Buying coffee

We have a local coffee shop in my town that I enjoy visiting.  Thought I'd stop in for a cup.

4S Model: Steps

The final S of the 4S Model is Steps:  taking the steps to actually move the new, prepared you towards your career goals and aspirations.  The first three (Self, Surroundings, Skills) are about knowing yourself, understanding the environment in which you operate, and assessing and improving your unique skill set.  The fourth S is about creating your personal marketing plan.

Sun Tzu for Execution: How to Use the Art of War to Get Results

When I'm reading, I like to highlight passages and important nuggets of information that might be interesting or helpful to read again in the future. It directs the eyes and helps me maximize my reading based on my learning style.

At the end of Sun Tzu for Execution: How to use The Art of War to Get Results, by Steven W. Michaelson, I noticed that a great deal of the text had been underlined, something on just about every page.

Communication Timing

Scenario 1:  Driving down the interstate on a recent evening, I notice a car in front of me with a right turn signal on. I assume the driver will be taking the next exit. We pass one exit, then another. Since the vehicle is in the right lane, I assume the driver has inadvertently left the signal on, perhaps after changing lanes. After several miles, the vehicle turns on the third exit as the signal is extinguished. It's almost a surprise to see the vehicle take the exit.

Scenario 2:  A new information system is being rolled out across an enterprise. In January the project team launches a robust communication strategy that touches all employees, sharing the benefits of the new system and what to expect. During the last week of the first quarter, a small group of key stakeholders receive a brief email stating a new go-live date in the third quarter. The communications to all employees continue with the same focus on the benefits of the new system and what to expect. In the fourth quarter the system goes live. Adoption of the new information system is abysmal. The project team discovers that several groups in the business have created their own siloed solutions, and there is no appetite to convert to the new system.

Both scenarios share a lesson about communications: timing is everything.

Marketing Mix: 4P Model (a.k.a.,"Marketing 101")

In large swaths of the US, the word "marketer" is synonymous with "Business Development," "Sales," or "Advertising."  This is especially true in the SMB (small- and medium-sized business) space, where there is often one person or department wearing all of these hats at once.

At it's purest, the textbook definition is pretty broad.  Stuart & Solomon in Marketing:  Real People, Real Choices define marketing as "the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational changes."  It's big, broad, and deep.

Back in the 1960s a Harvard professor named Neil Borden wrote an article called "The Concept of the Marketing Mix" in a Journal called Science in Marketing.  Soon after, he started sharing the idea in his marketing classes at HBS.  The ideas are simple and straightforward, and the academic marketing community hasn't come up with a better model since.

Extension

First there was Coca-Cola.

Then there was Coca-Cola and Diet Coke.

Then there was Coca-Cola, Diet Coke, and Cherry Coke...and Coke Vanilla...and Coke zero...and...and....

Marketers call this “extension,” and the idea is that consumers will try the new product because it's related to the old in some way.