What it takes to lead.

2009-03-24T17:29:00.000-07:00

So many people have brilliant ideas. Whether these ideas are for a product, a service, an organization, or some other innovation. So many of them never materialize because the originators do not quite know how to turn their imagination into reality. More importantly, these ideas never become anything more because their originators are scared. They are scared of what others might think. They are scared to fail. Their lack of faith in themselves produces a great deal of fear...the type of fear that consumes a person and renders him unable.

What a leader needs to realize is that he or she will fail; it is inevitable. In some poorly implemented task, product, idea, theory, creation, business, etc., even the best leaders will fail. Instead of dwelling on their most recent failure, a true leader learns from his or her mistake and works hard to make up for it.

Seth Godin, who wrote the book Tribes, said this: "Isaac Newton was totally, fantastically wrong about alchemy, the brand of science he spent most of his career on. He was as wrong as a scientist could be. And yet, he's widely regarded as the most successful scientist and mathematician ever" (107).

The point is that one person can fail miserably at achieving that which they pour a bulk of their time into. Yet, this same person can also become extremely successful because he does not dwell on past mistakes. Rather, he learns from them, works to rectify them, and does a better job next time.

For a man to truly be successful, he must push through the fear of failing...for if he allows the fear to cause him to never try, then there is NEVER a chance for success. Do not let your fear stop you from achieving everything that you are capable of.

How Much is Advertising REALLY worth?

2009-03-14T15:11:00.000-07:00

What was your favorite Superbowl commercial? Pepsi and Budweiser probably had some good ones. Can you even remember them, or was an average of $3 Million wasted multiple times over? How much did those millions of dollars of commercials raise revenues? Forget Profits! My favorite commercial happened to be the CareerBuilder commercial, but if I wouldn't have looked back the next day to figure out what the company was that the humor stood for, it would have slipped by like all the rest. Expensive advertising campaigns are NOT the ultimate way to gain popularity, despite what most think.

What about Starbucks? Have you ever considered how they became so popular? Forget their recent over-expansion, and consider their immense popularity. Was it great advertising that helped Starbucks to attain such an obtrusive level of industry dominance? NO! It was the fact that Starbucks invested their unused advertising dollars into the MOST important aspect of their business; the product.

Let's pause for a moment right there and define what Starbucks' product actually is. Sure, they offer DELICIOUS drinks, the type that some people crave and need to have in order to get a good start to their days. Starbucks' REAL product, however, is the EXPERIENCE that they offer. Starbucks poured their money into a delicious beverage, an ultra-comfortable environment, and an EXTREMELY KNOWLEDGEABLE AND FRIENDLY staff.

If you walk into a Starbucks you'll receive a friendly greeting, an answer to any coffee-related question you might have, and a comfortable environment in which to enjoy your freshly brewed drink. If you walk in regularly, most baristas will remember you by name or drink.

This provides for an IMPOSSIBLY personable, comfortable atmosphere, and the type of experience that will keep you coming back for more.

Sure, the drinks are good..but the EXPERIENCE is what matters.

Now, let's get back to the topic of the article...

How many of you have actually seen a Starbucks commercial? My guess is not many, apart from the short-lived "Hank" commercial. That's because Starbucks figured out early how to build a great brand. They built a great product.

When it comes down to it, you can spend millions trying to inflate your brand name with advertising campaigns, or you can invest in your product and the experience of your customers, and, as a result, gain popularity for being GREAT.

Word-of-mouth advertising is the best, and it is the direct result of a SOLID PRODUCT. Who do you trust more to tell you about a great new product than your best friend, family member, or colleague? After all, word-of-mouth advertising is free, too.

I challenge you to consider how much your advertising is really increasing your profits and brand image, and to consider investing that money in what really matters - your product and your customers' experiences.

To Inspire Marketing Excellence

What it takes to lead.

How Much is Advertising REALLY worth?