Market Space vs. Market Place

Marketers are endlessly inventive when it comes to creating jargon and sub-specialties. I was particularly impressed recently to find that “market space” is no longer synonymous with “market place.”  According to Wikipedia, “marketspace” is now defined as “an information and communications-based electronic exchange environment.” Can “marketspace” consultants and “marketspace” specialists be far behind? We are…

The Weight of the Organizational Pyramid

We all know how organization charts work.  At the top is the CEO.  Below him are the C Suite officers, usually the COO, the CFO, the CIO, the CMO or VP-Marketing (or, sometimes, the VP-Sales and Marketing).  Beneath them are their staffs.  And so it goes until we get to the lowest levels in the…

Accidental Exceptionalism

It is a basic human need to fit in.  People are social animals, and no one enjoys being excluded from the pack. Yet, simultaneously, we all secretly like to think that we are special, that something about us is unique – and uniquely valuable. How people balance these primal needs defines who they are. And…

CEOs: Beware the Bell-Shaped Trough

CEOs:  Beware the Bell-Shaped Trough  We all know about the bell-shaped curve.  It is the iconic visual that shows how human (and most other kinds) of variability almost always falls into a predictable overall pattern. Most people, institutions, characteristics, etc. fall into the large hump that makes up the body of the bell.  But, inevitably,…

Implementing is the Hard Part

Implementing is the Hard Part It’s obvious.  Creating “strategy” is sexy.  It requires thought, knowledge, sensitivity to the marketplace, and creativity. MBA courses stress strategy.  Discussions abound on strategy.  We worry about social media strategies, mobile marketing strategies, strategies for enhancing “customer engagement” or the “customer experience,” advertising strategies, SEO strategies, inbound marketing strategies, sales…

The Mission of Marketing

 Marketing has two distinct, if overlapping, missions.  Mission #1 is to drive immediate revenue and support sales. This is the function that most people think about when they think of marketing.  And this is the function that makes far too many people think that marketing and sales are the same thing.  They are not, of…

Marketing’s Collateral Damage

Marketers like to talk to each other about the importance of marketing.  We discuss branding and name recognition, channel marketing, social media tactics, market research techniques, etc.  We work hard to keep up with the ever-exploding proliferation of buzz words.  And along side these satisfying discussions and neologisms, we bemoan how misunderstood we are; how…

The Pick of the Litter and Market Success

When I was getting my dog, I asked for the puppy that was the most mischievous and got into the most trouble.  Everyone laughed.  But my thinking was that she’d be the smartest and healthiest of the bunch.  Certainly training her was, at best, an arduous experience.  In the end, however, I got an exceptionally…

Are We Asking Too Much of the Customer?

There is a tremendous amount of noise in the marketplace.  And it is difficult to find someone who doesn’t feel over-burdened with the stresses of day-to-day living, and earning a living.  There is no doubt about it.  It is hard – and getting harder – to get, and keep, anyone’s attention. Every businessperson knows this. …

Influencer Marketing

Well, it’s upon us.  The latest, greatest magical technique to sharpen our marketing efforts and bring customers to our doors in droves. No more worrying about “the marketplace.”  Now we can focus on specific individuals or specific groups of individuals.  These people “influence” – i.e., help determine – what and why everyone else buys.  So,…