The people who want to hear from you asset

Go to your customer database. Right now. I’ll wait. Now ask yourself the following questions: How many of those people really want to hear from you? How many actually pay attention to what you are saying? Better still, how many eagerly anticipate getting your communication–Sunday circular, direct mail, e-mail, phone call, whatever–because they know it [...]

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Share of attention

For many years, companies focused on gaining share in a broadly defined market. Corporate mission statements often included phrases such as “become the undisputed leader” or “be recognized as the leading provider of X.” If you were General Electric you would exit a business segment if you could not obtain the #1 market share position [...]

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Networks are not tribes

Social networking sites are experiencing explosive growth in membership and activity.  And clearly most major organizations–corporate and otherwise–are dramatically scaling up their investment in all things social. Yet tangible evidence of success remains elusive. Sure, it’s true that we are early in the development life-cycle, and undoubtedly it will be some time before we can [...]

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Don’t LeBron Me Bro!*

In any relationship that truly matters–romantic, friendship or business–one of the goals is building ever deeper levels of trust and connection. In a relationship that is thriving, the parties have turned toward each other and are moving closer to one another.  In one that is struggling, the parties are turning away from each other.  In [...]

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