Author Archive
Smoke ‘em if you got ‘em
Here’s a business tip I learnt the hard way:
If you get a gig, job, order, project, piece of work or commission, do it NOW.
If you don’t, it may not be there tomorrow.
For several reasons.
Unkind Cut
A large IT firm gave me 100 recruitment ads to critique.
I toiled for much of Easter, getting 50 done.
Then I rewarded [...]
Sour Cream & the Metagame
We can reasonably describe business as a game.
There are certainly winners and losers.
Gaming is an important analogy.
These days, it’s not enough to merely play the game.
Because chances are, your customers are playing the metagame.
What’s the Metagame?
The metagame comprises all out-of-game elements that affect in-game decisions.
You’re playing the metagame if:
Having learnt from past poker nights [...]
Should We Tell Them about Nanna?
Disease is visiting my family.
I’ll spare you the details; it’s life and we all must live it.
The question is, do our private lives concern our customers?
Family Feud
Fonnie and I differ on so little, it’s significant when we retain opposing views.
Hers is that family affairs have nothing to do with business.
Mine is that clients appreciate candour [...]
Strap Yourself In!
The ripping response to our elevator pitch debate got me thinking of an even shorter (yet possibly more important) business branding element.
The strap line.
Also called the tag, tag line, end line, slogan and motto, this is a short, memorable phrase designed to connect consumers with a product, campaign or organisation. (Once again, Wikipedia nails it.)
For [...]
Tomorrow’s Loot Today!
Do your customers pay it forward?
I wasn’t going to do a tax post, but something unprecedented and rather special happened this week.
One of my newest clients asked if she could pay me a chunk of change now for work I’ll do next year.
After deliberating for several nanoseconds, I agreed.
I like this deal very [...]
Elevate My Mind
Going … Going …
In response to my recent topic struggle, Naomi kindly offered some suggestions.
Top of her list was: Elevator Pitch.
As someone who avoids cities, buildings, elevators, people, hands, eyes and conversations, I’m not the best possible ambassador for this important business tool.
This, however, creates a magnificent opportunity for you to step in.
Definition
Wikipedia’s (Empire-abridged) [...]
What Does Exclusive Mean?
Not with those shoes!
As we’ve gathered a galaxy of brilliant brains to this blog, there’s something I wish to ask.
Something that’s been bugging me for decades:
Does exclusive actually mean anything in business?
I’m not sure it does.
A Lot of it about
Google yields 0.9 billion results for exclusive. That’s thrice more than for bread.
It’s obvious exclusive [...]
Busy Brains
My subconscious says Hi!
I often say our subconscious is a powerful, problem-solving ally.
Last night mine (let’s call him SC) gave us this blog post.
I’ll be interested to see if you prefer his writing to mine.
Stumped for a good topic, I was awake and worried at 5 am.
I asked SC if he’d help.
He didn’t answer directly [...]
Whistle While You Work?
Now hear this!
Speaking of music, do you use it at work?
Or would that fry your brain?
Below are a few case studies.
Let’s see if one calls your tune.
Trade Mark
Almost every tradie I’ve seen has a battered boom box blasting brash commercial radio.
The station is always slightly de-tuned so the voicesss orrr gorrrbled and the [...]
Interesting Conflicts
Have you been tempted?
These days, ‘conflict of interest’ seems to mean:
If it’s in my interest, there’s no conflict!
I don’t quite see it that way.
But I have.
Old School
When working for an ad agency, I was surprised to find myself writing for two BIG FIVE* clients in the same week.
I strive to do my best. So unless [...]
