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Strategy

7 December

The cobbler HAS shoes.

Posted by in Marketing, Spoke News on December 7, 2016
The cobbler HAS shoes.

You know that saying about the ‘cobbler’s kids with no shoes’ (implying he’s too busy with work to take care of himself). Have you ever noticed that it’s the ‘cobbler’s kids’ and not the cobbler himself? I bet the cobbler didn’t just have shoes, he had really nice ones (for the record, my great-grandfather was […]

17 November

Marketing Myopia Revisited

Posted by in Marketing on November 17, 2016
Marketing Myopia Revisited

You are defined by your customer. You are not in the business of whatever your product or service you sell, you are actually “a customer-creating and customer-satisfying organism,” as spoken by Theodore Levitt in his classic article “Marketing Myopia,” first published in 1960 by Harvard Business Review and revisited by Levitt in 2004. I was […]

15 November

Words Get On Your Nerves (whether you like it or not)

Posted by in Marketing on November 15, 2016
Words Get On Your Nerves (whether you like it or not)

For a company whose primary business is dependent upon communication, it seems obvious that being able to write compelling copy for print ads, brochures, TV and radio ads is a basic requirement. Yet, crafting a compelling message can be challenging. Why? Because how we use words can make a huge difference in how audiences react […]