A Paradox, the doughnut hole. Empty space, once, but now they've learned to market even that. A minus quantity; nothing, rendered edible. I wondered if they might be used-metaphorically, of course-to demonstrate the existence of God. Does naming a sphere of nothingness transmute it into being?
When deeply religious subjects view sacred iconography or reflect on their notion of God, brain scans reveal hyperactivity in the caudate nucleus, a part of the pleasure system that correlates with feelings of joy, love, and serenity. But Lindstrom and Calvert found that this same brain region lights up when subjects view images associated with strong brands like Ferrari or Apple.
Networking isn't how many people you know, it's how many people know you.
An entrepreneur with strong network makes money even when he is asleep.
Making a product is just an activity, making a profit on a product is the achievement.
5 Ways To Build Your Brand on Social Media:1 Post content that add value2 Spread positivity3 Create steady stream of info4 Make an impact5 Be yourself
Tweet others the way you want to be tweeted.
Be creative while inventing ideas, but be disciplined while implementing them.
If you don’t know your tendencies and can’t analyze when you are most effective, then how can you get the most done in the least amount of time with the best results?
Marketing and promoting doesn’t come down to the likes, the pins, the plus ones, the followers, the fans, the friends, the views, or the plays online. Marketing and promoting comes down to the conversions.
The most devastating thing artists can do to their career is get in their own way, and way too many people do. It’s not the labels, the industry, the fans, the cities, the economy, the social media, the marketing, the promoting, the “right time,” the music, or whatever other excuse you can come up with that determines whether you succeed or you fail. It is you—no one else.
Sometime I'm going to do an essay called 'The Virtues of Amateurism' for all of those people who wish they earned their living in the arts. The market kills more artistic people than anything else. It's a world of safety out there, for most people. They want safety, the magazines and manufacturers give them safety, give them homogeneity, give them the familiar and comfortable, don't challenge them.
You turn the book over in your hands, you scan the sentences on the back of the jacket, generic phrases that don't say a great deal. So much the better, there is no message that indiscreetly outshouts the message that the book itself must communicate directly, that you must extract from the book, however much or little it may be. Of course, this circling of the book, too, this reading around it before reading inside it, is a part of the pleasure in a new book, but like all preliminary pleasures, it has its optimal duration if you want it to serve as a thrust toward the more substantial pleasure of the consummation of the act, namely the reading of the book.
Marketing is so powerful that it can make even an extremely untalented musician a one-hundred-hits wonder.
We sometimes try to impress people we just met by not trying to impress them.
There seems to be a direct correlation between the spike in suicides by young people and the increase in cyberbullying amongst young people.
The gravel road widened into a large turnaround where three similar looking and designed brothels sat waiting for customers. They were called Sheila's Front Porch, Tawny's High Five Ranch and Miss Delilah's House of Holies."Nice," Rachel said as we surveyed the scene. "why are these places always named after women -- as if women actually own them?""You got me. I guess Mister Dave's House of Holies wouldn't go over so well with the guys."Rachel smiled."You're right. I guess it's a shrewd move. Name a place of female degradation and slavery after a female and it doesn't sound so bad, does it? It's packaging.
Sadly, the signals that allow men and women to find the partners who most please them are scrambled by the sexual insecurity initiated by beauty thinking. A woman who is self-conscious can't relax to let her sensuality come into play. If she is hungry she will be tense. If she is "done up" she will be on the alert for her reflection in his eyes. If she is ashamed of her body, its movement will be stilled. If she does not feel entitled to claim attention, she will not demand that airspace to shine in. If his field of vision has been boxed in by "beauty"--a box continually shrinking--he simply will not see her, his real love, standing right before him.
Men are visually aroused by women's bodies and less sensitive to their arousal by women's personalities because they are trained early into that response, while women are less visually aroused and more emotionally aroused because that is their training. This asymmetry in sexual education maintains men's power in the myth: They look at women's bodies, evaluate, move on; their own bodies are not looked at, evaluated, and taken or passed over. But there is no "rock called gender" responsible for that; it can change so that real mutuality--an equal gaze, equal vulnerability, equal desire--brings heterosexual men and women together.
What becomes of a man who acquires a beautiful woman, with her "beauty" his sole target? He sabotages himself. He has gained no friend, no ally, no mutual trust: She knows quite well why she has been chosen. He has succeeded in buying something: the esteem of other men who find such an acquisition impressive.
We do not have to spend money and go hungry and struggle and study to become sensual; we always were. We need not believe we must somehow earn good erotic care; we always deserved it. Femaleness and its sexuality are beautiful. Women have long secretly suspected as much. In that sexuality, women are physically beautiful already; superb; breathtaking.Many, many men see this way too. A man who wants to define himself as a real lover of women admires what shows of her past on a woman's face, before she ever saw him, and the adventures and stresses that her body has undergone, the scars of trauma, the changes of childbirth, her distinguishing characteristics, the light is her expression. The number of men who already see in this way is far greater than the arbiters of mass culture would lead us to believe, since the story they need to tell ends with the opposite moral.
Is the beauty myth good to men? It hurts them by teaching them how to avoid loving women. It prevents men from actually seeing women. It does not, contrary to its own professed ideology, stimulate and gratify sexual longing. In suggesting a vision in place of a woman, it has a numbing effect, reducing all senses but the visual, and impairing even that.
Women could probably be trained quite easily to see men first as sexual things. If girls never experienced sexual violence; if a girl's only window on male sexuality were a stream of easily available, well-lit, cheap images of boys slightly older than herself, in their late teens, smiling encouragingly and revealing cuddly erect penises the color of roses or mocha, she might well look at, masturbate to, and, as an adult, "need" beauty pornography based on the bodies of men. And if those initiating penises were represented to the girl as pneumatically erectible, swerving neither left nor right, tasting of cinnamon or forest berries, innocent of random hairs, and ever ready; if they were presented alongside their measurements, length, and circumference to the quarter inch; if they seemed to be available to her with no troublesome personality attached; if her sweet pleasure seemed to be the only reason for them to exist--then a real young man would probably approach the young woman's bed with, to say the least, a failing heart.
Beauty provokes harassment, the law says, but it looks through men's eyes when deciding what provokes it.
A man is unlikely to be brought within earshot of women as they judge men's appearance, height, muscle tone, sexual technique, penis size, personal grooming, or taste in clothes--all of which we do. The fact is that women are able to view men just as men view women, as objects for sexual and aesthetic evaluation; we too are effortlessly able to choose the male "ideal" from a lineup and if we could have male beauty as well as everything else, most of us would not say no. But so what? Given all that, women make the choice, by and large, to take men as human beings first.
Why should her lover, just because he is male, be in a position to judge her against other women? Why must she need to know her position and hate needing to, and hate knowing? Why should his reply have such exaggerated power? And it does. He does not know that what he says will affect the way she feels when they next make love. She is angry for a number of good reasons that may have nothing to do with this particular man's intentions. The exchange reminds her that, in spite of a whole fabric of carefully woven equalities, they are not equal in this way that is so crucial that its snagged thread unravels the rest.
Young women today feel vulnerable to judgment; if a harsh sentence is passed (or even suspected or projected), it is not her reputation that suffers so much as the stability of her moral universe. They did not have long to explore the sexual revolution and make it their own. Before the old chains had grown cold, while young women were still rubbing the circulation back into their ankles and taking tentative steps forward, the beauty industries levied a heavy toll on further investigations, and beauty pornography offered them designer bondage.
Beauty" and sexuality are both commonly misunderstood as some transcendent inevitable fact; falsely interlocking the two makes it seem doubly true that a woman must be "beautiful" to be sexual. That of course is not true at all. The definitions of both "beautiful" and "sexual" constantly change to serve the social order, and the connection between the two is a recent invention.
When [beauty pornography is] aimed at men, its effect is to keep them from finding peace in sexual love. The fleeting chimera of the airbrushed centerfold, always receding before him, keeps the man destabilized in pursuit, unable to focus on the beauty of the woman--known, marked, lined, familiar—-who hands him the paper every morning.
Self-denial can lock women into a smug and critical condescension to other, less devout women.According to Appel, cult members develop..."an attitude of moral superiority, a contempt for secular laws, rigidity of thought, and the diminution of regard for the individual." A premium is placed on conformity to the cult group; deviation is penalized. "Beauty" is derivative; conforming to the Iron Maiden [an intrinsically unattainable standard of beauty that is then used to punish women physically and psychologically for failure to achieve and conform to it] is "beautiful." The aim of beauty thinking, about weight or age, is rigid female thought. Cult members are urged to sever all ties with the past: "I destroyed all my fat photographs!"; "It's a new me!
The beauty myth of the present is more insidious than any mystique of femininity yet: A century ago, Nora slammed the door of the doll's house; a generation ago, women turned their backs on the consumer heaven of the isolated multiapplianced home; but where women are trapped today, there is no door to slam. The contemporary ravages of the beauty backlash are destroying women physically and depleting us psychologically. If we are to free ourselves from the dead weight that has once again been made out of femaleness, it is not ballots or lobbyists or placards that women will need first; it is a new way to see.
Cosmetic surgery is not "cosmetic," and human flesh is not "plastic." Even the names trivialize what it is. It's not like ironing wrinkles in fabric, or tuning up a car, or altering outmoded clothes, the current metaphors. Trivialization and infantilization pervade the surgeons' language when they speak to women: "a nip," a "tummy tuck."...Surgery changes one forever, the mind as well as the body. If we don't start to speak of it as serious, the millennium of the man-made woman will be upon us, and we will have had no choice.
As soon as a woman's primary social value could no longer be defined as the attainment of virtuous domesticity, the beauty myth redefined it as the attainment of virtuous beauty. It did so to substitute both a new consumer imperative and a new justification for economic unfairness in the workplace where the old ones had lost their hold over newly liberated women.
The surgeons are playing on the myth's double standard for the function of the body. A man's thigh is for walking, but a woman's is for walking and looking "beautiful." If women can walk but believe our limbs look wrong, we feel that our bodies cannot do what they are meant to do; we feel as genuinely deformed and disabled as the unwilling Victorian hypochondriac felt ill.
In a sexual double standard as to who receives consumer protection, it seems that if what you do is done to women in the name of beauty, you may do what you like. It is illegal to claim that something grows hair, or makes you taller, or restores virility, if it does not. It is difficult to imagine that the baldness remedy Minoxidil would be on the market if it had killed nine French and at least eleven American men. In contrast, the long-term effects of Retin-A are still unknown--Dr. Stuart Yusps of the National Cancer Institute refers to its prescription as "a human experiment"--and the Food and Drug Administration has not approved it yet dermatologists are prescribing it to women at a revenue of over $150 million a year.
In drawing attention to the physical characteristics of women leaders, they can be dismissed as either too pretty or too ugly. The net effect is to prevent women's identification with the issues. If the public women is stigmatized as too 'pretty,' she's a threat, a rival--or simply not serious; if derided as too 'ugly,' one risks tarring oneself with the same brush by identifying oneself with her agenda.
Why does the social order feel the need to defend itself by evading the fact of real women, our faces and voices and bodies, and reducing the meaning of women to these formulaic and endlessly reproduced "beautiful" images? Though unconscious personal anxieties can be a powerful force in the creation of a vital lie, economic necessity practically guarantees it. An economy that depends on slavery needs to promote images of slaves that "justify" the institution of slavery. Western economies are absolutely dependent now on the continued underpayment of women. An idealogy that makes women feel "worth less" was urgently needed to counteract the way feminism had begun to make us feel worth more. This does not require a conspiracy; merely an atmosphere. The contemporary economy depends right now on the representation of women within the beauty myth.
Where woman do not fit the Iron Maiden [societal expectations/assumptions about women's bodies], we are now being called monstrous, and the Iron Maiden is exactly that which no woman fits, or fits forever. A woman is being asked to feel like a monster now though she is whole and fully physically functional. The surgeons are playing on the myth's double standard for the function of the body. A man's thigh is for walking, but a woman's is for walking and looking "beautiful." If women can walk but believe our limbs look wrong, we feel that our bodies cannot do what they are meant to do; we feel as genuinely deformed and disabled as the unwilling Victorian hypochondriac felt ill.
Sexual satisfaction eases the stranglehold of materialism, since status symbols no longer look sexual, but irrelevant. Product lust weakens where emotional and sexual lust intensifies. The price we pay for artificially buoying up this market is our heart's desire. The beauty myth keeps a gap of fantasy between men and women. That gap is made with mirrors; no law of nature supports it. It keeps us spending vast sums of money and looking distractedly around us, but its smoke and reflection interfere with our freedom to be sexually ourselves.
Modern cosmetic surgeons have a direct financial interest in a social role for women that requires them to feel ugly. They do not simply advertise for a share of a market that already exists: Their advertisements create new markets. It is a boom industry because it is influentially placed to create its own demand through the pairing of text with ads in women's magazines. The industry takes out ads and gets coverage; women get cut open. They pay their money and they takes their chances. As surgeons grow richer, they are able to command larger and brighter ad spaces.
There was a product which seemed attractive, expensive, portable, beautiful and simple. Everybody talked about its beauty but they bought it for it's simplicity.
We've seen how beautiful it can be to follow Jesus into this new way of being human. But one of the things I love most about Jesus is how much He loves humanity in its brokenness. If He was surrounded by fractured people then, why would we expect it to be any different now? I actually think it is a larger mistake when we Christians attempt to pretend that our lives are more together than they really are in order to "manage our image" before the broader culture. Come look at our perfect church and our perfect family. And if you join us, maybe one day you, too, can have a perfect life! That kind of spin is a breeding ground for disappointment.
To gain your share of the market, you must show how your company is different and how your culture produces a unique experience for your customers, leaving no room for competition. And that, Bombshell, is your brand.
In the end, every startup is different. But in the beginning every startup is the same.
Some artists benefit less from being interviewed than they do from being left alone.
Feedback doesn’t tell you about yourself. It tells you about the person giving the feedback. In other words, if someone says your work is gorgeous, that just tells you about *their* taste. If you put out a new product and it doesn’t sell at all, that tells you something about what your audience does and doesn’t want. When we look at praise and criticism as information about the people giving it, we tend to get really curious about the feedback, rather than dejected or defensive.
Partially undermining the manufacturer's ability to assert that its work constituted a meaningful contribution to mankind was the frivolous way in which it went about marketing its products. Grief was the only rational response to the news that an employee had spent three months devising a supermarket promotion based on an offer of free stickers of cartoon characters called the Fimbles. Why had the grown-ups so churlishly abdicated their responsibilities? Were there not more important ambitions to be met before Death showed himself on the horizon in his hooded black cloak, his scythe slung over his shoulder?
WE MAY FEEL...BUT WE DON'TWe may feel the need to change employment, but we don’t.We may feel the need to start a specific project, but we don’t.We may feel the need to pursue higher education, but we don’tWe may feel the need to heal a broken relationship, but we don’t.We may feel the need to work to improve our spiritual lives, but we don’t.We may feel the need to take steps toward a healthier physical or emotional life for ourselves and/or our family, but again, we don’t.(This list could likely go on for eternity.)The desire for progression is innate, but the problem we face is that the actual act of progression is also a choice.Without embracing our inherent need for progress, for positive growth and/or change, we’ll still go on living....But at what cost?
We’re all scared.Yes, all of us. I’m afraid every day. If I’m not afraid, I must not be doing something I need to be doing. I believe that when you’re doing important work, you feel fear because you don’t want to fail. The challenge is to not let the fear stop you from doing the work that will enable you to achieve your goals. You need to recognize the fear for what it is and allow your “why” (your compelling vision) for what you’re doing be bigger than the fear itself.So where do you start? Identify your fears. As they say, "name it to tame it." Then, move forward.
Is it weird that when I see a cool t shirt or pick up a toothbrush or see a new car I don't think about the product itself? I think about the thousands of people and dollars to make it.I think about how the retailer that took the risk to buy and resell it. Then I work backwards to the store costs, the distributer who got it there, the shipping company that brought it over from China, the factory workers that made it, the people that sourced the materials and the people that harvested the raw materials, and on and on...The global economy is amazing. Your $20 t-shirt is a freaking miracle.
What does a ship absolutely need to stay afloat? I’m not a mariner, so I can’t exactly say. . . but what I can tell you is that ships don’t absolutely need lighthouses—but they sure do help!When it comes to acting on inspired ideas, it’s easy to trick ourselves into thinking we don’t really need to do them, but that’s like a ship ignoring the beacon of light on a rocky shore.
Share your success stories with others. Don't brag, but don't hide your light. People want (and need) to be inspired and instructed. I know I want to follow and learn from successful people. Isn't that the basis for every business and self-help book? People will also give you good ideas to build on your own wins when you share openly. And when you write out your wins to an audience, your own ideas start to grow within you. Will you try? What's a win you've had lately? Don't be shy about it.
Pondering the legitimate modern day problem of intellectual bullies. Self-proclaimed smarties attacking the innocent. They revel in being politically correct, all-loving and open-minded while not applying these principles to themselves.The ultimate double standard in the name of truth and acceptance. It's sad.This is not a post about anyone in particular. This is an observation over years.Have you seen it? Call it out when you do.The offender won't know what to do because they know that you know their game.
People love to say, “You gotta fake it till you make it.” But this implies that the fake you is someone better than who you inherently are, and this is simply not the truth. Let me say this loud and clear: the person you imagine yourself to be in the very best and most powerful moments of your life, is the authentic you. And in truth, I imagine you’re probably much more amazing even than that.
There's no "get rich quick." There's no "overnight success." However, this doesn't mean that when you decide to start a business that you're just starting. You could start making new money tomorrow. I was fishing with my son and taught him that you can't catch a fish unless your line is in the water. A truth my dad once taught me. You may have spent years learning a skill or creating a product or service that you just simply haven't thought to monetize. Like leaving a fishing pole on the ground along side the river, but not having your line in the water yet. All you need to create a new stream of income is to make something consumable and offer it at a price that someone will pay. If you're not making offers, you're not making money. Get your line in the water!
College does not equal job security. Entrepreneurship does not equal job security. For heaven's sake, "job security" does not equal job security. So what do you do? Don't be a one-trick pony. Add real value in everything you do. But most of all, study and apply business models. No matter what discipline you come from. Learn how to add value so that value can flow in the form of money to you. That, my friends, is job security. Learn where money comes from and you'll know where to turn when life throws a curve.
What is good customer service about then?One word: caring.Bad customer service happens when the employee doesn't care.You could chalk it up to low wages or getting paid regardless of results. But that's not it either.Hiring managers need to do two things and two things only:1. Hire employees that ALREADY care and are ALREADY motivated.2. Repeat step 1.When this is done, everything changes. People are happy on both sides of the table.Costs for management and training plummet
Ever feel like you're always winding up and never throwing it out? You might blame it on perfectionism or procrastination or preparation. You may even call it prudent. But whatever it is...IT'S NOT WORKING. I call this phenomenon "petrified performance." Where you're busy, busy, busy (on the wrong activities or the right activities for too long), and never accomplishing the idea or task you set out to do. You're stuck. Like a tree that once was lively is now dead and immovable like a stone. What once was a fluid idea is now frozen in time. How do you overcome petrified performance? With practice, silly. Everything you do should be considered a "project" because projects have a beginning and an end with a timeline. No more dreaming. Wake up and put those dreams to work by putting the steps necessary to make them happen on the calendar. Are you willing to practice? That's my prescription.
Success brings a measure of credibility. The fastest way to turn credibility into authority is to deliver results. The best way to deliver results is to help others succeed. You can help others succeed by being helpful. Always look for ways to be helpful. Helpful people are always in demand.
7 TRUTHS ABOUT MONEY, WORTH, HAPPINESS & CHOICE1. Money does not validate your personal worth. Just because the financial world uses the term "worth" as it applies to business, does not mean it applies to you as a person. People get that mixed up all the time and it's dangerous. You are worthy just for being. Remember that. You are priceless.2. When you like yourself regardless of the size of your bank account, success will follow because you're already successful. Think about it. Success begets success. Deal with that self-loathing garbage that holds you back, like yourself and get to work. 3. Don't try to validate your personal worth with money. If you do, your self-esteem may go up or down with the size of your bank account or the success or failure of your next venture. That's no way to live.4. The fallacy is that the more money you have the happier you are. Some of the saddest people in the world are filthy rich. That said, some of the happiest people are filthy rich. Likewise, some of the saddest people and some of the happiest people are dirt poor. Money is not the deciding factor in your happiness. You are the deciding factor in your own happiness. Take 100% responsibility for your life and watch magic happen.5. Now don't get me wrong. I live in the 21st century too. Money is like air. You don't know how important it is until it runs out. Money to humans is like water to fish. You can't live without it. Money is how we survive and money impacts our happiness, freedom, how and where we live and our ability to make various choices. 6. In the end, a) money will never determine your personal worth because you are worthy just by the fact that you are here, b) money may impact your happiness, but happiness is a choice regardless of the size of your bank account, and c) money is necessary to survive and enhances your circumstance.7) Bringing it all together: given a choice (which you are if you are reading this mini-essay), why not a) choose to believe you are already worthy regardless of your financial situation, b) make happiness a habit, and c) get a mentor to learn how to earn more income so you never run out of air or water?
FIND YOUR WEIRDFinding your weird is a lot like finding your voice. Although, your voice is more about your passion, your story, your way of communicating with the world.Your weird is that thing you do that people would miss if you were gone.Your weird is the thing that keeps your followers following you.Your weird puts a smile on a face or an idea in a mind or money in your pocket.Your weird is how we remember you.What's your weird?If you don't know, ask someone. Ask lots of people!When you embrace your weird, you love your life, share your story, meet new people, experience great things, freak yourself out, live on purpose, "save the whales," enjoy the moment.Find your weird.But first, breathe.
IT'S TIME TO LEARN YOUR A.B.C.sAlwaysBE CONFIDENTConfidence is a feeling, feel it.AlwaysBE CREATIVECreativity is an ability, enable it.AlwaysBE CURIOUSCuriosity is a desire, desire it.AlwaysBE COMPASSIONATE Compassion is an awareness, be aware.AlwaysBE CHARITABLE Charity is generous, be generous.AlwaysBE CONSIDERATEConsideration is thoughtful, think.AlwaysBE COURTEOUSCourtesy is a mindset, be mindful.AlwaysBE COACHABLECoachability is a willingness, be willing.AlwaysBE COMMITTEDCommitment is purpose, live on purpose.AlwaysBE CARINGCaring is giving, give.
MESSAGE + MISSION = MOVEMENT Its not that you want to be on TV or the radio or in a magazine. If no one watched or listened or read, you wouldn't care about those mediums. What you want is an audience. You want to be seen and heard. You have a message to share. That said, the world has giving you your own TV channel (YouTube and any other video platform). The world has given you a radio station and even hosts (podcasts). The world has given you your own magazine and newspaper (websites, blogs, etc). YOU ARE SEEN AND HEARD. YOU ARE ALREADY STANDING ON THE STAGE. NOW WHAT?We are watching and listening.
During the inevitable times when you feel like your work has no meaning, find meaning at home. If you need something more to feel creative or need extra cash, then moonlight: start dream projects after work hours. At some point in time, a successful side project can become your main project and you’ll be fortunate enough to make your work and your dreams become one. || You should always have meaning outside the workplace. Work to support your lifestyle — don’t live to support your work.
One day employers will need to incentivize employees to actually work in an office. The office, in many ways, is obsolete. The office is more and more becoming a place for wasteful meetings and the work is actually being done at home. A Results-Only-Work-Environment (ROWE) is the path of future location-independent businesses.
He knows how to market himself well. Nowadays, that's all that seems to count. He's rebellious in a way that appeals to people with vain, shallow taste. So of course he manipulates his audiences with the blessing of his recording company and the financial investors behind his brand.
They told me exactly how it worked, the marketing of it. Our target market was always going to be young teenage girls, because boys are into sports, and they like buying jerseys and caps and so on, for baseball or football, things of that nature, whereas the girls are totally enthralled with the band. . . . They don’t have money, but they have access to a large supply of it: their aunts, uncles, grandmas, grandpas, who would spend money on them for a concert or merchandise sooner than they would spend it on themselves.
You have a very high probability of your quote and your name being distributed, posted, and shared around the world!
The entire principle of a blind taste test was ridiculous. They shouldn't have cared so much that they were losing blind taste tests with old Coke, and we shouldn't at all be surprised that Pepsi's dominance in blind taste tests never translated to much in the real world. Why not? Because in the real world, no one ever drinks Coca-Cola blind.
Starshine’s greatest challenge is deciding whether a woman is too young to soothe or too old to shame. Handling the men is much easier. They may feign interest in figures and photos, but their underlying interest is for breasts and thighs. A generous smile often adds an extra zero to a check; an additional inch of exposed cleavage can clothe five Laotian children. The vast majority of these men do not expect to purchase Starshine’s favors. They are husbands, fathers, pillars of the community, the sort of upstanding middle-aged patriarchs who would rather castrate their libidos than compromise their reputations, and even if their three-digit donations could earn them a quickie with the canvasser, they would deny themselves the pleasure.
Improvement is not enough, you also needs innovation.
Improvement is not enough, you also need innovation.
Negotiation is permissible for mediocrity not for excellence.
In spite of hopes to the contrary, pornography and mass culture are working to collapse sexuality with rape, reinforcing the patterns of male dominance and female submission so that many young people believe this is simply the way sex it. This means that many of the rapists of the future will believe they are behaving within socially accepted norms.
Advertising and marketing philosophies that thrive on emphasizing 'natural' differences don't stay in the realm of advertising and marketing--they spill into how we justify sexism and racism at every life stage.
The rise of feminist underpants is a weird twist on Karl Marx's theory of commodity fetishism, wherein consumer products once divorced from inherent use value are imbued with all sorts of meaning. To brand something as feminist doesn't involve ideology, or labor, or policy, or specific actions or processes. It's just a matter of saying, 'This is feminist because we say it is.
Empowertising not only builds on the idea that any choice is a feminist choice if a self-labeled feminist deems it so, but takes it a little bit further to suggest that being female is in itself something that deserves celebration.
In a time of feminism taken into account, there's a sense that if one's choices--even in something as minor as a favorite chill-out show--can't be rationalized, they should probably be kept quiet. As with most-feminist movies and most-feminist underpants, this suggests that feminism is a unvarying foundation of a larger system. It suggests feminism is something that either is or is not okay to consume, rather than a sense through which creators and audiences see stories, characters, and communication.
The internet and online communication is the window into your world - but real life, in person communication / connection is the door.
Remember that your fans are your lifeblood. See that you know who they are, and give them a reason to follow you. Be sure to thank them, often, for caring enough to support you. They’re responsible for your success just as much as you are.
What we at first deem useless might end up being the next bestseller. It can be the product's novelty, fun factor or sheer stupidity. Whatever the case, just remember there's always room on the market for an original business idea.
Advertising is far more than just a communications industry. It's a problem-solving industry that also teaches you about life, how it encourages you to focus your thinking and produce something of genuine value. Why? Because that will make the advertising task so much easier. You're not equipped with a unique set of insights and experiences across a broad range of markets, allowing you to bring clarity and inspiration to anything you wish to produce.
By using repetition, images, and other strategies - all of which communicate truths in ways that are not cognitively or propositional - marketing forms us into the kind of persons who want to buy beer to have meaningful relationships, or to buy a car to be respected, or buy the latest thing to come along simply to satisfy the desire that has been formed and implanted in us. It is important to appreciate that these disciplinary mechanisms transmit values and truth claims, but not via propositions or cognitive means; rather, the values are transmitted more covertly...This covertness of the operation is also what makes it so powerful: the truths are inscribed in us through the powerful instruments of imagination and ritual.
THE ORGANIC FOODS MYTHA few decades ago, a woman tried to sue a butter company that had printed the word 'LITE' on its product's packaging. She claimed to have gained so much weight from eating the butter, even though it was labeled as being 'LITE'. In court, the lawyer representing the butter company simply held up the container of butter and said to the judge, "My client did not lie. The container is indeed 'light in weight'. The woman lost the case.In a marketing class in college, we were assigned this case study to show us that 'puffery' is legal. This means that you can deceptively use words with double meanings to sell a product, even though they could mislead customers into thinking your words mean something different. I am using this example to touch upon the myth of organic foods. If I was a lawyer representing a company that had labeled its oranges as being organic, and a man was suing my client because he found out that the oranges were being sprayed with toxins, my defense opening statement would be very simple: "If it's not plastic or metallic, it's organic."Most products labeled as being organic are not really organic. This is the truth. You pay premium prices for products you think are grown without chemicals, but most products are. If an apple is labeled as being organic, it could mean two things. Either the apple tree itself is free from chemicals, or just the soil. One or the other, but rarely both. The truth is, the word 'organic' can mean many things, and taking a farmer to court would be difficult if you found out his fruits were indeed sprayed with pesticides. After all, all organisms on earth are scientifically labeled as being organic, unless they are made of plastic or metal. The word 'organic' comes from the word 'organism', meaning something that is, or once was, living and breathing air, water and sunlight.So, the next time you stroll through your local supermarket and see brown pears that are labeled as being organic, know that they could have been third-rate fare sourced from the last day of a weekend market, and have been re-labeled to be sold to a gullible crowd for a premium price. I have a friend who thinks that organic foods have to look beat up and deformed because the use of chemicals is what makes them look perfect and flawless. This is not true. Chemical-free foods can look perfect if grown in your backyard. If you go to jungles or forests untouched by man, you will see fruit and vegetables that look like they sprouted from trees from Heaven. So be cautious the next time you buy anything labeled as 'organic'. Unless you personally know the farmer or the company selling the products, don't trust what you read. You, me, and everything on land and sea are organic.Suzy Kassem,Truth Is Crying
If you would not spend time looking at it, do not ship it. One of the best quality assurance rules of thumb is to avoid publishing content that you would not consume. Simple, yet so hard to execute on. My audience deserves my very best. Repeat that to yourself every single day.
Design is your silent storyteller. The visual aesthetic you share with the world tells a story about the values you uphold. When your audience is not ready or willing to listen, a strong visual can capture even the most evasive of minds. Design is not ornamental or secondary: it can propel your stories far beyond the spaces you initially planned for.
I would love to tell you that being a content manager is easy. Straightforward. That you will be able to focus on what is most important and leave everything else aside. But a lot of it is learning to create something compelling in the middle of an absolute whirlwind. Learning to use a huge list of tools that need to be sharpened every day. It is about zooming out when you need big picture thinking, and zooming in when the details need to be ironed out. Managing content, business expectations, and human beings: all at once.
You can practice your grumpy face a million times, you can make a dog surf, you can explode in laughter like Chewbacca mom, and still not “go viral”. You can, however, secure incredibly valuable exposure by spending more time on distribution.
Some creators shy away from systems because they seem overpowering and rigid. However, in reality, strong systems are the only way in which you will ever have time and space for flexibility. This is true for content production, business, and many other areas of life.
I cannot stress this enough: content creators need to stop comparing their work with that of total strangers. Furthermore, we need to stop seeing ourselves as content consumers and realize that, as producers, we need time and distance from what is already out there in order to create truly innovative work. If you are always exposing your mind to others’ work, when will you gain the strength to create your own? Find a balance between inspiration and creation, and make sure that the first is indeed inspiring. What might start as a journey to gather ideas can quickly become a shortcut to discouragement. Know when to stop.
Content sparks our connections with others, our own selves, and the world. What we decide to share is a powerful expression of where we stand and where we want to go. An essential part of the human spirit, this constant information sharing is what ultimately builds the bridges between us. Every image, text, sound, or video that you have released into the world carries a part of you that others can relate to. If actions reveal our priorities, the content we share explains them.
Human beings are complex information consumers: they have active needs, passions, and preferences. They lead different lifestyles — some that you will never be able to empathize with unless you dive deep in qualitative and quantitative data. And that is precisely the point of persona research.
Darwin's Theory Survival of the Fittest, also applies into Business. Companies which consistently innovate, keep itself updated with customer's needs, market trends, check out their competition and accordingly make the strategy to evolve and keep them ahead of competition are the ones which are best suited for survival in Business Environment Evolution
RULE #1Market your business to the customer YOU WANT.Most beauty businesses try to be everything to everyone. It's exhausting and expensive promoting yourself to everyone. Most people simply give up.Focus on the customers you really want. What is your passion, what do you excel in? Who is your ideal customer? What would you ideally like to do every day in your business?Focus on what you want to do and the clients you want, and market directly to them and only them.
Why do all this? Because there are people out there who need you, and they will be more than willing to give you what you need so you can give them your best, but if you're busy pursuing everyone, or if you're so drained at the end of the day, you won't be able to be your best and give your best.
ROR: Return on Relationship™, #RonR… simply put the value that is accrued by a person or brand due to nurturing a relationship. ROI is simple $’s and cents. ROR is the value (both perceived and real) that will accrue over time through connection, trust, loyalty, recommendations and sharing.
Let's face it. We live in a command-based system, where we have been programmed since our earliest school years to become followers, not individuals. We have been conditioned to embrace teams, the herd, the masses, popular opinion -- and to reject what is different, eccentric or stands alone. We are so programmed that all it takes for any business or authority to condition our minds to follow or buy something is to simply repeat a statement more than three or four times until we repeat it ourselves and follow it as truth or the best trendiest thing. This is called "programming" -- the frequent repetition of words to condition us how to think, what to like or dislike, and who to follow.
Learn the rules and learn the game, before you start breaking the rules and changing the game. Your education, experience and understanding of what was and what is, will give you the best foundation to change what will be.
You didn’t warn us about this, Readier,’ said Stowley resentfully.Gilt waved his hands. ‘We must speculate to accumulate!’ he said. ‘The Post Office? Trickery and sleight of hand. Oh, von Lipwig is an ideas man, but that’s all he is. He’s made a splash, but he’s not got the stamina for the long haul. Yet as it turns out he will do us a favour. Perhaps we have been . . . a little smug, a little lax, but we have learned our lesson! Spurred by the competition we are investing several hundred thousand dollars—’‘Several hundred?’ said Greenyham.Gilt waved him into silence, and continued: ‘—several hundred thousand dollars in a challenging, relevant and exciting systemic overhaul of our entire organization, focusing on our core competencies while maintaining full and listening co-operation with the communities we are proud to serve. We fully realize that our energetic attempts to mobilize the flawed infrastructure we inherited have been less than totally satisfactory, and hope and trust that our valued and loyal customers will bear with us in the coming months as we interact synergistically with change management in our striving for excellence. That is our mission.’An awed silence followed.
I faced people from all walks of business who fully disregarded design (though they were completely influenced by it). I also met fine artists who drowned in their own work and the dense creative universe in their minds.Then I met designers. And instantly fell in love. Let me tell you why.Designers are familiar with critiques. They not only tolerate them but actively look out for them. They honestly believe in iterations and learn to edit down their work. They embrace simplicity and create beauty based on requirements other than their own. Design education teaches you to run away from assumptions and to have the stomach to scrap your work often.I’m bringing this up because it’s time to bridge the gap between design and business.
Your brand is a combination of a customer’s experiences with your business at every touchpoint. Each memory, thought, impression, website visit, story, sales letter, social media post, event, phone call, and transaction contribute toyour company’s brand reputation.
As soon as we open our eyes in the morning, what we want most is to matter, to live a life and to do a work that has meaning. We have evolved to feel this way. Man's first thought was 'I AM'.
...the concept of marketing is almost as old as humanity itself...suffice it to say here that it took almost no time for a wily serpent to sell Adam and Eve on a shiny apple from the Tree of Knowledge, at which point they became not only the first humans but also the first marketing demographic, and God expelled them from the Garden of Eden for being total consumerist dupes. (p. 40)
Cultural products will spread faster and wider when everybody can see what everybody else is doing. It suggests that the future of many hit-making markets will be fully open, radically transparent, and very, very unequal.
What American would not want truthful and complete information about every product sold in the United States so that we can be more capable of making wise decisions concerning our lives and the lives of our loved ones? These are our friends and our family members suffering from so many forms of cancer, several diseases of the heart, emphysema, poor circulation, blindness, strokes, various skin disorders, bad breath, asthma, poverty, clogged arteries, disfigurement, rotting teeth and gums, birth defects, infertility, sexual dysfunction, high blood pressure, aneurysms, complications during pregnancies, and all too often a slow and painful death. These suffering people are also many of us.
The sheer novelty and glamor of the Western diet, with its seventeen thousand new food products every year and the marketing power - thirty-two billion dollars a year - used to sell us those products, has overwhelmed the force of tradition and left us where we now find ourselves: relying on science and journalism and government and marketing to help us decide what to eat.
Can these foods [low-fat, vitamin-enriched, etc] even be called "healthy"? Perhaps we should think about it this way: If you cut a batch of pharmaceutical-grade cocaine with chai, you could say with some degree of honesty that it is "healthier," "less addictive," and "now with chai!" But would you say it's "good for you"?
Education itself is Marketing--marketing tools and perspectives to people who don't necessarily realize why they need them, how it will serve them, what they might accomplish with them. And, ensuingly, Marketing itself is Education (with no attempt to assess the value of what is being marketed).
Connecting to the outernet was less of a shock this time, as the monitor gave him a sense of distance from it, but it was still annoying. How did these people live with such a system, stalked by advertisements and "free" offers and icons that would take you to another site, unasked-for, the moment you gave them your attention? It was like wending your way through an obstacle course. Perhaps after a while you just learned to tune it all out... or perhaps you could buy programs that did it for you. He would have to design himself one of those before he did any more real work on the outernet, though he suspected that the consumer programs which were stalking him were capable of adapting to anything he could turn out quickly.Advertising: the ultimate predator. He longed for the simplicity of the Gueran network, which simply did what it was supposed to and no more. When had these people lost touch with the fact that the purpose of a network was to facilitate communication, not impede it?
If I were asked to name the deadliest subversive force within capitalism--the single greatest source of its waning morality--I should without hesitation name advertising. How else should one identify a force that debases language, drains thought, and undoes dignity? If the barrage of advertising, unchanged in its tone and texture, were devoted to some other purpose--say the exaltation of the public sector--it would be recognized in a moment for the corrosive element that it is. But as the voice of the private sector it escapes this startled notice. I mention it only to point out that a deep source of moral decay for capitalism arises from its own doings, not from that of its governing institutions.
When we write from the inside out rather than the outside in, when we write about what most concerns us rather than about what we feel might sell, we often write so well and so persuasively that the market responds to our efforts.
I wonder how Japan's futuristic robot doctors will treat the worst and most widespread disease humanity already has - artificially lowered IQ. Making people stupider makes them buy more stuff – so “How many robots can you afford?” will be the big question of one of the following decades, unless we go back to Communism and produce everything for the sake of it, for free.
This book is all about helping you get your name and message automatically posted online by others.
I purposely used a pretty cocky, abrasive writing style in Sex and Crime, to stir up some drama. My confrontational style quickly became the talk of the scene. Some of the things I wrote were so inflammatory, people had to vent about it on online forums. So suddenly everyone in the scene was talking about Sex and Crime, just as I had hoped. I enjoyed playing the role of agitator, and people from competing hacking crews didn't even realize that the more they bitched about the things I wrote, the more credibility and notoriety they were adding to my scene mag. Thanks to all the positive as well as negative feedback I was getting, the things I wrote actually mattered. Suddenly I was the most important opinion maker in the scene.
92% of respondents reported that a positive recommendation from a friend,family member, or someone they trust is the biggest influence on whether they buy a product or service.
Publishers and advertisers can't differentiate between the types of impressions an ad does on a site. A perusing reader is no better than an accidental reader. An article that provides worthwhile advice is no more valuable than one instantly forgotten. So long as the page loads and the ads are seen, both sides are fulfilling their purpose. A click is a click.
Over the past 60 years, marketing has moved from being product-centric (Marketing 1.0) to being consumer-centric (Marketing 2.0). Today we see marketing as transforming once again in response to the new dynamics in the environment. We see companies expanding their focus from products to consumers to humankind issues. Marketing 3.0 is the stage when companies shift from consumer-centricity to human-centricity and where profitability is balanced with corporate responsibility.
People don't really trust advertisement they trust people. A large percentage of people make purchase decisions based on their friends review than just from advertisers. Brands that rely sole on adverts to sell, will eventually fade out. You need to get people to talk about your brand in a more positive manner without twisting their arms. If you fake it your will fade. So, focus on relationship marketing, because customers are the best brand ambassadors
Today’s businesses can’t just use social media; they have to become social businesses, inside and out and from top to bottom. Ultimately, that is the goal of this book: to harness the power of being a social business to become the most highly recommended organization in your industry/category/niche.
Contrary to the tenets of conventional wisdom, viral ideas and campaigns were not first transmitted via the electronic media of the Internet age. Their ideological forebears lived and replicated in the host coffee-houses, inns and taverns of the early eighteenth-century.
Stop thinking “Outside the box” and look what is actually in the box first. You jump around from marketing gimmick to marketing gimmick without a clear plan or goal, hoping to reproduce someone else’s success without understanding all of the nuances and factors that went into that success. Further, people are so busy recreating the wheel that they have forgotten what the wheel looks like.
Difference between TV and the internet was how far you sat from the screen. TV was an 8 foot activity, and you were a consumer. The internet was a 16 inch activity, and you participated. I think the sitting down thing is similar. You're not going to buy an armoir while standing on the subway.
The ironic thing is that marketers have responded to this problem with the single worst cure possible. To deal with the clutter and the diminished effectiveness of Interruption Marketing, they're interrupting us even more!
Colonel Cargill, General Peckem’s troubleshooter, was a forceful, ruddy man. Before the war he had been an alert, hard-hitting, aggressive marketing executive. He was a very bad marketing executive. Colonel Cargill was so awful a marketing executive that his services were much sought after by firms eager to establish losses for tax purposes. Throughout the civilized world, from Battery Park to Fulton Street, he was known as a dependable man for a fast tax write-off. His prices were high, for failure often did not come easily. He had to start at the top and work his way down, and with sympathetic friends in Washington, losing money was no simple matter. It took months of hard work and careful misplanning. A person misplaced, disorganized, miscalculated, overlooked everything and opened every loophole, and just when he thought he had it made, the government gave him a lake or a forest or an oilfield and spoiled everything. Even with such handicaps, Colonel Cargill could be relied on to run the most prosperous enterprise into the ground. He was a self-made man who owed his lack of success to nobody.
Marcus Brutus was the original tragic hero of the play ‘Julius Caesar’, Aditya concluded. Perhaps, Shakespeare should have named his play ‘Marcus Brutus’. But then again, it all must have boiled down to saleability and marketing; Julius Caesar being the more famous and thus bankable name. Ironical it was, Aditya smiled. The same Shakespeare had once said-‘What’s in a name...
The mere observation that something is popular, or even that it became so rapidly, is not sufficient to establish that it spread in a manner that resembles a virus. Popularity on the internet is driven by the size of the largest broadcast. Digital blockbusters are not about a million one-to-one moments as much as they are about a few one-to-one-million moments.
It used to be said "Build it and they will come," now it is "Build it and bribe them in".
The notion of carefully wrought bullshit involves, then, a certain innerstrain. Thoughtful attention to detail requires discipline and objectivity. It entails accepting standards and limitations that forbid the indulgence of impulse or whim. It is this selflessness that, in connection with bullshit, strikes us as inapposite. But in fact it is not out of the question at all. The realms of advertising and of public relations, and the nowadays closely related realm of politics, are replete with instances of bullshit so unmitigated that they can serve among the most indisputable and classic paradigms of the concept. And in these realms there are exquisitely sophisticated craftsmen who - with the help of advanced and demanding techniques of market research, of public opinion polling, of psychological testing, and so forth - dedicate themselves tirelessly to getting every word and image they produce exactly right.
If the New Marketing can be characterized by just one idea, it's this: Ideas that spread through groups of people are far more powerful than ideas delivered at an individual.Social change, education, new-product launches, religious movements... it doesn't matter, the story is the same. Movements are at the heart of change and growth. A movement - an idea that spreads with passion through a community and leads to change - is far more powerful than any advertisement ever could be.As you consider what to do next, you're faced with a difficult choice. It's difficult because it represents giving up something you may be quite comfortable with, and it's difficult because it requires an all-or-nothing commitment.
Once in a great while, she was distressed by the way she looked. As she was rounding the bend to forty she would write to Avis DeVoto that whenever she read Vogue she "felt like a frump....but I suppose that is the purpose of all of it, to shame people out of their frumpery so they will go out and buy 48 pairs of red shoes, have a facial, pat themselves with deodorizers, buy a freezer, and put up the new crispy window curtains with a draped valence."Julia was able to deconstruct the disingenuous motives that drive women's magazines with the ease she normally reserved for deboning a duck, seeing quite clearly that while ostensibly offering inspiration and useful advice, the stories and articles quietly pummel the reader's sense of self, the better to drive her into the arms of the advertisers.
Every church has a marketing plan! The only difference is that some are better than others! When I think of marketing I think of building a relationship with those within reach of your ministry who know nothing about your church or are disconnected from your people.
On the corporate side, the upshot of our data (the benefit to us) isn't all that interesting unless you're an economist. In theory, your data means ads are better targeted, which means less marketing spend is wasted, which means lower prices. At the very least, the data they sell means you get to use genuinely useful services like Facebook and Google without paying money for them.
We have put our words on steroids and amped the language up so high that unless we communicate in overdrive and hyperbole, we believe--perhaps correctly--that nobody will hear us. In the process, we've sacrificed nuance and judgement and distinction, and thereby cheapened the conversation.
Nature is a strong brand name. Everybody knew that. First thing, Nomenclature 101. Slap Natural on the package, you were golden. Those words on the package promise ease from metropolitan care, modern worries. And out here, if you opened things up, underneath the cellophane, what did you find inside? That fruit has splendid packaging, it has solid consumer awareness and is an animal favorite. Its seeds will be deposited in spoor miles away and its market dominance will increase. Splendid and beautiful petals are great advertising--the insects buzz and hop from all points every weekend to hit this flower-bed mall. Natural selection was market forces. In business, in the woods: what is necessary to the world will last.
Reciprocal marketing, promotions and links. In public good experiments, behavioral economists have demonstrated that the potential for reciprocal actions by players increases the rate of contribution to the public good, providing evidence for the importance of reciprocity in social situations.
Six degrees of separation doesn't mean that everyone is linked to everyone else in just six steps. It means that a very small number of people are linked to everyone else in a few steps, and the rest of us are linked to the world through those special few.
Be realistic, Aiden, I told myself. You know your value to the penny and it's measured in inches, time, age, stamina, looks, and being able to put up with gross and sometimes bizarre situations. Personality was far down on a much longer list, and even farther down came intelligence. You should have insisted on having sex.
Only a madman would try to market headache medicine today under the name John's Headache Pills. This would be insufficiently techno-marvelous. No, the name must sound like it carne out of a laboratory yesterday ... Zantistat 100, or something like that.
If [the loss of fertility of the soil and the loss of soil as a renewable resource] does happen, we are familiar enough with the nature of American salesmanship to know that it will be done in the name of the starving millions, in the name of liberty, justice, democracy, and brotherhood, and to free the world from communism. We must, I think, be prepared to see, and to stand by, the truth: that the land should not be destroyed for any reason, not even for any apparently good reason. We must be prepared to say that enough food, year after year, is possible only for a limited number of peaople, and that this possibility can be preserved only by the steadfast, knowledgeable care of those people.
Jobs described Mike Markkula's maxim that a good company must "impute"- it must convey its values and importance in everything it does, from packaging to marketing. Johnson loved it. It definitely applied to a company's stores. " The store will become the most powerful physical expression of the brand," he predicted. He said that when he was young he had gone to the wood-paneled, art-filled mansion-like store that Ralph Lauren had created at Seventy-second and Madison in Manhattan. " Whenever I buy a polo shirt, I think of that mansion, which was a physical expression of Ralph's ideals," Johnson said. " Mickey Drexler did that with the Gap. You couldn't think of a Gap product without thinking of the Great Gap store with the clean space and wood floors and white walls and folded merchandise.
Jack's marketing books had been a part of her life for so long that she had ceased to register their presence, simply moving them from the couch to the coffee table, from the bed to the nightstand. How to Sell Everything to Anybody. Eight Great Habits of CEOs. They all seemed to involve numbers, as if you could simply count yourself to riches, like following sheep to sleep.
What he wasn't so good at was manipulating the internal states of other humans, getting them to see things his way, do things for him. His baseline attitude toward other humans wass that they could all just go fuck themselves and that he was not going to expend any effort whatsoever getting them to change the way they thought. This was probably rooted in a belief that hed been inculcated to him from the get-go: that there was an objective reality, which all people worth talking to could observe and understand, and that there was no point in arguing about anything that could be so observed and so understood.
Josephy visited several leading Manhattan bookstores and sadly discovered the explanation [from his agent] to be generally correct; books about Indians were shelved in the back of the stores alongside books about natural history, dinosaurs, plants, birds, and animals rather than being placed alongside biographies and histories of Americans, Europeans, Asians, Africans, and other great world cultures. Puzzled, Josephy began asking bookstore managers for a justification of this marketing tactic and was informed that Indian books had “just always been placed there.” The longer he pondered booksellers’ indifference toward Indians, the more annoyed Josephy became with the realization that bookstore marketing tactics were simply a reflection of the pervasive thinking throughout the United States in 1961: Americans believed Indians to be a vanished people. “Thinking about it made me angry,” Josephy wrote in his autobiography, “and I vowed that someday, some way, I would do something about this ignorant insult.
So why was Kim Kardashian famous? Because she was very good at marketing herself, that was all - and today, that was enough. Corporations are now people and people are now products, known as "brands". At a time when the 1 percent was getting richer, the 99 percent was suddenly trying to Keep up with the Kardashians.
Rescuing people from the results of their own foolishness is really what customers service is all about. Customers rarely obey the rules. They expect you to rescue them whenever they do something stupid. Will you be a “rescuer,” known far and wide for customer service, or will you steadfastly insist that your customers follow the proper procedures?
What we're left with ... is the distinctly uncomfortable sense that much of what we call culture jamming achieves the same effect as traditional marketing. Both rely on the bedrock principle that branding works. Yet marketing has moved on from branding toward a more direct emotional connection to our reptilian brains, which makes it immune to the cognitive dissonance culture jamming creates. In the meantime, the brans being promoted by some activists retain the full integrity of their original message,
They've given Harry the attributes of pistachio nuts and crack cocaine without the health risks (opening thousands of pistachio nuts can cause severe thumb-bruising, I can tell you from bitter experience of my life on the edge).
What we're now starting to see, as online retailers begin to capitalize on their extraordinary economic efficiences, is the shape of a massive mountain of choice emerging where before there was just a peak.... By necessity, the conomics of traditional, hit-driven retail limit choice. When you dramatically lower the costs of connecting supply and demand, it changes not just the numbers, but the entire nature of the market. This is not just a quantiative change, but a qualitative one, too. Bringing niches within reach reveals latent demand for noncommercial content. Then, as demand shifts toward the niches, the economics of provided them improve further, and so on, creating a positive feedback loop that will transform entire industries - and the culture - for decades to come.
Here we will see that pharmaceutical companies spend tens of billions of pounds every year trying to change the treatment decisions of doctors: in fact, they spend twice as much on marketing and advertising as they do on the research and development of new drugs. Since we all want doctors to prescribe medicine based on evidence, and evidence is universal, there is only one possible reason for such huge spends: to distort evidence-based practice.
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In fact, as these companies offered more and more (simply because they could), they found that demand actually followed supply. The act of vastly increasing choice seemed to unlock demand for that choice. Whether it was latent demand for niche goods that was already there or a creation of new demand, we don't yet know. But what we do know is that the companies for which we have the most complete data - netflix, Amazon, Rhapsody - sales of products not offered by their bricks-and-mortar competitors amounted to between a quarter and nearly half of total revenues - and that percentage is rising each year. in other words, the fastest-growing part of their businesses is sales of products that aren't available in traditional, physical retail stores at all. These infinite-shelf-space businesses have effectively learned a lesson in new math: A very, very big number (the products in the Tail) multiplied by a relatives small number (the sales of each) is still equal to a very, very big number. And, again, that very, very big number is only getting bigger. What's more, these millions of fringe sales are an efficient, cost-effective business. With no shelf space to pay for - and in the case of purely digital services like iTunes, no manufacturing costs and hardly any distribution fees - a niche product sold is just another sale, with the same (or better) margins as a hit. For the first time in history, hits and niches are on equal economic footing, both just entries in a database called up on demand, both equally worthy of being carried. Suddenly, popularity no longer has a monopoly on profitability.
What Vann-Adibe had discobered was that the aggregate market for niche music was huge, and effectively unbounded. He called this the '98 Percent Rule.' As he later put it to me, "In a wordl of almost zero packaging costs and instant access to almost all ocntent in this format, consumers exhibit consistent behavior: They look at almost everything. I believe that this requires major changes by the content producers - I'm just not sure what changes!"... Everywhere I went the story was the same: Hits are great, but niches are emerging as the big new market. The 98 Percent Rule turned out to be nearly universal. Apple said that every one of the then 1 million tracks on iTues had sold at least once (now its inventory is twice that). Netflix reckoned that 95% of its 25,000 DVDs (that's now 90,000) rented at least once a quarter. Amazon didn't give out an exact number, but independent academic research on its book sales suggested that 98 percent of its top 100,00 books sold at least once a quarter, too.
There's a value in that space - rent, overhead, staffing costs, etc. - that has to be paid back by a certain number of inventory turns per month. In other words, the onesies and twosies waste space. However, when that space doesn't cost anything, suddenly you can look at those infrequent sellers again, and they begin to have value. This was the insight that led to Amazon, Netflix, and all the other companies I was talking to.
The three main observactions - (1) the tail of available variety is far longer than we realize; (2) it's now within reach economically; (3) all those niches, when aggregated, can make up a significant market - seemed indisputable, especially baked up with heretofore unseen data.
What people intuitively grasped was the new efficiences in distribution, manufacturing, and marketing were changing the definition of what was commercially viable across the board. The best way to describe these forces is that they are turning unprofitable customers, products, and markets into profitable ones. Although this phenomenon is most obvious in entertainment and media, it's an easy leap to eBay to see it at work more broadly, from cars to crafts. Seen broadly, it's clear that the story of the Long Tail is really about the economics of abundance - what happens when the bottlenecks and stand between supply and demand in our culture start to disappear and everything becomes available to everyone.
... the emerging digital entertainment economy is going to be radically different from today's mass market. If the twentieth-century entertainment industry was about hits, the twenty-first will be equally about niches. For too long we've been suffering the tyranny of lowest-common-denominator far, subjected to brain-dead summer blockbusters and manufactured pop. Why? Economics. Many of our assumptions about popular taste are actually artifacts of poor supply-and-demand matching - a market response to inefficient distribution.
PR *is* a shrewd, rough game. It's learning to psychologically manipulate, play on people's greed and vanity. Convincing a target audience to buy products and services they neither need nor want. Profiting from making them spend hard-earned money and feeling happy about doing it. Smiling as they empty their wallets. It's devious exploitation, taking advantage of the human psyche, and I'm good at it. Very good.
The point is not that angering people should be the goal for every brand. It's that attempting to avoid controversy at all costs is sometimes the riskier option. It can deprive a brand of its distinctiveness and edge. Too often, marketers strive to please the broadest number of people possible. The result can be communications that no one hates. But no one loves either.
What's important to remember is that every customer interaction should be treated like a first impression. Until your on-demand customer becomes a loyal follower, he's probably already forgotten what his last touch was, so you'd better wow him or her this time. Don't skimp and don't cut corners when it comes to the external touches your brand makes. From experience I can tell you that you'll pay a much bigger price in customer retention if you go cheap when it comes to customer outreach and service.
That's just the kind of anxiety reality TV hopes to inspire in female viewers. After all, as advertisers have long understood, it's far easier to shill cosmetics and clothing - not to mention Match.com and and Bally Fitness memberships - to insecure women scared of being alone than to it is to self confident people who believe they're beautiful, lovable, and capable of being happy just as they are.
Companies that cannot successfully answer what they do fail to then understand how they can continue to do it in the face of change.
It is not in vain that the strategic criterion of placing only short runs on the market prevails in order simultaneously to create a feeling of scarcity and avoid an appearance of uniformity, both of which encourage consumer demand. This is such a powerful criterion that it is not uncommon to discontinue production of a much-sought-after product, sometimes to the relative desperation of the shop staff, who were sure they could sell it.
Perhaps one of the more creative promotions of all time wasin 1969, when a marketer with the Procter & Gamble Companycame up with the idea of giving away goldfish with each purchaseof a king-size box of Spic and Span.
It is not wrong to think that the traditional buying of a product has been replaced with an unwritten contract of shared values between a business and its customers.