advertisement advertisement Here’s a trivia question for you: What was George Harrison’s last released single? The answer, as it turns out, is Any Road, a song that reminds us, “if you don’t know where you’re going, any road will take you there.” This poignant parting gift from the youngest Beatle is worth singing right about now as we plot our annual resolutions for our brands, if not our lives. Of course, singing is one thing, and resolving to do things is quite another. To get us all on the right track, I first consulted with trailblazing marketers at Cablevision, Eloqua, Fandango, IBM, PetCo, SAP, and the Grammys. Their insights, based on longer separate interviews, form the basis for these 8 “must do” resolutions for marketers seeking a clear direction on the road ahead. 1. I will have a systematic means of measuring marketing effectiveness. The need for meaningful metrics has never been greater yet seemingly more … [Read more...] about 8 Bold Resolutions For Marketers
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While Occupy protesters are holding sit-ins in foreclosed homes and pledging to default on their student loans, Madison Avenue, too, is targeting Wall Street’s abusive practices. The Consumer Finance Protection Bureau, the new government agency formerly led by high-profile Senate candidate Elizabeth Warren, has just unveiled a prototype of a new, radically simplified credit card agreement, with the aim of letting Americans take control of their credit by making the information in their contracts much more clear advertisement The designer is Peter Sunna, who’s worked for brands like Burton and Microsoft, and who was recruited by none other than the cutting-edge marketing group Co: Collective, an outfit highlighted for its innovative business structure in Fast Company‘s Future of Advertising piece. (Sunna also did the identity design for Co:Collective’s new coworking space Grind. Two-thirds of consumers say they don’t understand how their credit cards … [Read more...] about Could Better Design Reform The Banking Industry?
One day, MailChimp CEO Ben Chestnut discovered that his company had acquired a new tagline. Chestnut hadn’t approved, or even known about this rather significant new bit of corporate identity, but there it was–“Love What You Do”–on the footer of the company website. At most companies, changing a piece of punctuation in a line of ad copy takes three weeks of meetings between about 14 people across six departments. So typically this would be the kind of occasion that terms like “tearing a new one” and “terminated with extreme prejudice” were made for. advertisement advertisement But there would be no new orifices created that day. Chestnut, the founder of email marketing and newsletter company MailChimp, does things a little differently. He stormed into the marketing and design departments and demanded they come up with a coloring book called Love What You Do, featuring baby Freddie Chimpenheimer (excerpt: “Hi … [Read more...] about MailChimp Grants Employees “Permission To Be Creative”
“If I’m willing to pay $100 for someone to bring me a glass of fresh milk from an Omaha dairy cow right now, there might very well be a guy who would be super happy to do that, but he doesn’t know that I’m the crazy guy who is willing to pay $100.” Bo Fishback was on stage at the “Big Omaha” startup conference in 2011, trying to explain how his company Zaarly was designed to make that connection between the person with more money than time and anyone who, finding themselves in the opposite situation, could fulfill his hankering for local farm products. “It creates instantly the ultimate opt-in employment market, where there is no excuse for people who say, ‘I don’t know how to get a job, I don’t know how to get started.'” Fishback wrapped up his presentation with a flourish: A man in a baseball cap arrived, cow in tow, with a tall plastic jug of milk. advertisement advertisement Neither Fishback nor I … [Read more...] about Pixel & Dimed On (Not) Getting By in the Gig Economy
advertisement advertisement Technical proficiency, once a guarantee of lifetime employment, has become commoditized in today’s job market. What employers now want, and what truly differentiates high and low performers, is attitude. But finding the “right” attitude isn’t just about figuring out whom you should hire, it also requires identifying the people you shouldn’t consider hiring. When Leadership IQ recently tracked 20,000 new hires over a three-year period, we found that 46 percent failed in one way or another, 35 percent became middle performers, and only 19 percent went on to become legitimate high performers. If you round the numbers a bit, this means that out of every 10 new hires, about 5 will fail, 3 will do okay, and 2 will be great. Imagine if you could eliminate the 5 who fail and keep the other ratios the same. So for every 10 people you hire, 6 will do okay and 4 will be great. In other words, if the only change you made … [Read more...] about Talented Terrors, “Bless Their Hearts,” And Other Job Candidates You Should Avoid Like The Plague