Moments of Truth
In 1989 Jon Carlzon, then President of Scandinavian Airlines wrote a great book titled, "Moments of Truth" (https://amzn.to/3e7PmXA). Carlzon stated that every interaction a prospect or customer has with your company impacts their perception of you. This week I...
Hunting Moose Makes the Big Bucks
David Mayo Loomis is gone to Florida this week, so Steve and his smokin' hot wife, Kay, share one of the most important cornerstones of successful sales and marketing -- hunting moose. In their conversation, they explain why knowing your who your best target market...
Did NASA Invent Velcro?
There is an urban legend, widely circulated, that NASA “invented” Velcro during the Space Race years of the early and middle Sixties. The truth is both more interesting -- and more illuminating. That word “invention” isn’t my favorite, since it seems to imply that a...
A Brilliant Email from Maker’s Mark
For several years I’ve encouraged my BFFs to study and join the Maker’s Mark Ambassador program. It’s a great case study of creating the club everyone wants to be a member of, a great way to be Uncopyable. You might be in that club because of something I said! On July...
This is Definitely Something You Can Steal
My smokin' hot wife, Kay, recently received an email from the company we use for our furnace service. This is VERY SMART MARKETING and a great example of Stealing Genius.
How To Create Powerful, Uncopyable Experiences For Your Target Customer
I was recently interviewed by John Jantsch for the Duct Tape Marketing Podcast, We’re talking about my latest book — Stealing Genuis: The Seven Levels of Adaptive Innovation. Improvement is not innovation and innovation is essential if your aim is to survive in...
THE UNCOPYABLE APPROACH TO COVID MARKETING – AN INTERVIEW
We are ALL different now That means your prospects and customers are different now, too. In fact, profoundly different. I'm willing to bet you have not recognized this profound change I refer to and, as a result, have not modified your marketing and communication...
A Different Perspective On Being Thankful Using Mental Subtraction
In the movie, "It's a Wonderful Life," George Bailey (Jimmy Stewart) finds himself broke and no means to pay some big bills. Distraught he considers committing suicide so his wife would get insurance money. When that fails, he laments, "Maybe I should have never been...
How to Use Empathy Marketing and Creating the Rules
Before Covid it was pretty common for us to treat our personal and professional lives as somewhat separate. B2B companies didn't use empathy marketing. Because of Covid, though, the overlap of home and office has grown a lot. If you're not embracing honest empathy...
Account-Based Marketing is a Shiny Object
One of the current hot business marketing fads is "account-based marketing," or ABM. On the surface, ABM sounds really cool and very, very smart. And some of the new jargon used by ABM providers is just techno-babble. It seems to almost as popular today as "pivot."...
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