Enlightened Conflict

Tag Archives: fresh thinking if sales are down

morons

March 16th, 2013

 

“All morons hate it when you call them a moron.” - Holden Caulfield <Catcher in the Rye>Cary Town Council - Wellness Morons

 

Ok.

Morons is a harsh word and a harsh concept …but let’s face it … most of us have experienced that maddening discussion where we explain that seemingly simple concept … or that seemingly simple common sense point of view to someone … and not only can they not grasp it but may actually argue a completely moronic point of view that flies in the face of <1> facts, <2> truth, or maybe even <3> common sense.

In fact … during the discussion we may even try several different approaches to the idea, using every metaphor <or parable or analogy> within reach to throw into the discussion that we think the person should reasonably be capable of following.

In the end … sometimes we succeed … mostly we fail … and always it is painful <to us> and obviously moronic <to us>.

It is here I will bring up the idea of intelligence <despite the fact it may sound odd in a rant on morons>.

First. Just to set the groundwork … most everyday functions of modern life require an IQ of around 90.

Those functions include driving a car, mailing a letter, paying bills and making a bank deposit.

The more specialized the function, the more intricate, the higher the level of intelligence necessary.

Second. I am not using the term ‘moron’ as a classification of any mental deficiency despite the fact that technically ‘moron’ translates to denoting a mild mental deficiency. I am going to suggest being a moron denotes a certain deficiency … but not a mental one.

Therefore <here is where I link intelligence and the topic of morons> we can dispense with the idea that morons are stupid or have a lack of intelligence.

The deficiency within morons, or being moronic, has nothing to do with intelligence <or at least IQ>. Most have IQs at or above 90 <I made that up but I tend to believe it>.

Let me take it one step further. You cannot be a moron unless you actually are intelligent.

Because morons are actually people who have intelligence … but they waste it.

Either by using it <their intelligence> poorly or misusing it or not even using it at all.

Wow.

Bet you didn’t think I was going to head down that path, did ya?

Morons are actually intelligent? Yup. Morons are simply purposefully ignorant … but they are smart.

Uh oh.

That means morons are as intelligent as you and I <okay … maybe at least me … you are probably smarter and this is simply my issue>.

All that said … it suggests that the moronic issue resides elsewhere than intelligence.

Robert Heinlein said that stupidity characteristics <or characteristics of morons> are actually tied to ignorance <so I am going to steal that idea because I agree with Bob>.

He suggests that stupidity cannot be cured using money, remedial education or some governmental edict because inevitably it resides within a different reason … a purposeful or intentional ignorance.

Purposeful. Hmmmmmmmmmmmmmm … This means that morons actually know something to be wrong with themselves <it may be subconscious but they somewhere within they understand> … they are intelligent enough to understand … and, yet, rather than correct themselves and abandon that ‘something’ … they practice intentional ignorance clinging to that ‘thing’ and inevitably insist that they are right and everyone else is wrong.

And this is where morons are dangerous.

morons electronsVery very dangerous.

 

“Because, fanaticism and ignorance is forever busy, and needs feeding. And soon, your Honor, with banners flying and drums beating, we’ll be marching backward, backward, to those glorious ages of the 16th century, when bigots burned the man who dared bring enlightenment and intelligence to the human mind.” – Clarence Darrow <Inherit the wind>

Morons march backwards. Busily marching themselves and trying to herd the rest of us backwards to some glorious age.

It is a Life truth that fanaticism & ignorance is forever busy <and a busybody>.

I fully understand that this fanaticism and ignorance is impossible to extinguish. But that doesn’t mean it should be tolerated. Particularly if it is actually harmful.

Regardless. Tolerance is an acceptance of the morons.

And with this acceptance, albeit grudging acceptance, the morons simply see it as permission to be moronic and they gladly step up <in their forever busy way of theirs> and do harm.

Harm in the form of stopping <or even reversal> of progress … harm in marching us backwards.

Or they teach and promote falsehoods to others <others including children which is disturbing> with the hope that this younger generation will grow up and can possibly march us backwards.

All this translates into a lot of time and effort and energy lost as ignorance and its byproducts step up and suck time & energy from progress.

Ok. A Bruce thought.

I believe we can no longer afford the luxury of moronic ignorance or tolerate the presence of morons. Tolerating them leads to the creation of a sense that this moronic ignorance actually equals some sort of knowledge <which then makes them some sort of “knowledgeable person” and you know where that leads … ‘trouble in River City’ to quote The Music Man>.

 

“<there is a> … false notion that my ignorance is just as good as your knowledge.” ― Isaac Asimov

 

Morons are wily. They have the notion that their smarts, combined with their purposeful ignorance, is just as good as real unfiltered knowledge.

This is tiring to deal with.

In fact … if you find yourself surrounded by morons, rather than just shake your head, you have to purposefully accept the challenge to deal with their moronic thinking with the knowledge that they actually have the intelligence to be non-moronic <but actually choose to be moronic>. Wow. Just typing that made my head hurt.

It would take a monumental effort to create the unlikely evolutionary change where morons become extinct <that may be an unattainable objective but it is certainly an admirable objective>.

And it will take your best monumental effort to deal with a moron because there are instances where the lines are blurred and where argument and debate and discussion regarding two sides of an issue are actually warranted.

But.morons disagree

You should seek solace in that there are also issues where right is right … and wrong is wrong … and anyone who argues it looks like the guy who believes Yoda exists somewhere and The Force can be attained with focus & practice.

Oh.

And here is where morons really thrive.

Numbers & science & studies & statistics <oh my>.

Science is smart and science is stupid.

Both are true and there could be studies done to prove it.

One of the smart/stupid things about science is something called the ubiquitous study. They are excellent scientific research formats but while all studies <and most research in general> are interesting … they do not reveal eternal, all-encompassing truths.

They simply provide a glimpse into one small, carefully cordoned off area of interest. Extrapolations from the data are based on statistics and therefore do not necessarily apply to everyone and everything.

I say that because it seems like we find comfort worshiping at the altar of the ‘numbers’.

All of us seem to be considering study results and numbers to be the indisputable truth.

What a fantasy.

But it is often a fantasy land morons live, eat & drink in <and thrive in like a bacteria in a petri dish>>. Numbers are their friends and constant companions.

Morons thrive on the isolated statistic. A random factoid or piece of information that has no context nor admits it has Truth only within a limited set of circumstances. And they win a shitload of debates using this technique. How does all this happen?

Well. It sounds simplistic … but I believe we allow it to happen for a couple of reasons … first is a well intentioned but subverted belief in freedom of speech. Subverted because inevitably it is often simply ‘freedom of opinion’ these days. Secondly … ‘opinion’ forces us all to seek something tangible in which to reach some conclusion … therefore we seek statistics or numbers to identify truth <and isolate something we can all agree on>.

And numbers do not necessarily translate into Truth. Especially isolated non-contextual numbers.

In the end we seem to be damned by a society that has ingrained in us this strange belief that because we encourage freedom of speech and freedom of thought … that all ideas deserve respect and consideration that no one individual <or idea> is “better” or more “worthy” of consideration than any other.

What a bunch of bullhockey.

This has created an environment in which any moronic idea can hover around like an aggravating gnat as legitimate idea.

It is crazy.

A moron is a moron.

A moronic idea is a moronic idea.

It is time that we learned to have the balls <or spine if you are a woman> to call out the morons.

morons quoteMorons don’t like to be called morons.

Why?

Because they are frickin’ intelligent enough to know better than skate by on shallow feelings and beliefs.

And all the while you must swim in the shallow end of the intellectual debate to debate with them … you must be careful of your own ignorance more than theirs … because purposeful ignorance does have a sneaky way of creeping up on you. What I mean is that it is easier to be a moron than to not be a moron. It takes less work, intellectually and curiosity, to maintain an ignorant point of view than it takes to not only grow personally but to actually help a moron grow <which is a quite taxing job>. Frankly it is just easier to quit debating than to take on a moron. I imagine it becomes a test of character.

Regardless. I imagine in the end that is my point <the test morons give us day in and day out>.

Morons are morons because they are smart enough to engage in purposeful ignorance.

To be ignorant on purpose?

Yikes.

You would have to be a moron.

But. In the end … morons hate to be called morons simply because they are smart enough to know they could do, and be, better. Even morons know somewhere under their purposeful ignorance they should be better than what they are. I imagine the only way to beat morons is to actually get them to face that fact.

Wow. There is a tough job. But. We cannot let the morons win. Purposeful ignorance is a disease. A disease that can affect entire civilizations & cultures. That thought makes it scary to even think about tolerating the moron.

but how about?

June 11th, 2012

Ok.

This post is a cross between an observation and a rant.

The observation: How often businesses get trapped in the “but how about?” type discussions. Note. “But how about this?” is just another version of “why shouldn’t we build/service/do this?”

The rant: It is amazing how often the question is generated by one of two things:

1. A new trend or fad or publicized widget need that someone in a flash of brilliance says “hey we can do that!”

… or

2. It is available as an opportunity with the appearance of possible sales (possible profits but that is another discussion that still amazes me).

Well. Point 1 is particularly dangerous because chasing trends/fads is like chasing the Roadrunner <and you are Wile Coyote>. You won’t catch it. oh. And if you do, your plan won’t most likely work anyway.

Point 2 is particularly complex because product extensions, innovations and a whole mess of internal twister-like maneuvers shouldn’t <in general> be dictated by external stimulus.

Regardless. Constantly bringing up the question is wasted energy <the majority of the time>.

Here is the core issue at hand.

Too often businesses struggle to find their sense of self. And it’s kind of nuts because, with regard to this discussion, business is actually pretty easy.

Decide who you are and what you are good at.

Oh. And that doesn’t mean saying “we are a nice company with values and we are good at everything.”

My main issue with this topic is that if I can set up guardrails, or, at minimum, recognize that direction guardrails are important, why can’t businesses?  Its nuts.

Look. I am going to use myself as an example because, as noted above, I don’t easily deal with guardrails … I often find them constricting.

Yet. I get paid more often than not for simply saying “no” to “how about?” Yeah. I get paid to stay within guardrails <go figure>. And I am not smarter than the average bear (yogi bear reference).

Look.

My strength is identifying and creating creative solutions to challenges-problems. I can do it in my sleep. Any time. Any business. Any where.

What that means is my weakness is staying the course – staying on mission-vision-whatever you want to call it. (Note: sorry folks. No one is strong at everything. If you have a strength identify it and you can always identify the related weakness. Don’t worry. You can always compensate for it. ). I envision, using hindsight, that because that was my strength when I was younger I probably went out of my way to create challenges/problems to solve (which most likely drove some of my groups nuts). This didn’t mean I created work … but rather sifted through a lot to uncover a ‘situation/problem’ to solve. Probably out of dumb luck I created some viable issues to pursue and inevitably my groups were known for proactive innovative thinking (hey…I found the silver lining).

Anyway.  In recognizing my weakness I compensate by having a strong process for identifying the core positioning-mission-core competency. By doing that I can leave my strength – solving this issue – unfettered. It revolves around the process but the solution is not driven by the process. Now. My process may allow a little more latitude than some others (think of it as designing a five lane autobahn versus a one lane drag race track) but it sets up guardrails.

And that is what is frustrating.

Because, once again, I can set up guardrails, or, at minimum, recognize that direction guardrails are important, why can’t businesses?  <fill in your own answer here because I don’t have one>.

And then because businesses cannot figure out this sense of self then some brand-voodoo-magicians <i.e., consultants> come along and use sleight of hand bullshit that only confuses businesses.

Thought for everyone. Don’t be confused. It is simple.

A company owns its character, core competency and crap they sell. Consumer owns the brand. Therefore as a business you focus on what you can control. It’s the guardrail thing I mentioned. I promise companies if they stay within their guardrails that buyers will inevitably forge a brand that is within the guardrails. And dealing with “how abouts?” becomes incredibly easy because while some bonehead is presenting a whizbang prezi presentation (with augmented reality to really wow you) outlining all the sales reasons a company should do something it comes down to the guardrails. Because (and I have told dozens of companies this – albeit some listen and some don’t) if the dollars and cents reside outside the guardrails it becomes a gamble. It becomes the Kentucky derby of business decisions.  Which sucks because most companies don’t breed racing horses.

Anyway. Having been around the block a couple of times here is why I believe a sense of self keeps getting missed:

1. Lazy thinking. “We are good with retail business” is a prime example. Lazy, lazy, lazy thinking. Because not all retail is the same. A franchise retail is different than a corporate retail. A grocer retail is very different from a cellular retail. A one location retail is different from a 1500 location retail.  The list goes on. Anyone can select a big bucket to sit your ass in … and it is a waste of time in terms of actually being meaningful in terms of truly understanding your ‘self.’

2. Everything to everyone. Well. Ok. Not trying to be everything, but rather in self reflection believing you are capable of everything. This is the infamous “We can figure it out when it happens. We always have.” Yeah. Well. Maybe. But probably not. The truth is if you really really think about it the business is actually good at something. There is something within the shit you pulled off (sometimes by the hair on your chinny chin chin) that provides a commonality that you should invest the time in figuring out.

Yup. It will actually help you do better in the future. And will help you hire better people (ok … it just may make you better at hiring the right people).

3. “I am going to miss something” (or the “moving sense of self” syndrome). Uh oh. As soon as you put a stake in the ground … it means someone will not want to plant themselves next to you on that ground. Why? They may not realize it immediately but the more they review the landscape they realize that they don’t want to plant their butts there. <Hint: that is okay.>

Next. A fact: it bugs the shit out of the ‘stake placer’ to be spurned (even if it is a bad match). As soon as spurning happens this company wants to pull up its stake and run around looking for a place to put the stake that would be appealing to the ‘spurner’ (i.e., for that one business opportunity).

The conclusion: Just put the stake thru your heart (or thru whomever cannot stay with the original good thought).

Ok. And beyond  the silly business misdirection I imagine it, at its worst, could come down to 2 things (primarily):

- not defining the guardrails in the first place

- not believing in the guardrails that were established.

Both are quite solvable but that’s not what this post is about. It’s about the fact that the majority of businesses fall into 1 or 2 and invest a shitload of energy in “how about?”

So … how about this?

That’s stupid.

In the end.

Beyond the stupidity comment … I could start a ‘who’s who’ list of companies who seemingly get seduced into discussing dreams or what ifs with regard to who they are <as a company> rather than insuring they know what they do and who they currently are. It is not only wasted energy but, even more importantly, potentially disastrous.

Oh. And please do not confuse this questioning with “whats next?’ because that question is usually a reflection of someone who is standing on some solid “this is who I am and what I do well” discussing what they want to do next.

By the way … advertising agencies are the absolute worst offenders of this issue … but … I am amazed on how many of all businesses fall into this discussion category.

Oh. The profit thing. I usually cut to the chase pretty fast on this one. Yes. Someone certainly knows how to make money on ‘x’ because they are doing it (and it appears they are making money). No. That does not mean we know how to do it and make money. There are a lot of business people who just say “we will figure it out if we actually get the opportunity.”. Well it doesn’t work that way. Or. Maybe better said it is more difficult than that simplistic point of view. Some things can be figured out (some not). Some things can be figured out but take time to do so (and what do you do in the interim?).  But. A company needs to figure it out. A wise man once said this:

“Most agencies are in the same boat — from big ones to two man shops. They’re in it for the money and they’re scared. Scared the client’s going to walk. And because they are afraid they compromise their principles. They are so scared of losing the business they give the customer what they think they want rather than what they know he needs. And sometimes it works — for a while. But in the end it always backfires. You lose the business anyway and you wake up one day to find you’re a prostitute. So, in the end, stick to your principles. ‘to thine ownself be true.’ 0ver 200 years old but still good advice.” – Stephen Hawley Martin (founder of The Martin Agency)

Ok.

Just to be sure my rant wasn’t too far off base I did find a study from Prophet <who I sometimes respect>.

New Prophet Study: Execs Understand That Customer Engagement Is Pressuring Brands To Perform Better — But Many Don’t Think Their Marketers Can Handle the Challenge

“The majority (55 percent) of participating senior executives in general management and marketing said that supporting business growth through a well-differentiated and relevant brand positioning was their most pressing concern,” said Mike Leiser, Prophet senior partner.

  • Targeting customers in this environment is problematic; three-fourths of respondents said they’re not doing it effectively. Over 90 percent are targeting more than one segment, and over half of these do so with multiple positionings of a single brand. Importantly, however, those multiple positionings are similar – what’s different among most in this group are the tactics used in bring them to life.

“Adjusting to this changing landscape will be a process,” Leiser said. “Our findings show that marketers must adapt a more visionary orientation to more effectively guide their organizations through it.”

So.

Gosh. Maybe I am not as dumb as I look.

when down is up

February 13th, 2012

Ok.

Some times I believe economists and marketing people take the same voodoo math classes (assuming they actually take math). What do mean? Somehow through voodoo math they can both show everyone that down is up. No shit. Really. Down isn’t down … it is really up (if only my bank balance could implement that math).

Examples.

Unemployment is down this month (but its still up versus a year ago).

Sales are down (but it’s up versus the rest of the category).

WTF.

So let me stick with business.

Let’s be clear.

When is down, well, up?

(Answer to that question)

NEVER.

Down is down.

Down is bad.

Down is never the objective.

If i hear one more time “… well Mr. Giraffeney, it’s a tough economy right now. The category is trending downward at 11%, but we are only down 5%. So we are doing well in a tough category. In fact … <insert pregnant pause here> … we are actually up when you look  it that way.”

Hmmmmmmmmmmmmmmmmmmm …

(Mr. Giraffeney after a minute or so) “So our sales are down … but not really down? I love it!”

What a load of bullshit.

To me negative is down.

And bad (because it isn’t up).

To be fair it is easy to talk your way into the down but not really down rabbit hole of economic unreality (in fact … I say hanging my head sheepishly … I have done it myself years ago).

It is extremely easy to justify ‘down but not down’ by saying if people aren’t spending, it must be ok that they are not spending with us. And that if times are tight than that must be the reason they don’t value our brand as much (or any brand).

Anyway.

It may be easy to fall into this double speak but it is bullshit.

Here is something to chew on.

Business is out there. People are buying stuff. and there are plenty of people buying stuff.

Yeah. Even today.

Plenty of companies are gaining market share and there are a boatload of profitable companies (flush with cash by the way). And there are a lot of companies with increased  sales.

We have an extremely robustly sized eceonomy out there my friends.

I say all this because it can be easy to justify doing what you are doing a variety of ways … and saying down isn’t really down is a way a lot of people do so.

Stop. Just stop.

Up is attainable.

You may just have to be a little smarter to get it.

“Smarter” almost always resides in appealing to consumer needs without losing sight of the fact you have to make money … profit. You cannot (and should not) discount your way to success. That path is a very slippery slope not only from consumer attitudes perspective (defining how they value you) but it is also puts a massive strain on profitability (which impacts the organization like a bad ripple effect).

You have to be smart and insightful with how you talk with people you want to buy your stuff.  Maybe you need to seek a new role, or a differently defined role, that is more vital and easier for consumers to rationalize. And, god forbid, tell the truth & have something worth paying for.

Here is a fact.

People will spend against need – real or perceived.

They also search for value, but that doesn’t mean people will not spend premiums for quality. Or spend more money for a perceived need (which is actually a “want” instead if I was going to be technical with myself).

Look at SUVs, Starbucks, Apple and Whole Foods markets.

All doing quite well thank you very much.

This is simply finding growth under pressure.

Persistent sales stagnation is most likely a reflection of how people perceive needing what you have to offer more likely than it is “the economy.”

(sorry to burst anyone’s excuse bubble with that).

Businesses need to face the fact that the economy’s growth is going to be minimal at best …with the risk of another sharp downturn very real … and quit whining and go out and find a way to grow.

Businesses must not stop their quest for growth even in ‘bad times’ nor should they stop their quest under the guise that ‘well we were down .. but not really.’

Here is one thing I can promise you about growth companies.

In every case, there are a group of people (and I mean both business side people and advertising/marketing agency people) behind that company & brand that see things not just as they are, but as they could be.

And then they go out and get it.

No excuses.

So.

I guess I wrote this to warn people about people who stand up and say “we had a good year … we are not down as much as everyone else or the category.”

Down is never up.

And, by the way, up is attainable.

Even today.

Marketing in a Recession (Part 1): you can’t hide from recession

January 7th, 2010

Note:  This is the first of a two-part piece that I wrote early last year for my agency and clients about marketing in a recession.  Look for part 2 in the coming days.

The current environment is one that cannot be ignored. We are in a recession. People, businesses and consumers, have less discretionary money. Businesses will be cutting back on expenses and marketing departments will have to do more with less. This means that business goals will still be there and more challenging to meet and Marketing departments will have to do it with less money. This white paper outlines some thoughts on how marketers can be a little smarter with their money to position themselves to be successful in the marketplace.

Let’s begin by talking about what is happening in the marketplace. And why maybe some of the past recession rules may not apply moving forward in 2009.

Comparing the 2008-2009 recession to past recessions

This generation hasn’t faced this scenario before. In fact, not many adults who dealt with this scenario in the 1930’s remain (to maybe guide us). Yes. I am suggesting we cannot compare recent recession learning and need to go back to the Great Depression for learning.

In a traditional recession people are worried about losing jobs as companies cut back to face the economic challenges. In the current scenario the entire financial infrastructure seems to be breaking down – globally. Boy, that sounds like the Depression era doesn’t it? Entire companies, brands as they may be, which have been in existence through generations are crumbling. Icons of stability are not only looking less stable they are ceasing to exist.

The difference between now and recent recession periods in the consumer’s mind can be summarized – “I am worried about losing my job versus even if I do all of these things right and keep my job can I still make it.” Don’t be surprised when people shift into a full survival mode. And not just low and middle income people but even large wealth groups.

In this kind of environment it may seem silly to talk about marketing or protecting your brand. But these topics are relevant to business success and the economy in general. The economy machine will continue to run on strong functional products and services being marketed to people. ‘Fluff’ products and services-products and services surviving more on image than performance and ‘fluff’ marketing-will not survive.

Discretionary versus non-discretionary category marketing

The marketing rules of the game are going to vary between discretionary and non-discretionary categories. People will treat marketing messages for “items I need” and “items I want” with a different scorecard.

Discretionary categories, like soda, cigarettes, candy, movies, etc., will certainly be able to get away with traditional image driven campaigns. In fact, historical evidence suggests that lower cost discretionary items will prosper in difficult economic times (according to annualized increases in consumer spending in the UK 1989-91 movie revenue grew 16%, alcohol 10%, and sports & toys 6% – source: DDB “capturing opportunities in challenging times.”).

Bottom line is that in uncertain times people will still be seeking moments of indulgence or escapism. They will just be more thoughtful and low cost indulgent moments will prosper.

It is in non-discretionary-like categories where things will get challenging. Branding campaigns, soft image driven look & feel, in non-discretionary categories will be bad. Very bad. They will be seen as the actions of uncaring, “fat” companies. (see recent example of automotive CEO’s flying first class to Washington DC meeting). Campaigns need not be pedantic but they should err on the side of being more overt in their messaging of benefits and value. Companies messaging and spending cannot be perceived as wasteful but useful, not pandering but compassionate and not imagery but rather benefit-driven.

my definition of Marketing

November 30th, 2009

Communicating meaningful information so people can make meaningful choices.

Let’s talk about the definition of ‘Marketing.’

It isn’t sales.

It isn’t some psychological mumbo jumbo of convincing people to do something they don’t want to do.

It IS about attitudes & behavior. That means … at its heart marketing should be about education. And similar to our school systems I believe marketers have a similar responsibility as teachers … a responsible transfer of information.

Okay.

That doesn’t mean, as a marketer, I have to always facilitate a debate on the positives of social democracy versus socialism in the marketplace with regard to adult diapers but it does mean marketers have a responsibility to speak the truth. Not nuances of the truth (or selective lying … or selective or partial truths).

So, in the end, I tend to believe marketing’s struggle will always reside within individuals’ definition of “meaningful information.”

And we shouldn’t be naïve enough to believe that even if everyone agrees with this definition that everyone will “get it right.”

In some cases people will make true mistakes based on “I think it should be ‘this’ versus you think it should be ‘this’.” <note: because whether we want to admit it or not … people in marketing are … well … people .. and not all people think exactly the same way … sorry about that>

On other occasions, someone will decide to try and communicate something unimportant and try to make it important (shame on you).

The largest error in our ways will be reflected in what I see is the biggest flaw in the marketers’ world.

The fact that most marketers delude themselves into shaping something <product or service … or worse … a ‘brand’> as unique when it is simply well crafted information (and not unique).

Regardless, I believe marketing is ultimately about truth. Maybe I am naïve but I believe common sense and honesty always ends up winning. False “uniqueness” is uncovered as emperors’ clothes in the end … so why not stake truth out, meaningful information, for all to see and let people make meaningful choices? You are gonna have to do it anyway <because consumers are pretty smart people>. In other words, educate people and they will judge what you say, your product, your company, your brand with an unjaded eye.

The potential prize? Maybe, just maybe, they will actually choose what you are offering for all the right reasons.

So. All that said. Here is a surprising definition (that is if you have done the math and uncovered the formula) … the definition of Marketing is … well … truth.

things worth reading

November 18th, 2009

- The Culture Code

“The Culture Code: An Ingenious Way To Understand Why People Around The World Live And Buy As They Do” by Clotaire Rapaille examines how different cultures view products and industries (conceptually). Rapaille, a cultural anthropologist, has helped many international companies explore these cultural codes by examining how consumers really feel about products.

I believe this book should be required for any strategic planner, brand planner, heck, any company that has a customer. Clotaire Rapaille may have Albert Einstein hair and kind of look like a mad scientist or a kook in general, but conceptually his stuff is straightforwardly brilliant (as long as you are a little selective because on occasion he does make some sweeping generalizations). I loved reading the book and I do know that I was at a place where we used his information to create an amazing strategy to help a client out (of course the client ignored it). But I have now seen embodiments of that same strategy in marketing for a variety of companies (and it appears to be working).
Rapaille argues each product makes a unique imprint on members of any given culture. This imprint can be described in only a few words. For example, Rapaille says the American code for cars is “Identity,” while the German code for cars is “Engineering.” Rapaille states the obvious that ‘different cultures are different’ but expands on that idea by explaining how a nation’s history and cultural myths are psychological templates to which its citizens respond unconsciously. Easy to read. Thoughtful. Provides nice general thinking fodder to develop some specific thinking of your own (depending on the situation you yourself are facing).

- The Great Game: The Struggle for Empire in Central Asia by Peter Hopkirk

This extensively detailed book chronicles the imperial struggle for power in Central Asia (Afghanistan is central to the book) between Victorian England and Czarist Russia. In a phrase coined by Captain Arthur Connolly of the East India Company before he was beheaded in Bokhara for spying in 1842, a “Great Game” was played between Tsarist Russia and Victorian England for supremacy in Central Asia. At stake was the security of India, key to the wealth of the British Empire. When play began early in the 19th century, the frontiers of the two imperial powers lay two thousand miles apart, across vast deserts and almost impassable mountain ranges; by the end, only 20 miles separated the two rivals.

It is a fascinating book telling an extraordinary story of ambition, intrigue, and military adventure. As you read it is amazing how relevant some of the discussions are to today’s issues and actions in that area. The Great Game was Russia’s version of America’s “Manifest Destiny” to dominate a continent, and the author is careful to explain Russian viewpoints as fully as those of the British. The book ends with the fall of Tsarist Russia in 1917 (but he also wrote a great book about this area and the transition o soviet empire). Today world peace and stability are again threatened by tensions in this volatile region of great mineral wealth and strategic significance and this book can give you some great background as to why it probably will be that way for decades to come.

- Aimee Leduc Investigation Series by Cara Black (the 1st one is Murder in the Marais)

If you love Paris, or are interested in Paris, and like a good mystery this series of books by Cara Black is awesome. Each book has a little detailed map upfront showcasing the section of Paris the book focuses on. Aimee Leduc (the main character) lives in one of the neatest sections in Paris – the Ile Saint-Loius. The Île Saint-Louis is one of two natural islands in the Seine river (the other natural island is Île de la Cité and also gets featured in a book in the series).

I love how you get a feel for the real Paris, the gritty side, the ease of access to all points in the city and the hidden special places only the locals frequent, as you weave your way through the mysteries.

If you cannot visit Paris then read the series. If you can visit Paris, well, read the series before you go.

- The lyrics from Madman Across the Water

Bernie Taupin is underrated. He provided Elton john a mix of lyrics that tell amazing stories.

  1. “Tiny Dancer”
  2. “Levon”
  3. “Razor Face”
  4. “Madman Across the Water”
  5. “Indian Sunset”
  6. “Holiday Inn”
  7. “Rotten Peaches”
  8. “All the Nasties”
  9. “Goodbye”

Each song’s words are pretty amazing, some overall, some just have a section with a sound bite that captures a great thought. To me, metaphorically, this was Bernie/Elton’s strongest mix of songs. And Goodbye is one of the sweetest minute and half songs you will hear.

- Paris 1919: Six Months That Changed the World by Margaret MacMillan and Richard Holbrooke

I am going to write a lot about his amazing book but all you really need to know is that this book explains a lot about the current tensions we face between many countries across the globe today.

The book explores the original intent, constraints, and goals of the diplomats who sat down to hammer out a peace treaty in the aftermath of World War 1. The narrative revolves around the “Big Three” Wilson (United States), Lloyd George (Great Britain), and Clemenceau (France) who dominated the critical first six months of the Paris Peace Conference (although the PM of Italy was also part of the council).

The book walks through how the peacemaking Council of Four, representing Britain, France, the U.S. and Italy, conducted six months of parleying concluding on June 28 with Germany’s coerced agreement to a treaty no Allied statesman had fully read. And in the end although President Wilson had insisted on a League of Nations, even his own Senate would vote the league down and refuse the treaty. As a rush to make expedient settlements replaced initial negotiating inertia, appeals by many nationalities for Wilsonian self-determination would be overwhelmed by rhetoric justifying national avarice. The Italians, who hadn’t won a battle, and the French, who’d been saved from catastrophe, were the greediest, says MacMillan; the Japanese plucked Pacific islands that had been German and a colony in China known for German beer. Wilson got nothing; returning home, he suffered a debilitating stroke. The council’s other members horse-traded for spoils, as did Greece, Poland and the new Yugoslavia. There was, Wilson declared, “disgust with the old order of things,” but in most decisions the old order in fact prevailed, and corrosive problems, like Bolshevism, were shelved. Hitler would blame Versailles for more ills than it created. The book extensively encompasses all the continents the peacemakers vainly carved up.

-  The Economist

This magazine is oh so British. Oh so worldly perspective (versus USA today). Oh so well written.

It is insightful. Maybe a little liberal in its views but I have always found it generally fair in its coverage of topics globally. And I love the fact they (in a very interesting way) provide an opinion on every topic (and generously lampoon anyone at anytime). How they provide opinions is wonderfully entertaining (snapshots of some headlines and subheads):

- Binyamin Netanyahu cocks a snook at the American president

- An Irish riddle wrapped in a mystery

- Coconut Leader: A coup leader who is tough on the outside and softer underneath

- A New way to Annoy a Neighbour

- The War on Bambi: taking back the gardens

Delightfully irreverent tone even when talking about serious issues.

And don’t worry. The US edition is exactly the same as the international version as far as I can tell (they simply shift the entire American over view article section upfront to appease our egos).

- The J Peterman catalogue

Ah, J Peterman clothes and items, the stuff is pretty nice. But the descriptions are written so you don’t buy the stuff. Really if you do end up buying something you are buying what you will become if you wear or use the stuff. Wonderfully written catalog. Mini stories about each item. Hey, it’s not just a striped shirt you just bought. You are Picasso at the moment he is sitting behind an easel. It is not a dress. It is a quiet moment with Audrey Hepburn at a cocktail event. Maybe what I like most is that I learn something. About someone. About a moment in time.

Standing on the quay at Douarnenz, watching the sardine fleet head out into the Atlantic, just as it has done for eons.

A stiff breeze blows in from the southwest. Not a chilly breeze, but you definitely want to be wearing something.

After a few millennia of fishing under these conditions, this is what the fishermen on the Brittany coast have come up with.

Breton Sailor’s Shirt (No. 2499). Found in a marine supply store near the harbormaster’s office.

It’s made from 100% cotton canvas sailcloth, which makes it sturdy enough to stand up to about a 5 on the Beaufort scale, yet soft to the touch.

Pullover style with a sailor’s collar, v-neck and loop and button closure.

There’s also an inside chest pocket for valuables. Perfect for taking out the E-Scow, raking the leaves, or a walk across the commons.

- To Kill a Mockingbird by Harper Lee

To Kill a Mockingbird is a piece of our American history that depicts racism and prejudice, childhood innocence, and the perseverance of a man who risked it all to stand up for what he believed in. Wonderful book and one I will read again .. and again .. and again (and I will give a copy to everyone I know). If somehow the book itself has passed you by, or if (sadly) it was imposed on you for a class assignment when you were young, revisit it. It’s one of the best books ever written.

Set in the small Southern town of Maycomb, Alabama, during the Depression, To Kill a Mockingbird follows three years in the life of 8-year-old Scout Finch, her brother, Jem, and their father, Atticus the story surrounds the arrest and eventual trial of a young black man accused of raping a white woman. The book explores big issues through the eyes of a child. The result is tough and tender talking of race, class, justice, and the pain of growing up. Everyone who reads it has a favorite section in the book. Mine will always be the relationship between Dill and Scout.

- The lyrics to Sheryl Crow’s Wildflower

Oh, what an overlooked CD Wildflower is. Sure. There are some forced rhymes here and there. (but that is the bane of a songwriters’ existence) “Good is good and bad is bad but you don’t know which you had.” Plus. I am not sure there is a better female singer out there delivering lyrics when she stays in the lower range of her voice (which she does a lot on Wildflower). Some great metaphors. And, in general, some straightforward lyrics communicating some really nice thoughts.

- It’s Not What You Sell, It’s What You Stand For: Why Every Extraordinary Business Is Driven by Purpose by Roy M. Spence Jr. and Haley Rushing

I have noted several times I don’t particularly like reading business books. And then you run across one like this one and it renews your faith in perusing the business book section seeking something to read. This book is chockfull of interesting anecdotes and sound bites.

The premise of ‘purpose driven’ has been talked about before but possibly never so articulately. While I believe every business owner should read this (I believe it should be mandatory reading for every business class in universities) I hope that readers take to heart the individual message. The message that if you, as a person, can identify the purpose that drives them that they can truly live an extraordinary life.

This is an extraordinary book. It communicates some great messages and gives you some excellent behind the scenes stories which are just plain fun to know about.

- Technique for Producing Ideas by James Webb Young

This book (which was written in 1937 for advertising people) is relevant to anyone’s work. This little book is one of the simplest summaries of commonsense—and articulating common sense is this book’s greatest virtue. The book lays out a five step process for generating novel and not-so-novel ideas, crisply articulating them so that you can put to them to immediate use. It is a powerful guide for gathering information, stimulating imagination, and recombining old elements into dramatic new ideas. It is so simple you wonder why so many consultants make it so much more difficult.

- Mostly True Collected Stories & Drawings by Brian Andreas

I didn’t even know Andreas existed until 2000 when an amazing young woman I knew gave me a print as a gift. I know he creates things as life lessons for kids (kind of) but his little drawings and quirky thoughts are wonderful insights into everyday life. While every little book he has published is worth it. If you don’t trust me on this go for one of his first two books. I guarantee you will find at least one thing insightful that will make you stop and think and probably want to share with someone in either of his first two (Mostly True… and Still Mostly True). If I were an advertising guy I could build a great campaign around his thoughts.

- The Lost Constitution by William Martin

A rare, annotated draft of the U.S. Constitution is at the heart of this entertaining historical fiction novel. Throughout the book you get an understanding of how people have always tried to use the Constitution for their own purposes, including right-wing Christian fanatics, survivalist gun nuts, liberal gun-banners and greedy entrepreneurs now seeking the lost draft. It is also clear that the Constitution—drafts and all—was intended as a unifying agent. This is a good mystery and an excellent examination of constitutional issues. It is a fun read with some historical significance.

- The Constitution of the United States

We the People of the United States, in Order to form a more perfect Union, establish Justice, insure domestic Tranquility, provide for the common defence, promote the general Welfare, and secure the Blessings of Liberty to ourselves and our Posterity, do ordain and establish this Constitution for the United States of America.

This is a powerful document that stands the test of time. This is the American vision of what government should be. Many people think that America is a democracy but it is actually a constitutional democracy. The Constitution of the United States sets limits to the powers of government and outside of these enumerated powers the government has no authority to do anything else.
Along with the Bill of Rights, which lays out the few rights of the people and states that are absolutely not to be infringed upon, if you want to get a sense of how frickin’ smart our forefathers were then sit down and read these documents. It will make you appreciate what they did (and maybe what you have for a country).

- The Eight by Katherine Neville

Even readers with no interest in chess will be swept up into this really fun fantasy-adventure-historical fiction novel. The story revolves around a search for a legendary chess set once owned by Charlemagne. All characters in the book covet the fabled chess pieces, because the chess service, buried for 1000 years in a French abbey, supplies the key to a magic formula tied to numerology, alchemy, the Druids, Freemasonry, cosmic powers. As the story shuttles between the 1970s and the 1790s, you are introduced to 64 characters, including Mireille, a spunky French nun who helps scatter the individual chess pieces across Europe lest the set fall into evil hands. Involving Napoleon, Talleyrand, Casanova, Voltaire, Rousseau, Robespierre and Catherine the Great in the quest, Neville has great fun rewriting history and making it all ring true. With two believable heroines, nonstop suspense, espionage, murder and a puzzle that seems the key to the whole Western mystical tradition, this is first-rate escapist entertainment.

Enlightened Conflict