the WWW. Blogging is the tool that is setting a million voices inside of all those connected people FREE. True journalists (the paid professionals) may snicker at many us for our use and abuse of the King's English, but we don't care. Some of us are and some of what we have to say, is being read. More importantly for many bloggers, we are just happy to have our say.

So there.

Glenn

I changed my mind yesterday

Woah—stop what you are doing! If you are running a company, a team, trying to sell something to someone over the phone or in person for that matter, you must read this post by Seth today. This post really struck a cord with me as we are in the middle of a similar exercise in our company as he is with his summer project as he calls it. Flipping! Do I sense a new book title by our favorite storyteller?

Link: Seth's Blog: I changed my mind yesterday.

Where's the One and Only Sony Gone?

News today about the gloomy financial plight of one of the world's great brands, Sony, begs the question, what happened? Several pundits cite rival Apple's iPod and their dominance of the online music marketplace as examples of where Sony once tread and now, are missing in action. Others will say it is Sony's slumping electronics division and even others, expansion into films and too many other diversions. I suggest it all boils down to one thing....

The 2% factor that only a visionary leader and true marketer brings to the table.

Who remembers when Steve Jobs was turfed from his seat as Apple's boy genius? They brought in the suits, the CFO's and some apparently big names who would make Apple into a real company. The result was near disaster. The escapades of the likes of Sculley, Spindler and Amelio, the successors to Job's job, are legendary as far as unnatural disasters go. Finally, as fate would have it for Apple, the happy ending all employees, evangelists and shareholders were praying for—Steve comes BACK!

What has happened to Apple since his return must go down as one of the best second comings in business history. The translucent iMacs, Titanium Powerbooks, iThis and iThat software and of course, the iPod and iTunes may not be Steve's ideas, but they are clearly Steve inspired. There are striking similarities between Apple and Sony. Unfortunately for Sony, there will be no second comings of their founder and visionary, Akio Morita.

Akio Morita died in 1999. His legacy as an entrepreneur and innovator will be forever etched on the minds of those who worked with him and more importantly, those who attempted to compete with him. Credited with inspiring the Sony Walkman, Betamax VCR, Trinitron Televisions, Akio brought to Sony a commodity that his successors will find difficult, if not impossible to replace. First, he was a rare Japanese businessman. He was a free thinker, an optimist and an entrepreneur. He was instrumental in taking Sony public on the NYSE, the first Japanese company to do so. The products developed and marketed by Sony during his tenure were both innovative and stylish. The marketing line used by the company during the 80's said it all—Sony, the One and Only.

In conclusion, I have a suggestion for Sony shareholders and troubled evangelists. If Sony is ever going to return to glory and if an American is a good choice for the top job (their current CEO is an American), then someone needs to talk with Steve.

News Flash. Apple buys Sony.

Hey, we can always dream.

Glenn

Chevron Adds Flowers to Fuel

You've just gotta love some of things Seth comes up with. See his post on the Chevron station and their lovely display of flowers. I am wondering if Chevron were to place a couple of comfy sofa chairs around the flower table and serve hot coffee, might we just take a break from our self-service world and enjoy the ambience. Good for Chevron though. Anything that breaks the monotony of a commodity is definitely a good thing.

Link: Seth's Blog: But it's only a commodity...

Farmer's Markets Spawn Organic Marketing

Every summer in these parts, the proverbial 'Farmer's Market' is one of the best sources for great marketing, especially the 2% variety. This past weekend was spent with the family at one of North America's premier ski resorts, Whistler, BC, an hour and a half drive north of Vancouver. This trip was a testament to the fact that Whistler is more than just a winter wonderland. Summer at Whistler is absolutely spectacular. From the finest mountain biking and hiking trails, to world class golf and fine dining, Whistler is the place to enjoy the best of summer. Every Sunday throughout the summer you can stroll through Whistler's Upper Village Farmer's Market. Don't be fooled however, there is much more than organic veggies to discover at this market. Several examples of 2% creativity were on display this weekend and we have a few highlights for you to consider...

Since cooking is a diversion I completely enjoy, it is completely understandable that we would find the oils and herbs a natural magnet. The next time you hear of a market and your wife (or hubby for that matter) says, 'oh please, let's go check it out", take the opportunity to check out those merchants who have discovered the 2% difference.

One couple who caught our attention at the market, were the vendors from Whistler Cooks, Grant and Hilarie Cousar. As they put it, their day job is a catering business, but the lovely, bottled sauces that they were presenting at the market, are their retirement plan. Notice the simple but elegant logo and the great bottles with corks of course (click on photo for larger version). Here's how you turn a simple sauce or salad dressing into something that easily fetches $9.00 per bottle (Canadian dollars folks, that's like next to nothing with real US bucks ;-). Of course you could buy some Kraft blah blah for $3.99 at the local Super Store, but their great marketing at least gets you to the point where you do the taste test—SOLD at $18.00 for two bottles thank you very much.

Next we found our friend Jean-Pierre, with the wonderfully packaged herbs, salts, peppers and more. The display was tightly packed and stacked, which gave you the impression that there was a lot more here and yet the focus was clear—herbs are your best friend. The packaging is very simple and even looks somewhat hand written, however the aroma draws you in and you just have to pick one up and smell its particular contents. The mixed, cracked pepper demo is a real treat.

Finally, the Edible Gardens wins top prize for going well beyond the 2% line with its balsamics and oils that are more elegantly bottled than your typical Pinot Noir. I mean Pewter stamped labels adorn these great bottles and the photos, product descriptions and merchandising, easily enable the vendor to pry $14.75 per bottle out of the guy who just bought the organic greens for $2.00 a handful.

So, what can you learn about marketing your brand, your product or your services from today's trendy farmer's markets—TONS! Today's true entrepreneur is alive and well at these events and there is a whole degree in marketing to be gleaned from these thoughtful folks. Hey, why not talk to them and ask them why they do what they are doing? You just might learn something and besides, you will very likely make a purchase that you will proudly display at your next dinner party.

Bon Appetit,

Glenn

Ode to Mr. Ogilvy

I have decided to repurpose and therefore, relaunch my blog as of May 30, 2005. The past year has been a very busy one on both personal and business levels. As a result, the dedication required to make for a useful contribution to the blogosphere has been lacking. Mea Culpa, Mea Culpa, Mea Culpa.

One post I thought I would save from the past is once again my first ....

There have been many firsts in my personal and business life. I was just 20 years old when I first cracked the spine of David Ogilvy's classic, Confessions of an Advertising Man. Instantly I was aware that I had found someone who understood what my mind had been telling me for some time—that there's nothing truly 'new under the sun', but inspiration and creative genius, potentially, YES!

It was during this period of learning and discovering what the world of advertising was all about, that I heard of a quote that was attributed to Mr. Ogilvy. It went like this, "advertising is 98% plagairism and just 2% creativity." I appreciated this sentiment as it indicated a certain level of humility and at the same time it says, most marketing or advertising is in the 98 percentile, it is the 2 percent that is truly remarkable and therefore worth seeking. This mindset has shaped my approach to marketing for the past 30 years and hence, the name of my blog.

Another, was my first great job as a retail salesman for Bay Bloor Radio in Toronto, Canada. The family that owned this wonderful shop gave me what every young entrepreneurial mind needs—opportunity. Concepts like profit margin and paste-up, were terms I regularly dropped at parties to impress upon my friends, that I was both a business and an ad man. These were heady times.

Many years have passed and retail, wholesale, distribution, radio, desktop publishing, fundraising development, music and the web, have all captured my attention along the way. Two things have remained constant in my 25 plus years in business—a passion to avoid growing up and the belief that Marketing is what makes it all tick.

Welcome to my view...