I got re-energized yesterday. I was reminded once again how much fun it can be to be in business.

I was doing some free marketing reviews sponsored by a client of mine. I went to their offices, they spread the word, and several of their clients came in for a free review of their current plan for attracting business. The goal was to add to the good parts, eliminate any waste and shed some new light from a customer's point of view. It was a win-win-win proposition.

And I left feeling like I had just downed the business version of an energy drink. There was excitement!

These people were passionate, energetic, smart, proactive, and excited about what they were doing. It's not hard to help people like that!

"Iron sharpens iron," the saying goes. I think we all need to make a habit of spending time around creative, active people. I'm glad I did!

Labels: creativity, customer centered, differentiation, management, planning, strategy

One of the most memorable Inc. Magazine articles I've ever read was about the founding of Tommy Bahama. In short, three guys with successful careers started talking about the island lifestyle.

But not just talking about it. They literally created a character, Tommy Bahama, and invented stories about him, his career path, his sensibilities, his style. They created the persona -- what he was like, what he valued, what he wore.

Today we have the advantage of hindsight and recognize Tommy Bahama as a huge and successful brand. But at the time, weren't those guys a little silly? They were grown men. Wouldn't we view that kind of storytelling as odd or even immature?

Well, here's to silliness -- only I would call it sensible silliness. Why would we be surprised that people who lead unusually successful ventures sometimes do unusual things in the process?

Believe me, I have been presented with a lot of pretty wild business and marketing ideas over the years. But I'd rather have it that way than only talking with people who would be embarrassed to push the envelope.

Get a little crazy this week. Think about your business in ways that make you uncomfortable, maybe even silly. You might just stumble onto some real customer insights, competitive differences, or new partnerships. And you might find it makes more sense than you thought.

Labels: creativity, differentiation, management, marketing, planning, strategy

Not every attempt to tie a product to current events is a winner. Not every "buy from us because it's for a good cause" pitch plays well.

But the latest from Dawn dish soap is a very smart move. They are running ads showing their product being used to wash oil off wildlife affected by the oil leak in the Gulf of Mexico. And it's not just ads; it's a dedicated part of their social media and other communications as well.

Three things make it work. First, of course, it's timely. The leak is in everyone's awareness. Second, there is a clear link between product and cause. Supporting different charities or medical research are good causes, but the consumer doesn't always perceive a lasting, logical link.

And third, it works because it is being very tastefully done. They're not bashing the oil company for their spill, the oil industry for destroying the planet, or the President for slow response. They're just contributing what they can, fulfilling a need that is appropriate and easy to support.

There are other dish soaps that cut grease. But only one had the vision to "own" the situation, and I like that.

Labels: advertising, creativity, differentiation, management, marketing, media, messaging, strategy

Labels: bad habits, management, marketing, planning, research, strategy