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Seth Godin

The agenda    
April 16, 2011, 9:22 am | தலைப்புப் பக்கம்

The job of the CEO isn't to check things off the agenda. Her job is to set the agenda, to figure out what's next. Now that more and more of us are supposed to be CEO of our own lives and careers, it might be time to rethink who's setting your...தொடர்ந்து படிக்கவும் »

In search of a biz monkey (why bother?)    
April 13, 2011, 9:13 am | தலைப்புப் பக்கம்

Andrew Chen coins a great term. A biz monkey is a replaceable, Powerpoint toting, suit wearing, acronym-spewing middle manager business dude drone. They are quick to comment and sneer, slow to actually ship. When something is scarce, it's valuable. MBA's with buzzwords and the ability to raise a million dollars around some web idea are not scarce. They are fungible. People who understand technology and are willing to bend it to their will, on the other hand, are scarce. They can't be...தொடர்ந்து படிக்கவும் »

March 23, 2011, 7:29 pm | தலைப்புப் பக்கம்

I get two kinds of mail about this. One group points to organizations or individuals who are stealing my ideas. “Stop them!” they say. The other doesn’t hesitate to point out that I’ve never had an original idea in my life, and that I’m merely a promotional hack. Lewis Hyde’s new book is about the nature of ideas, and how they improve with use. It turns out that anyone who produces a totally new idea, something completely out of thin air, is unlikely to be a productive artist and a lot...தொடர்ந்து படிக்கவும் »

Cascade of broken promises    
March 6, 2011, 9:11 pm | தலைப்புப் பக்கம்

... a cautionary tale. It's always easier to make a promise than it is to keep one, and if you're not careful, it compounds. I got my new Macbook Pro the other day. It comes with Migration Assistant, a flawed piece of software that promises to easily transfer years of old data from one machine to another. The software failed. (Promise broken). Having paid $99 for the One to One service (which promises individual hour long sessions), I make an appointment and head over to the store. Nate,...தொடர்ந்து படிக்கவும் »

Date certain    
February 21, 2011, 10:28 am | தலைப்புப் பக்கம்

A powerful marketing tactic: tell me exactly when I'm going to get it. "This project will be done noon on Tuesday." "You'll get the shipment at 4 pm." Fedex has made billions shipping packages that didn't even have to be there fast, they merely needed to arrive at a time that we knew about in advance. We don't want to hear, "up to 11 business days." We hope you care more about our project than...தொடர்ந்து படிக்கவும் »
பகுப்புகள்: வணிகம்

What's the use case?    
February 10, 2011, 10:25 am | தலைப்புப் பக்கம்

Visit an architect. On the first visit, right after shaking your hand, she unrolls plans for a house. "Here are some sketches..." Wait. That's backward. Sketches for what? How do you know if I want a house or an office building? How am I to judge these plans? Is it a mind reading exercise? The most effective way to sell the execution of an idea is to describe the use case first. And before you can do that, you need to have both the trust of your client and enough information to figure...தொடர்ந்து படிக்கவும் »
பகுப்புகள்: வணிகம்

You don't need more time    
February 9, 2011, 9:00 pm | தலைப்புப் பக்கம்


The first rule of doing work that matters    
December 21, 2010, 10:24 am | தலைப்புப் பக்கம்

Go to work on a regular basis. Art is hard. Selling is hard. Writing is hard. Making a difference is hard. When you're doing hard work, getting rejected, failing, working it out--this is a dumb time to make a situational decision about whether it's time for a nap or a day off or a coffee break. Zig taught me this twenty years ago. Make your schedule before you start. Don't allow setbacks or blocks or anxiety to push you to say, "hey, maybe I should check my email for a while, or you know,...தொடர்ந்து படிக்கவும் »

Who's on your list?    
December 19, 2010, 10:14 am | தலைப்புப் பக்கம்

Years before he filmed the Godfather, Francis Ford Coppola met Al Pacino and they almost made a movie together. Later, when it was time to cast his greatest film, Pacino was an obvious choice for Coppola. Ask any successful director for a list of actors or cinematographers or screenwriters they'd like to work with and they can answer you, instantly. They're always keeping lists. Do you have one? If your firm has an opening for a hire or a freelancer, do you have the name ready,...தொடர்ந்து படிக்கவும் »
பகுப்புகள்: வணிகம்

What are you working on?    
December 18, 2010, 10:49 am | தலைப்புப் பக்கம்

If someone asks you that, are you excited to tell them the answer? I hope so. If not, you're wasting away. No matter what your job is, no matter where you work, there's a way to create a project (on your own, on weekends if necessary), where the excitement is palpable, where something that might make a difference is right around the corner. Hurry, go do...தொடர்ந்து படிக்கவும் »
பகுப்புகள்: வணிகம் பணி

Lady Gaga and me    
December 16, 2010, 10:41 am | தலைப்புப் பக்கம்

Do you think it bothers her that I don't listen to her music and wouldn't recognize her if she stopped by and said hi? It shouldn't. Even if you're a pop star, you don't need everyone to be a fan or a customer. And especially if you're not a pop star, worrying about whether everyone laughs at your jokes, buys your product or even likes you is counterproductive. Unless you're running for something that requires a unanimous vote, it's a mistake to focus on the frowning guy in the back of...தொடர்ந்து படிக்கவும் »

How to organize a retreat    
December 15, 2010, 10:00 am | தலைப்புப் பக்கம்

(actually, to steal a phrase from Alan and Bill, an advance. Retreat is too negative). There's a tremendous opportunity to create events where people connect. Unfortunately, it's also easy to turn these events into school-like conferences, not the emotional connections that are desired. You can create an advance with a team that knows one another from work, or even more profoundly, with a bunch of independent thinkers who come together to energize, inspire and connect. I've been to a...தொடர்ந்து படிக்கவும் »

Where's your platform?    
December 8, 2010, 10:35 am | தலைப்புப் பக்கம்

That needs to be the goal when you seek out a job. Bob Dylan earned the right to make records, and instead of using it to create ever more commercial versions of his old stuff, he used it as a platform to do art. A brilliant programmer finds a job in a small company and instead of seeing it as a grind, churning out what's asked, he uses it as a platform to hone his skills and to ship code that changes everything. A waiter uses his job serving patrons as a platform for engagement,...தொடர்ந்து படிக்கவும் »

The one who isn't easily replaced    
November 29, 2010, 10:00 am | தலைப்புப் பக்கம்

The law of the internet is simple: either you do something I can't do myself (or get from someone else), or I pay you less than you'd like. Why else would it be any other way? Twenty years ago, self-publishing a record was difficult and expensive. A big label could get you shelf space at Tower easily, you couldn't. A big label could pay for a recording session with available capital, but it was difficult for you to find the money or take the risk. A big label could reach the dozens of...தொடர்ந்து படிக்கவும் »

Unwarranted fear of claim chowder    
November 28, 2010, 10:39 am | தலைப்புப் பக்கம்

John taught me this fabulous term. Claim chowder is what happens when you make a prediction about the future and you end up being totally and tragically wrong. Like Steve Ballmer on the iPhone, "There’s no chance that the iPhone is going to get any significant market share. No chance." While I wouldn't encourage anyone to go as far as Ballmer in this endeavor, it turns out that no one ever got a terminal illness from claim chowder. While it might be frightening to imagine, it's not so bad...தொடர்ந்து படிக்கவும் »

A modern thanksgiving    
November 25, 2010, 10:12 am | தலைப்புப் பக்கம்

Wherever you are, you could celebrate Thanksgiving today. Not the Thanksgiving of a bountiful harvest before the long winter, the holiday of pilgrims and pie. That's a holiday of scarcity averted. I'm imagining something else... A modern Thanksgiving would celebrate two things: The people in our lives who give us the support and love we need to make a difference, and... The opportunity to build something bigger than ourselves, something worth contributing. The ability to make...தொடர்ந்து படிக்கவும் »

Where do ideas come from?    
November 24, 2010, 10:48 am | தலைப்புப் பக்கம்

Ideas don't come from watching television Ideas sometimes come from listening to a lecture Ideas often come while reading a book Good ideas come from bad ideas, but only if there are enough of them Ideas hate conference rooms, particularly conference rooms where there is a history of criticism, personal attacks or boredom Ideas occur when dissimilar universes collide Ideas often strive to meet expectations. If people expect them to appear, they do Ideas fear experts, but they...தொடர்ந்து படிக்கவும் »

Reasons to work    
November 23, 2010, 10:25 am | தலைப்புப் பக்கம்

For the money To be challenged For the pleasure/calling of doing the work For the impact it makes on the world For the reputation you build in the community To solve interesting problems To be part of a group and to experience the mission To be appreciated Why do we always focus on the first? Why do we advertise jobs or promotions as being generic on items 2 through 8 and differentiated only by #1? In fact, unless you're a drug kingpin or a Wall Street trader, my guess is that...தொடர்ந்து படிக்கவும் »

It's one thing to hear it...    
November 20, 2010, 10:30 am | தலைப்புப் பக்கம்

It's another to do something about it. Is there anything at all for which this isn't true? Knowing the facts, the opportunity or even the process is merely a first...தொடர்ந்து படிக்கவும் »

November 16, 2010, 10:50 am | தலைப்புப் பக்கம்

The paradox of an instant, worldwide, connected marketplace for all goods and services: All that succeeds is the unreasonable. You can get my attention if your product is unreasonably well designed, if your preparation is unreasonably over the top, if your customer service is unreasonably attentive and generous and honest. You can earn my business or my recommendation if the build quality is unreasonable for the intended use, if the pricing is unreasonably low or if the experience...தொடர்ந்து படிக்கவும் »

November 14, 2010, 10:09 am | தலைப்புப் பக்கம்

The term 'crunchy granola' has been shortened to crunchy, a term used to describe people who willingly alter their lifestyle to make less of an impact on the environment. It's crunchy to give up your car for a bike, or to use mesh companies or to become vegan. I wonder what happens if we broaden the term to describe someone who changes their lifestyle for a job or a brand or a passion? "Eric is getting really crunchy about his job at Microsoft... he even gave up his iPad." Or perhaps,...தொடர்ந்து படிக்கவும் »

Hire an architect    
November 12, 2010, 10:09 am | தலைப்புப் பக்கம்

Architects don't manufacture nails, assemble windows or chop down trees. Instead, they take existing components and assemble them in interesting and important ways. It used to be that if you wanted to build an organization, you had to be prepared to do a lot of manufacturing and assembly--of something. My first internet company had 60 or 70 people at its peak... and today, you could run the same organization with six people. The rest? They were busy building an infrastructure that now...தொடர்ந்து படிக்கவும் »

Alienating the 2%    
November 6, 2010, 9:44 am | தலைப்புப் பக்கம்

When a popular rock group comes to town, some of their fans won't get great tickets. Not enough room in the front row. Now they're annoyed. 2% of them are angry enough to speak up or badmouth or write an angry letter. When Disney changes a policy and offers a great new feature or benefit to the most dedicated fans, 2% of them won't be able to use it... timing or transport or resources or whatever. They're angry and they let the brand know it. Do the math. Every time Apple delights...தொடர்ந்து படிக்கவும் »

How can you do it?!    
November 2, 2010, 9:40 am | தலைப்புப் பக்கம்

JK asks, "It's like, how does anyone start their own business? How is it even possible? How do they deal with the crippling fear and harsh economic realities?" Some people believe that if you have a good job, you shouldn't start your own gig, because it's foolish to give up a job you can't easily replace. And some people believe that if you don't have a great job, it's foolish to waste time (and the money you can ill afford to lose) starting something when you'd be a lot better off getting...தொடர்ந்து படிக்கவும் »

You're famous    
October 18, 2010, 9:54 am | தலைப்புப் பக்கம்

What makes a celebrity special? She was just an ordinary person a month or a year ago, but now, suddenly, your heart goes flitter-flutter when you meet her, or you want an autograph. One way to consider fame is that it increases the options for the person at the same time the number of demands go up. In other words, celebrity makes the celebrity's attention more valuable. It's exciting to shake hands or get an autograph from a famous person, then, because the celebrity has something...தொடர்ந்து படிக்கவும் »

Heroes and mentors    
October 15, 2010, 9:36 am | தலைப்புப் பக்கம்

Mentors provide bespoke guidance. They take a personal interest in you. It's customized, rare and expensive. Heroes live their lives in public, broadcasting their model to anyone who cares to look. The internet has created a long tail of heroes. There are tens of thousands of musicians, artists, entrepreneurs, social leaders, politicians (okay, maybe not thousands of these), coders and colleagues to find and emulate. WWHD. What would my hero do? I find heroes everywhere I look. I find...தொடர்ந்து படிக்கவும் »

Seek scarcity    
October 1, 2010, 9:43 am | தலைப்புப் பக்கம்

If you're managing a project, figure out what the scarce resource is (it's not usually money). Climbing Everest? It's warmth and weight you care about, not how much the sleeping bag costs.If you're creating a business, figure out what contribution you make and what you offer that your competitors can't. If 1,000 people can provide typing services the way you do, don't expect to get paid a premium.Scarcity creates...தொடர்ந்து படிக்கவும் »

Self-delusion and self-loathing    
September 14, 2010, 9:28 am | தலைப்புப் பக்கம்

Two shores of the same river, either can get you into a lot of trouble.Self-delusion is lying to yourself about how good you are. You might think you're a world class designer or actor or chef or administrator or problem solver, but you might be merely well-intentioned, hard-working and pretty good. Which is fine, but pretty good is hardly remarkable. Telling yourself the truth about what you've got to market is the first step to marketing with success.and...Self-loathing is lying to...தொடர்ந்து படிக்கவும் »

Three uses for a free Kindle book    
September 8, 2010, 9:47 pm | தலைப்புப் பக்கம்

Charlie Huston used one of his books (no longer free) to get me hooked on the rest of the series. Get one free, buy three. Backwards but effective. Another: To spread an idea you believe in (where money is not the object). And: To create hoopla for a new book launch. Josh Bernoff is doing a freebie with his new book, just this week. (Sorry, US only--publishing rights are largely a pre-digital artifact). When the marginal cost of the interaction is zero, the marketing opportunities...தொடர்ந்து படிக்கவும் »

Marketing to the bottom of the pyramid    
September 8, 2010, 9:58 am | தலைப்புப் பக்கம்

[this short essay (long blog post) is inspired by and related to this video. You can engage one without the other, but they go together.] Part 1: The bottom is important. Almost a third of the world's population earns $2.50 or less a day. The enormity of this disparity takes my breath away, but there's an interesting flip side to it: That's a market of more than five billion dollars a day. Add the next segment ($5 a day) and it's easy to see that every single day, the poorest people in...தொடர்ந்து படிக்கவும் »

August 9, 2010, 9:44 am | தலைப்புப் பக்கம்

The number one reason people give me for giving up on something great is, "someone else is already doing that."Or, parsed another way, "my idea is not brand new." Or even, "Oh no, now we'll have competition."Two big pieces of news for you:1. Competition validates you. It creates a category. It permits the sale to be this or that, not yes or no. And this or that is a much easier sale to make. It also makes decisions about pricing easier, because you have someone to compare against and lean...தொடர்ந்து படிக்கவும் »

15% changes everything    
July 25, 2010, 9:56 am | தலைப்புப் பக்கம்

When a newspaper loses 15% of its readers or 15% of its advertisers, it goes out of business. There are still people who want to read it, still people who want to advertise, but it's gone.When a technology company increases its sales by 15%, profits will double. The sales line doesn't have to increase that much for profits to soar.It's so tempting to head for green fields with a new thing, a new market, a new business. But in fact, 15% right here and right now might be exactly what you...தொடர்ந்து படிக்கவும் »

The wrapper matters    
June 11, 2010, 12:22 am | தலைப்புப் பக்கம்

When you have a big idea, the question is, how to spread it?You can go through a traditional publisher and have it printed in the tried and true way, like Clay Shirky. I had a chance to read Clay's new book a few months ago. No surprise: it's pure gold, unalloyed insight about the state of media and the world.If you're looking for big ideas and are prepared to lose a little sleep, there's no better book to buy right now.You can have someone take a short speech based on your book and have...தொடர்ந்து படிக்கவும் »

iPad killer app #2: fixing meetings    
May 27, 2010, 9:11 am | தலைப்புப் பக்கம்

Here's an app that pays for 12 iPads the very first time you use it. Buy one iPad for every single chair in your meeting room... like the projector and the table, it's part of the room.I recently sat through a 17 hour meeting with 40 people in it (there were actually 40 people, but it only felt like 17 hours.). That's a huge waste of attention and resources.Here's what the app does (I hope someone will build it): (I know some of these features require a lot of work, and some might...தொடர்ந்து படிக்கவும் »

Simple five step plan for just about everyone and everything    
May 25, 2010, 9:53 am | தலைப்புப் பக்கம்

The number of people you need to ask for permission keeps going down:1. Go, make something happen.2. Do work you're proud of.3. Treat people with respect.4. Make big promises and keep them.5. Ship it out the door.When in doubt, see...தொடர்ந்து படிக்கவும் »

Linchpins are everywhere (raise the flag)    
May 24, 2010, 4:09 am | தலைப்புப் பக்கம்

Announcing worldwide-meet-the-tribe-of-Linchpins day on June 14, 2010. In as many as 500 cities worldwide, here's your chance to find some folks just like you.One of the first linchpins I ever knew was my 3rd grade teacher. His daughter was born on flag day, and for some reason, I've never forgotten that. So in her honor, it's Linchpin day on June 14.Here's a simple, fast and free way to find other Seth fans in your community. Meet other people who talk about this blog, read the books...தொடர்ந்து படிக்கவும் »

Multiple dumbnesses    
May 22, 2010, 9:47 am | தலைப்புப் பக்கம்

About twenty five years ago, Howard Gardner taught us his theory of multiple intelligences. He described the fact that there's not just one kind of intelligence, in fact there are at least seven (1 Bodily-kinesthetic,  2 Interpersonal,  3 Verbal-linguistic,  4 Logical-mathematical,  5 Intrapersonal,  6 Visual-spatial,  7 Musical,  8 Naturalistic). This makes perfect sense—people are good at different things.The flip side of this occurred to me the other day, as I was busy judging someone...தொடர்ந்து படிக்கவும் »

All you need to know...    
May 13, 2010, 9:55 am | தலைப்புப் பக்கம்

is that it's possible.Mike sent me a great story about an ultra-lightweight backpacker:"Wolf was carrying a super-small pack which weighed 14 pounds including food and water. When asked how he got his pack weight so low, Wolf would reply, 'All you need to know is that it’s possible.'"One of the under-reported stories of the internet is this: it constantly reports on what's possible. Somewhere in the world, someone is doing something that you decided couldn't be done. By calling your bluff...தொடர்ந்து படிக்கவும் »

Sentences, paragraphs and chapters    
May 12, 2010, 9:16 am | தலைப்புப் பக்கம்

It's laughably easy to find someone to critique a sentence, to find a missing apostrophe or worry about your noun-verb agreement.Sometimes, you're lucky enough to find someone who can tell you that a paragraph is dull, or out of place.But finding people to rearrange the chapters, to criticize the very arc of what you're building, to give you substantive feedback on your strategy--that's insanely valuable and rare.Perhaps one criticism in a hundred is actually a useful and generous...தொடர்ந்து படிக்கவும் »

Odds and ends    
May 1, 2010, 5:10 pm | தலைப்புப் பக்கம்

Can't decide which are the odds, and which are the ends:Right now, go buy this hard drive and do a bootable backup of every computer you care about. $60. If you spend six minutes a month (set it up before you go to bed), you'll thank me one day.This blog makes me smile every day. If you're not in the habit of reading blogs by subscription, now is a great time to start.If you're remotely serious about cooking, you should buy a cast iron fry pan. Your grandchildren will fight over it when...தொடர்ந்து படிக்கவும் »

The coming melt-down in higher education (as seen by a marketer)    
April 29, 2010, 9:24 am | தலைப்புப் பக்கம்

For 400 years, higher education in the US has been on a roll. From Harvard asking Galileo to be a guest professor in the 1600s to millions tuning in to watch a team of unpaid athletes play another team of unpaid athletes in some college sporting event, the amount of time and money and prestige in the college world has been climbing.I'm afraid that's about to crash and burn. Here's how I'm looking at it.1. Most colleges are organized to give an average education to average students.Pick up...தொடர்ந்து படிக்கவும் »
பகுப்புகள்: கல்வி

Secrets of the biggest selling launch ever    
April 7, 2010, 9:55 am | தலைப்புப் பக்கம்

Apple reports that on the first day they sold more than $150,000,000 worth of iPads. I can't think of a product or movie or any other launch that has ever come close to generating that much direct revenue.Are their tactics reserved for giant consumer fads? I don't think so. In fact, they work even better for smaller gigs and more focused markets. Earn a permission asset. Over 25 years, Apple has earned the privilege of delivering anticipated, personal and relevant messages to their tribe....தொடர்ந்து படிக்கவும் »
பகுப்புகள்: வணிகம்

The least I could do    
February 7, 2010, 11:35 am | தலைப்புப் பக்கம்

One way to think about running a successful business is to figure out what the least you can do is, and do that. That's actually what they spent most of my time at business school teaching me.No sense putting more on that pizza, sending more staff to that event, answering the phone in fewer rings... what's the point? No sense being kind, looking people in the eye, being open or welcoming or grateful. Doing the least acceptable amount is the way to maximize short term profit.Of course, there's...தொடர்ந்து படிக்கவும் »

Random rules for ideas worth spreading    
January 31, 2010, 11:12 am | தலைப்புப் பக்கம்

If you've got an idea worth spreading, I hope you'll consider this random assortment of rules. Like all rules, some are made to be broken, but still... You can name your idea anything you like, but a google-friendly name is always better than one that isn't. Don't plan on appearing on a reality show as the best way to launch your idea. Waiting for inspiration is another way of saying that you're stalling. You don't wait for inspiration, you command it to appear. Don't poll your...தொடர்ந்து படிக்கவும் »

January 18, 2010, 9:39 pm | தலைப்புப் பக்கம்

Find a calling and then deliver.“If a man is called to be a street sweeper, he should sweep streets even as Michelangelo painted or Beethoven composed music or Shakespeare wrote poetry. He should sweep streets so well that all the hosts of heaven and earth will pause to say, ‘Here lived a great street sweeper who did his job well.’” – Martin Luther King, Jr.         HT to Andy. ...தொடர்ந்து படிக்கவும் »

The difference between hiring and recruiting    
December 24, 2009, 11:35 am | தலைப்புப் பக்கம்

Bob wonders if there's a difference. I'm pretty sure there is.Hiring is what you do when you let the world know that you're accepting applications from people looking for a job.Recruiting is the act of finding the very best person for a job and persuading them to stop doing what they're doing and come join you.Hiring is easy and fast and is basically a retail operation.Recruiting is artful and slow and is essentially a direct marketing effort.Recruiting raises the bar because it demands...தொடர்ந்து படிக்கவும் »

November 25, 2009, 10:30 am | தலைப்புப் பக்கம்

I've noticed that people who read a lot of blogs and a lot of books also tend to be intellectually curious, thirsty for knowledge, quicker to adopt new ideas and more likely to do important work.I wonder which comes first, the curiosity or...தொடர்ந்து படிக்கவும் »

Hammer time    
November 13, 2009, 10:35 am | தலைப்புப் பக்கம்

So, if it's true that to a person with a hammer, every problem looks like a nail, the really useful question is, "what sort of hammer do you have?"At big TV networks, they have a TV hammer. At a surgeon's office, they have the scalpel hammer. A drug counselor has the talk hammer, while a judge probably has the jail hammer.Maybe it's time for a new hammer...One study found that when confronted with a patient with back pain, surgeons prescribed surgery, physical therapists thought that...தொடர்ந்து படிக்கவும் »

What you buy when you buy a lottery ticket    
October 28, 2009, 9:49 am | தலைப்புப் பக்கம்

Hint: you don't buy a future of money.People who win the lottery are almost always unhappy in the long run, and most of them continue to buy lottery tickets.It's not the destination, it's the journey. Same thing with first dates, blog posts, opening presents and answering a phone call from a stranger.The thrill of possibility, the chance for recognition, the chemical high of anticipation. That's what people pay for. ...தொடர்ந்து படிக்கவும் »

Top this!    
October 21, 2009, 9:39 am | தலைப்புப் பக்கம்

Diablo Cody on the pressure to outdo herself: So what kind of pressure did you feel, post-Juno, to write something good?None. I don’t believe you.Seriously. How could I possibly? The experience that I had with Juno is something I could never replicate, ever. First of all, you never have your first baby again. Second, the whole production was really charmed from start to finish. I mean, every moment of it was special. And then it culminated in Oscar nominations...I’m so fortunate that I...தொடர்ந்து படிக்கவும் »

Sell like you buy    
October 2, 2009, 9:42 am | தலைப்புப் பக்கம்

Here are the two most common pleas I hear from marketers,"Our product is as remarkable as we can make it, and we're trying really hard and it's very important to us that people buy it, but despite our hard work, it's not selling!" (Hint: calling it a purple cow doesn't make it one).and"Our business is built around the status quo, and it's not fair that the market wants something else now."In both cases, the marketing pitch is focused around the seller, not the buyer. You wouldn't (and...தொடர்ந்து படிக்கவும் »
பகுப்புகள்: வணிகம்

"Hop in, I'll drive."    
October 1, 2009, 9:33 am | தலைப்புப் பக்கம்

Just because someone offers you a lift, doesn't mean you have to take it.In a joint venture or possible business arrangement, it's reassuring when the other person offers to drive. "Leave it to me," they might say, or, "I'm socializing this through the organization... be patient, I've done this before and we need to do it this way."Often, this is true. It's the honest appraisal of a generous insider, someone who wants both of you to succeed.But, just as you should never get in a car with...தொடர்ந்து படிக்கவும் »

Cultural Wisdom    
September 25, 2009, 9:26 am | தலைப்புப் பக்கம்

It's very easy to underrate the value of cultural wisdom, otherwise known as sophistication.Walk into a doctor's office and the paneling is wrong, the carpeting is wrong and it feels dated. Instant lack of trust. Meet a salesperson in your office. She doesn't shake hands, she's fumbling with an old Filofax, she mispronounces Steve Jobs' name and doesn't make eye contact.Visit a website for a vendor and it looks like one of those long-letter opportunity seeker type sites.In each case, the...தொடர்ந்து படிக்கவும் »

Win the fight, lose the customer    
September 22, 2009, 9:37 am | தலைப்புப் பக்கம்

Does it really matter if you're right?Given the choice between acknowledging that your customer is upset or proving to her that she is wrong, which will you choose?You can be right or you can have empathy.You can't do both.It's not the nature of capitalism to need to teach people a lesson, it's the nature of being a human, we just blame it on capitalism. In fact, smart marketers understand that the word 'right' in "The customer is always right" doesn't mean that they'd win in court or a...தொடர்ந்து படிக்கவும் »

The hierarchy of success    
September 14, 2009, 10:32 am | தலைப்புப் பக்கம்

I think it looks like this: Attitude Approach Goals Strategy Tactics Execution We spend all our time on execution. Use this word instead of that one. This web host. That color. This material or that frequency of mailing.Big news: No one ever succeeded because of execution tactics learned from a Dummies book.Tactics tell you what to execute. They're important, but dwarfed by strategy. Strategy determines which tactics might work.But what's the point of a strategy if your goals...தொடர்ந்து படிக்கவும் »

Square one is underrated    
September 5, 2009, 10:42 am | தலைப்புப் பக்கம்

Perhaps the worst outcome most people can imagine when a project stutters is having to go, "all the way back to square one." Apparently, square one is an unhappy place, and far away, too.Hey, if you're lost, if you've gone down the wrong road, it doesn't make sense to speed up and keep racing down the wrong road. Instead, the smart thing is to go back to the last spot you were in where you had a chance to find the right road and start from there.Square one: nicer than people expect. ...தொடர்ந்து படிக்கவும் »

Free work vs. internships    
August 14, 2009, 9:44 am | தலைப்புப் பக்கம்

I think internships are overrated. Most of the time, the employer thinks he's doing the intern a favor, but he doesn't trust the interns to do any actual thoughtful, intelligent work worth talking about. And to be fair, most of the time the interns are busy hiding, not grabbing responsibility but instead acting like they're in school, avoiding hard work and trying to get an A.Charlie Hoehn has written a beautifully designed ebook that may change the way you think about this. His argument...தொடர்ந்து படிக்கவும் »

Lessons from very tiny businesses    
August 12, 2009, 10:25 am | தலைப்புப் பக்கம்

1. Go where your customers are.Jacquelyne runs a tiny juice company called Chakwave. I met her in Los Angeles, standing next to an organic lunch truck. Like the little birds that clean the teeth of the hippo, there's synergy here. The kind of person that visits the truck for lunch is the sort of person that would happily pay for something as wonderfully weird as her juice. And the truck owners benefit from the rolling festival farmer's market feel that comes from having a synergistic...தொடர்ந்து படிக்கவும் »

Are we solving the same problem?    
August 6, 2009, 9:26 am | தலைப்புப் பக்கம்

This is the biggest disconnect I know of.It happens all the time in B2B sales, in service marketing, in getting along with your boss and even in hiring someone.One side thinks they have figured out a solution. They spend a long time talking about the solution, architecting it, refining it, pricing it, pitching it, delivering it. The other side ends up not liking what they get. The disconnect: the first side says, "this solution is exactly as we described it!" the other side says, "it...தொடர்ந்து படிக்கவும் »

Bear shaving    
August 3, 2009, 9:37 am | தலைப்புப் பக்கம்

Global warming a problem? Just shave the bears.Let's define "bear shaving" as the efforts we go to do deal with the symptoms of a problem instead of addressing the cause of the problem. A rare Japanese PSA (now long lost to the copyright gods) showed a girl shaving a bear so it could deal with global warming (here's a lesser one)...Example: putting a sophisticated queue management system into the Department of Motor Vehicles so that people waiting in line feel like it's less of a mob. This...தொடர்ந்து படிக்கவும் »

The initiator    
July 31, 2009, 9:05 am | தலைப்புப் பக்கம்

"I'm just here to learn." Learning is fine. Listening is good. Consensus is natural.But initiating is rare and valuable and essential.How often do you or your brand initiate rather than react? How often do you tweet instead of retweet? Invent rather...தொடர்ந்து படிக்கவும் »

The reason riding a unicycle is difficult    
July 26, 2009, 9:11 am | தலைப்புப் பக்கம்

...is because it's sudden. All the time you're practicing, you aren't actually riding. You're falling. Then, if you don't give up after all this failure, in a blink, you're riding. No in-between. Failing...riding.Learning things that are binary like this is quite difficult. They are difficult to market because people don't like to fail. They're difficult to master because people don't like to fall. "You don't get it, but you will," is a hard sell.Here's a great parenting tip: the best way...தொடர்ந்து படிக்கவும் »

Social norms    
July 24, 2009, 9:53 am | தலைப்புப் பக்கம்

The math for handshakes is difficult. You have to stand, look, squeeze, time and end in just the right way or it's weird. Skip the handshake or do a six-second version and people look at you funny.Interpersonal relations have had thousands of years to develop. Online, there's been no time.There are people who tweet in a way that rubs you the wrong way. Marketers who build businesses that seem scammy to you, or build websites that feel wrong. I get plenty of email from people that just...தொடர்ந்து படிக்கவும் »

Welcome to island marketing    
July 23, 2009, 10:20 am | தலைப்புப் பக்கம்

If you run a business on a small island, every interaction matters and every customer is precious.There's a finite number of people you're going to be able to sell to, and every person you interact with knows everyone else, so you always have to be on your best behavior. You can't say, "tough" and then go on to the next person. You can't run ads that churn and burn through an endless supply of naive prospects. You only get one chance to make a first impression, and on the island,...தொடர்ந்து படிக்கவும் »

Death spiral!    
July 22, 2009, 9:11 am | தலைப்புப் பக்கம்

You've probably seen it. The fish monger sees a decline in business, so they have less money to spend on upkeep and inventory, so they keep the fish a bit longer and don't clean up as often, so of course, business declines and then they have even less money... Eventually, you have an empty, smelly fish store that's out of business.The doctor has fewer patients so he doesn't invest as much in training or staff and so some other patients choose to leave which means that there are even...தொடர்ந்து படிக்கவும் »

Winning on the uphills    
July 21, 2009, 9:29 am | தலைப்புப் பக்கம்

Interesting business lesson learned on a bicycle: it's very difficult to improve your performance on the downhills. I used to dread the uphill parts of my ride. On a recumbent bike, they're particularly difficult. So I'd slog through, barely surviving, looking forward to the superspeedy downhill parts. Unfortunately, I had a serious accident a few years ago (saving the life of a clueless pedestrian by throwing myself onto the pavement). Downhill might be fast, but it's crazy. Lesson...தொடர்ந்து படிக்கவும் »

He's doing his best    
July 20, 2009, 8:51 am | தலைப்புப் பக்கம்

In fact, everyone is always doing their best under the circumstances. As my friend Al says, there's no such thing as irrational behavior. That's because in this moment, given the perceptions someone is holding, the way they behave is in fact the only way they can behave.Consumers don't make choices as much as they react and respond to the inputs and assumptions they have about the marketplace, their life and your brand.If you don't like the way someone is acting, understand you can't change...தொடர்ந்து படிக்கவும் »

The law of the little shovel    
July 18, 2009, 10:38 am | தலைப்புப் பக்கம்

If you want to dig a big hole, you need to stay in one place.If you walk around town with a little shovel, you'll just end up digging thousands of little holes, not one big one.Call on one person ten times and you might make the sale. Call on ten people once each and you will likely get ten rejections.The important thing to remember is that separate events are often separate. If you use the same ineffective approach on one thousand people, it's not going to start working better just because...தொடர்ந்து படிக்கவும் »

The confusion    
July 6, 2009, 9:05 am | தலைப்புப் பக்கம்

We frequently confuse internal biochemistry (caused by habits and genetics) with external events. If we didn't, marketing wouldn't work nearly as well.Our brains are busy processing chemicals that internally change our moods, but find a way to rationalize those mood changes based on events and purchases in the outside world. We often act as though money can buy joy, but of course, it works better when we're joyful in the first place.We don't say, "I'm genetically pre-disposed to...தொடர்ந்து படிக்கவும் »

June 21, 2009, 11:00 am | தலைப்புப் பக்கம்

Justine plays a game that involves finding yellow cars on the road and shouting the appropriate term as you see them.What you discover after just a few minutes is just how many yellow cars there are. A lot.We notice what we choose to notice.Consider playing a version of spotto involving great customer service or organizations going the extra mile, or employees giving more than they have to. What you'll notice very quickly is that there's a lot more of it out there than you would have...தொடர்ந்து படிக்கவும் »

On the road to mediocrity    
June 20, 2009, 10:05 am | தலைப்புப் பக்கம்

Along the way, we settle.We settle for something not quite right, or an outfit that isn't our best look, or a job that doesn't quite maximize our talents. We settle for relationships that don't give us joy, or a website that's, "good enough."The only way to get mediocre is one step at a time.You don't have to settle. It's a choice you get to make every day. ...தொடர்ந்து படிக்கவும் »

You matter    
June 15, 2009, 9:52 am | தலைப்புப் பக்கம்

When you love the work you do and the people you do it with, you matter. When you are so gracious and generous and aware that you think of other people before yourself, you matter. When you leave the world a better place than you found it, you matter. When you continue to raise the bar on what you do and how you do it, you matter. When you teach and forgive and teach more before you rush to judge and demean, you matter. When you touch the people in your life through your actions...தொடர்ந்து படிக்கவும் »

Textbook rant    
June 14, 2009, 9:03 am | தலைப்புப் பக்கம்

I've spent the last few months looking at marketing textbooks. I'm assuming that they are fairly representative of textbooks in general, and since this is a topic I'm interested in, it seemed like a good area to focus on.As far as I can tell, assigning a textbook to your college class is academic malpractice.They are expensive. $50 is the low end, $200 is more typical. A textbook author in Toronto made enough money from his calculus textbook to afford a $20 million house. This is absurd on...தொடர்ந்து படிக்கவும் »

Ruby slippers    
June 13, 2009, 9:58 am | தலைப்புப் பக்கம்

If you could make one thing come true that would change everything for your project, do you know what the one thing would be?One breakthrough client, one technical advance, one testimonial? One achievable change in the world?For Google, the one thing was a big thing, "we need to be the place people come to search." But for many sites, many companies, there isn't a thing. They can't articulate it. They have no wish. If you have no wish, how can it possibly come true? ...தொடர்ந்து படிக்கவும் »

Guy #3    
June 10, 2009, 9:03 am | தலைப்புப் பக்கம்

Paul just sent over this video of a dance tribe forming spontaneously at a music festival.My favorite part happens just before the first minute mark. That's when guy #3 joins the group. Before him, it was just a crazy dancing guy and then maybe one other crazy guy. But it's guy #3 who made it a movement.Initiators are rare indeed, but it's scary to be the leader. Guy #3 is rare too, but it's a lot less scary and just as important. Guy #49 is irrelevant. No bravery points for being part of...தொடர்ந்து படிக்கவும் »

Graduate school for unemployed college students    
June 9, 2009, 8:57 am | தலைப்புப் பக்கம்

Fewer college grads have jobs than at any other time in recent memory—a report by the National Association of Colleges and Employers annual student survey said that 20 percent of 2009 college graduates who applied for a job actually have one.  So, what should the unfortunate 80% do?How about a post-graduate year doing some combination of the following (not just one, how about all): Spend twenty hours a week running a project for a non-profit. Teach yourself Java, HTML, Flash, PHP and...தொடர்ந்து படிக்கவும் »

"Why am I here?"    
June 8, 2009, 9:22 am | தலைப்புப் பக்கம்

This is a simple mantra that is going to change the way you attend every meeting and every conference for the rest of your life.You probably don't have to be there. No gun held to your head, after all. So, why are you spending the time?Do you have an agenda? It might be to change the agenda, or meet someone who will become a client or to learn something that will help you at work tomorrow.Well, if that's why you're here, tell me again why you're just sitting there? If the...தொடர்ந்து படிக்கவும் »

"Why am I here?"    
June 8, 2009, 9:22 am | தலைப்புப் பக்கம்

This is a simple mantra that is going to change the way you attend every meeting and every conference for the rest of your life.You probably don't have to be there. No gun held to your head, after all. So, why are you spending the time?Do you have an agenda? It might be to change the agenda, or meet someone who will become a client or to learn something that will help you at work tomorrow.Well, if that's why you're here, tell me again why you're just sitting there? If the only reason you...தொடர்ந்து படிக்கவும் »

June 7, 2009, 10:59 am | தலைப்புப் பக்கம்

When you start a business, a brand or a project, there's a lot of work to be done. You must tell a story, build credibility and a permission asset. People don't trust you or believe you and you must earn their attention and trust. On top of that, you need skills, systems, machines and a team that works.Quite an investment.The goal is to reach the point where there's some harvesting going on. The first sales might cost you a hundred or thousand dollars each to make. At some point, though,...தொடர்ந்து படிக்கவும் »

You're boring    
June 6, 2009, 9:15 am | தலைப்புப் பக்கம்

Sorry, someone had to say it.Your products are predictable. Your insights are recycled. You don't bring surprise with you when you enter a room.That's why people are ignoring you.Which used to be fine, because you could just buy attention for your brand or your company or your sales efforts. But that half-price sale on attention is now over.The only path left is to lean out of the edge and become interesting, noteworthy and yes, remarkable. ...தொடர்ந்து படிக்கவும் »

When smart people are hard to understand    
June 5, 2009, 9:47 am | தலைப்புப் பக்கம்

If you're in a meeting with smart people and they start discussing a term or concept you don't understand, what do you do?Do you know what recombinant DNA is? Analytics? Chapter 7? Fair use? RSS? The Long Tail?If smart people in your industry are talking about an issue you don't know cold, it's very important that you don't just sit there and nod your head sagely. I think there are two constructive paths. The first is to ask. "Wait, I was with you until a second ago. What does that...தொடர்ந்து படிக்கவும் »

Thinking about the compromise    
June 3, 2009, 9:19 am | தலைப்புப் பக்கம்

If you sell crack to kindergarten students, no need to read this. Same thing if you donate all your belongings and income to the poorest and sickest in the slums and ghettos.The rest of us have compromised. We're not profit-maximizing sociopaths, nor are we saints. We're somewhere in between.It's interesting to consider where we choose to compromise. I know people with $50,000,000 in the bank who still don't believe that they have enough, who still grind away at a job they don't...தொடர்ந்து படிக்கவும் »

Why joint ventures fail so often    
June 2, 2009, 9:41 am | தலைப்புப் பக்கம்

There are two reasons joint ventures fail. The joint part and the venture part.All ventures are risky, because they involve change and the unknown. We set off on a venture in search of something, or to make something happen--inherent in the idea of a venture is failure. It’s natural, then, for fearful people on both sides of a joint venture to back off when it gets scary. When given a choice between a risk and sure thing, many people pick the sure thing. So any venture begins with some...தொடர்ந்து படிக்கவும் »
பகுப்புகள்: வணிகம்

Won by a walk    
June 1, 2009, 9:47 am | தலைப்புப் பக்கம்

I was just informed by the resident baseball fan that the Mets won a game by a walk. By a walk!Of course, in a 4 to 3 baseball game, you don't win by a walk. You win because before the walk, you scored three runs, and you win because before the walk you limited the other side to three runs. The walk was merely the last event.The last event has huge impact for organizations. When a non-profit fundraiser brings home a million dollar donation, there's a lot of celebration and the...தொடர்ந்து படிக்கவும் »

Deeper or wider    
May 31, 2009, 9:46 am | தலைப்புப் பக்கம்

If you want to grow the size of your customer base, you need to confront the buffet dilemma.Any decent buffet has foods that please 85% of the population. Meats, cheeses, potatoes... the typical fare.Once your business hits a natural plateau, it’s tempting to invest in getting more people to come. And what most buffets do is double down. Now, they have bacon, plus they have beans with bacon and turkey-wrapped bacon. Now, instead of one chocolate cake, they have three.This is...தொடர்ந்து படிக்கவும் »

The next Google    
May 30, 2009, 9:05 am | தலைப்புப் பக்கம்

Microsoft, home of the Zune, has just announced that they're going to launch Bing, a rebranding and reformatting of their search engine. So far, they've earmarked $100 million just for the marketing. Bing, of course, stands for But It's Not Google. The problem, as far as I can tell, is that it is trying to be the next Google. And the challenge for Microsoft is that there already is a next Google. It's called Google.Google is not seen as broken by many people, and a hundred million...தொடர்ந்து படிக்கவும் »

Challenging convention    
May 28, 2009, 10:12 am | தலைப்புப் பக்கம்

The smart guys at Contrast came by the office to talk about their thesis of abandoning conventions. It's the intent of changing what we expect when we use something. Obvious things like the design of a cell phone or subtle things like the design of a door knob. There are terrific benefits to successfully coming up with a solution that invents and leverages a new convention.I'd argue that there are four things to keep in mind when deciding to challenge a convention. You should incur the...தொடர்ந்து படிக்கவும் »

Is marketing an art or a science?    
May 27, 2009, 10:01 am | தலைப்புப் பக்கம்

It's both, and that's the problem.Some marketers are scientists. They test and measure. They do the math. They understand the impact of that spend in that market at that time with that message. They can understand the analytics and find the truth.This sort of marketing works when it works, but it usually doesn't. That's because we're dealing with humans, the wild card in the system.The other marketers are artists. They inspire and challenge and connect. These marketers are starting...தொடர்ந்து படிக்கவும் »

Saying 'no'    
May 26, 2009, 9:54 am | தலைப்புப் பக்கம்

If you've got talent, people want more of you. They ask you for this or that or the other thing. They ask nicely. They will benefit from the insight you can give them.The choice: You can dissipate your gift by making the people with the loudest requests temporarily happy, or you can change the world by saying 'no' often. You can say no with respect, you can say no promptly and you can say no with a lead to someone who might say yes. But just saying yes because you can't bear the short-term...தொடர்ந்து படிக்கவும் »

Want to contribute a story to the updated Purple Cow?    
May 21, 2009, 2:01 pm | தலைப்புப் பக்கம்

In the fall, a new trim size edition of Purple Cow is coming out. The book will include a significant appendix, filled with stories from people like you. If you know a business or service or organization that deserves to be shouted about, I'd love to include it. Your help is really appreciated, and the people you write about will thank you.Here's a sample from Bonnie:www.soallmayeat.org is truly remarkable. Imagine going into a restaurant and seeing no prices on the menu. You might think...தொடர்ந்து படிக்கவும் »

A clean sheet of paper    
May 20, 2009, 10:03 am | தலைப்புப் பக்கம்

The range and availability of freelance talent is greater than it has ever been before. World class designers, artists, illustrators, photographers, strategists, potters, copywriters, programmers--they're all one click away.There are two ways to work with talent.The first is to give someone as clean a sheet of paper as possible. "We have these assets, we have this opportunity, here is our budget, go!" That's a great way to build a house if you have a ton of money and brilliant architects....தொடர்ந்து படிக்கவும் »

May 19, 2009, 9:54 am | தலைப்புப் பக்கம்

Decades ago, a guy came to me with a nutty business idea. He was filled with energy and enthusiasm. "It'll cut through the market like a thresher through a wheat field," (actual quote). He practically shouted, "like a hot knife through butter."This sort of energy is contagious, but without a plan, it may not be productive.I still remember a guy who used to work with me who came to me with a grandiose plan for a book he wrote based on a TV show. He had two data points: zero, where he...தொடர்ந்து படிக்கவும் »

Two halves of the value fraction    
May 9, 2009, 9:19 am | தலைப்புப் பக்கம்

In a down economy, marketers fret a lot about price. We think that since times are tough, people care about price and nothing but price.Of course, people actually care more about value. They care about value more than they used to because they can’t afford to overpay, they don’t want to make a mistake with their money.Value = benefit/price. That means that one way to make value go up is to lower price, right?The thing is, there’s another way to make the value go up. Increase what you...தொடர்ந்து படிக்கவும் »

A million blind squirrels    
April 30, 2009, 10:46 am | தலைப்புப் பக்கம்

My dad likes to say, "even a blind squirrel finds an acorn now and then." And it's true. You shouldn't pick your strategy by modeling someone else's success. The success might have been strategic and planned, but it's just as likely to be a matter of blind luck. Someone had to get that big deal, and this time it was him.The numbing reality of the net is that now we can see all the blind squirrels, all the time. A recent piece in the Times talked about bloggers getting six figure book deals...தொடர்ந்து படிக்கவும் »

I need more time    
April 26, 2009, 10:56 am | தலைப்புப் பக்கம்

First rule of decision making: More time does not create better decisions.In fact, it usually decreases the quality of the decision.More information may help. More time without more information just creates anxiety, not insight.Deciding now frees up your most valuable asset, time, so you can go work on something else. What happens if, starting today, you make every decision as soon as you have a reasonable amount of data? ...தொடர்ந்து படிக்கவும் »
பகுப்புகள்: பணி

The first question every web site designer must ask    
April 8, 2009, 8:57 am | தலைப்புப் பக்கம்

If a client comes to you for a web site, the first thing you need to know is:"Do you want the people visiting this site to notice it?"It's a subtle but essential question.For artists, musicians and web 2.0 companies, the answer is probably yes. Yes we want people to see the interface or remark on our skills or cleverness.For everyone else, it's no. The purpose of the site is to tell a story or to generate some sort of action. And if the user notices the site, not the story,...தொடர்ந்து படிக்கவும் »
பகுப்புகள்: இணையம்

First, ten    
April 2, 2009, 9:21 am | தலைப்புப் பக்கம்

This, in two words, is the secret of the new marketing.Find ten people. Ten people who trust you/respect you/need you/listen to you...Those ten people need what you have to sell, or want it. And if they love it, you win. If they love it, they'll each find you ten more people (or a hundred or a thousand or, perhaps, just three). Repeat.If they don't love it, you need a new product. Start over.Your idea spreads. Your business grows. Not as fast as you want, but faster than you could...தொடர்ந்து படிக்கவும் »

The myth of big salaries (it's all marketing)    
March 23, 2009, 9:35 am | தலைப்புப் பக்கம்

The failed bankers on Wall Street have been whining that if they have to cut bonuses and salaries dramatically, they'll be unable to recruit great talent, and they need great talent to fix the situation.And for years, boards have been claiming that they need to pay CEOs $50,000,000 salaries in order to recruit the very best for their companies.Jamie Dimon at Chase said, "It's possible someone's going to walk in my office and say, Jamie, I have a family. I can't afford...தொடர்ந்து படிக்கவும் »
பகுப்புகள்: நிதி

Fitting in vs. standing out    
March 20, 2009, 10:27 am | தலைப்புப் பக்கம்

You won't have any trouble at all finding someone who can tell you how to fit in.They can tell you what to wear to that restaurant or this conference or that funeral. It's not that difficult to figure out how to fit in. If fitting in is your goal, you should be sure to get great advice on how to do that.Standing out, of course, is trickier. Stand out too much and you're a jerk or a fool.Clothing is not the point. You have this choice to make in everything you do, from your career to the...தொடர்ந்து படிக்கவும் »

Advice on equity    
March 19, 2009, 9:38 am | தலைப்புப் பக்கம்

A friend asked me to help him think about how to split the equity in a company he was starting. His colleague is contributing office space and some key technology. My friend is responsible for where the business goes from here. I told him this:If you apportion equity, you will certainly do it wrong.That's because it's based on a snapshot, a moment in time.Sure, today, your partner's share is worth 50% and yours is worth 50%. His because of what he did, yours because of what you're going...தொடர்ந்து படிக்கவும் »
பகுப்புகள்: வணிகம்

What's your super power?    
March 15, 2009, 10:38 am | தலைப்புப் பக்கம்

When I was a kid, I loved the Legion of Super Heroes and the Justice League of America. These were comics for slumming comic book writers, fun and sort of stupid stories where a whole bunch of superheroes would get together, hang out in the clubhouse and then work together to destroy some sort of monster that any individual superhero could never have bested.Anyway, near the beginning of most of these comics was a scene where a stranger would meet the team. Inevitably, the heroes...தொடர்ந்து படிக்கவும் »

In search of dolphin leather    
March 11, 2009, 10:43 am | தலைப்புப் பக்கம்

There's a story in the bible with very specific instructions for building an ark. Included in the instructions is a call for using tanned dolphin leather. Regardless of your feelings about the historical accuracy of the story, it's an interesting question: why create an impossible mission like that? Why encourage people who might travel 100 miles over their entire lifetime to undertake a quest to find, capture, kill, skin and eventually tan a dolphin?My friend Adam had an...தொடர்ந்து படிக்கவும் »
பகுப்புகள்: வாழ்க்கை

March 9, 2009, 10:36 am | தலைப்புப் பக்கம்

A lot of corporations have seen dramatic decreases in revenue and have cut back projects as well. In many cases, this is accompanied by layoffs, and so everyone is working far harder.But in other organizations, and for a lot of freelancers, there's more time than work. In other words, slack time.Assume for a moment you don't have money to develop and launch something new. So, what are you going to do with the slack?What can you build over the next year that will take time now and pay off...தொடர்ந்து படிக்கவும் »
பகுப்புகள்: பணி

How far away is your emergency?    
March 7, 2009, 11:16 am | தலைப்புப் பக்கம்

It's amazing that people have so much time to fret about today's emergency but almost no time at all to avoid tomorrow's.A glimpse at the TV and internets shows one talking head after another angsting about today's economy. These are the same people who needed to devote entire hours to mindless trivia nine months ago when they could have done an enormous amount of education about avoiding this mess in the first place.Six years ago, I gave a mildly controversial talk to the newspaper...தொடர்ந்து படிக்கவும் »
பகுப்புகள்: நிதி

The two elements of a great presenter    
March 5, 2009, 10:25 am | தலைப்புப் பக்கம்

1. Respect (from the audience)2. Love (to the audience)There are no doubt important evolutionary reasons why this is true, but in my experience, every great presenter earns the respect of the audience (through her appearance, reputation, posture, voice, slides, introduction, etc.) and captures the attention of the audience by sending them love.Love takes many forms. I love you enough to teach you this. I love you enough to help you. I love you enough to look you in the eye. Or, in the case...தொடர்ந்து படிக்கவும் »

Looking for yes    
March 2, 2009, 11:06 am | தலைப்புப் பக்கம்

I hate going to the post office in the town next to mine. Every time I go, they look for a reason not to ship my package. "Too much tape!" "Not enough tape!" "There's a logo!"On the other hand, I really enjoy the few times I have something weird to ship fast... and I bring it to Fedex. The guy at the desk has a totally different approach. He's not looking for a reason to say no, he's looking for an opportunity to say yes. "Here's some tape, we'll just add it right here..."The obvious reason...தொடர்ந்து படிக்கவும் »

Personal branding in the age of Google    
February 28, 2009, 11:30 am | தலைப்புப் பக்கம்

A friend advertised on Craigslist for a housekeeper.Three interesting resumes came to the top. She googled each person's name.The first search turned up a MySpace page. There was a picture of the applicant, drinking beer from a funnel. Under hobbies, the first entry was, "binge drinking."The second search turned up a personal blog (a good one, actually). The most recent entry said something like, "I am applying for some menial jobs that are below me, and I'm annoyed by it. I'll certainly...தொடர்ந்து படிக்கவும் »

The panhandler's secret    
February 27, 2009, 11:26 am | தலைப்புப் பக்கம்

When there were old-school parking meters in New York, quarters were precious. One day, I'm walking down the street and a guy comes up to me and says, "Do you have a dollar for four quarters?" He held out his hand with four quarters in it.Curious, I engaged with him. I took out a dollar bill and took the four quarters.Then he turned to me and said, "can you spare a quarter?"What a fascinating interaction.First, he engaged me. A fair trade, one that perhaps even benefited me, not him.Now,...தொடர்ந்து படிக்கவும் »
பகுப்புகள்: வணிகம்

Three things you need if you want more customers    
February 26, 2009, 11:26 am | தலைப்புப் பக்கம்

If you want to grow, you need new customers. And if you want new customers, you need three things:1. A group of possible customers you can identify and reach.2. A group with a problem they want to solve using your solution.3. A group with the desire and ability to spend money to solve that problem.You'd be amazed at how often new businesses or new ventures have none of these. The first one is critical, because if you don't have permission, or knowledge, or word of mouth, you're...தொடர்ந்து படிக்கவும் »

Is marketing evil?    
February 23, 2009, 5:45 am | தலைப்புப் பக்கம்

Marketing works.If you spend time and money (with skill) you can tell a story that spreads, that influences people, that changes actions. Marketing can cause people to buy something that they wouldn't have bought without marketing, vote for someone they might not have considered and support an organization that would have been invisible otherwise.If marketing doesn't work, then a lot of us are wasting a great deal of effort (and cash). But it does.So, does that make marketing evil? In a...தொடர்ந்து படிக்கவும் »

Get rich quick    
February 22, 2009, 5:38 am | தலைப்புப் பக்கம்

As long as there have been people who want to get rich, there have been get rich quick schemes. The guys who sell mailing lists have a name for people who buy these schemes: "opportunity seekers."Raising ostriches, or timing the market or investing in tulips--there's a long history here. The schemes tend to have a few things in common. They tend to have the same tone of voice (part breathless, part bad design, part 'we're just like you') and most of all, they are too good to be true.Being...தொடர்ந்து படிக்கவும் »