If you want to start a revolution at your next staff meeting, grab a marker, stand up, and announce, "Okay everyone, we're going to be innovative today. We're getting outside the box and we're gonna do some brainstorming for the next hour!" In their minds, your team members will be grabbing pitchforks, throwing darts, rolling their eyes, and wishing they…
Last time, we reviewed how, when I built a wooden kayak, I realized that building a boat and building a brand have a lot in common. You have to have vision, plans, patience, control, and it really helps to be innovative while you're at it. There are other similarities and there was ONE big one that surprised me. (more…)
[caption id="attachment_4506" align="alignright" width="300"] Twinkle. A Chesapeake 17 Sea Kayak.[/caption] I've been building brands for over 35 years. Last year I did something new. I built a boat. A Chesapeake 17 Sea Kayak by #CLCBoats, made of marine plywood, epoxy, fiberglass, and time. It took about three months and I learned a lot about woodworking along the way. I also…
When speaking to groups on innovation and creativity, I always ask the question, "Are you creative?" Typically, about 25% will say "Yes." Here's a little known fact: Everyone is creative. Yes. That includes you. You were born creative. You were born to create. If you think otherwise, stay tuned. NASA developed a test for creativity in the 60's (the 1960's). They have…
The Unique Selling Proposition was the golden rule of advertising for decades, and no matter how much lip service is given to the value proposition and other strategies, the mindset of the USP is still there. It's time to lay it to rest. (more…)
There's an unwritten rule in every industry that says "We all go to market the same way." It's a dumb rule and I've been preaching against it for 35 years. I wish I could say I wrote the book on the subject, but Marty Neumeier beat me to it. More on that in a moment. (more…)
When I discuss Marketing Innovation, one-on-one or with a group of 250, I always tell the story of the drill bit. It goes like this: You walk into Lowe's to get a half inch drill bit. Six dollars later, you have your drill bit. But you didn't go to Lowe's because you wanted to add to your drill bit collection. You…
We conducted a ReVision for a Cleveland company that came to us with a serious problem. In our JumpStart, we worked through the problem and, in less than an hour, we had two very good solutions. We all felt good about both options and resolved to carry those into the ReVision session the next day. Clearly, it was going to be…
Last Saturday, I jumped in the truck, turned on the radio, and there he was... the local DJ with the used car dealer urging me to "Come on down right now for free pizza, a chance to spin the wheel, and drive away in a certified preowned, like-new car with zero down and no interest... " I had to laugh.…
When we ReVision a client, we start the day with a few simple rules that begin with "Leave your 'buts' at the door." You know the "but" people. They follow every new idea with a "but." "But we tried that." "But we can't afford that." "But we've never done that before!" (more…)
