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Make It Happen Tipsheet

  • Learning Strategy from McDonalds… and Five Guys

    Learning Strategy from McDonalds… and Five Guys

    For those who aren't familiar with the McDonald's menu, there is something for everyone: burgers, fish, chicken (in a bun or nugget-style), salads, fries, gourmet coffee and desert.  If you arrive for breakfast, you can choose from yogurt parfaits, oatmeal, eggs, muffins, egg McMuffins, juices and coffee.  In other words, [More]

  • Seven Reasons to Skip Social Media

    Seven Reasons to Skip Social Media

    If you read anything, anywhere about marketing, sales, customer service, recruiting, IT, or executive leadership, you can't help but notice that Social Media seems to have become mandatory – full stop. But are there circumstances where it makes sense NOT to use Social Media?  Where turning down the volume on [More]

  • Viewpoint: Competing with Free

    Viewpoint: Competing with Free

    Are you involved in your professional association? Or do you run one - either as a director, staff, or volunteer? If so, you're probably concerned with one aspect of today's digital world, and particularly social media: How do you compete with free?  (Or perhaps, you're concerned with a more existential [More]

  • Avoiding Social Incrementalism: Six Digital Strategy Insights

    Avoiding Social Incrementalism: Six Digital Strategy Insights

    If you are ahead of the curve in your digital strategy, you know there is no magic bullet: your days are spent making minor changes to improve SEO, more minor changes to improve on-page conversion, and A-B testing to improve email response rates.  Once each year, however, it makes sense [More]

  • Insight: Marketing Beyond Commitment with the Trust Chain

    Insight: Marketing Beyond Commitment with the Trust Chain

    The Trust Curve is one of the most important Marketing 2.0 concepts around.  It states that as trust builds over time, the relationship strengthens and the target person (prospective client, prospective member, prospective employee, etc) moves through the stages of awareness, preference, trial, and commitment. The job of marketing is [More]

  • Testing the Social Conversation

    Testing the Social Conversation

    Have you ever put your social influence to the test?  Or said another way, do others find you half as interesting as you do yourself?  If you're not sure, here are seven ideas that might spur some different thinking. 17 Ways to Great Social Engagement: Not sure why your blog [More]

  • Twitter Strategy, Take Three

    Twitter Strategy, Take Three

    "Blogs are like articles that people can comment on.  YouTube is like TV, but with voting."  But what about Twitter? Many are not yet convinced that Twitter makes sense to them. (Or that Twitter makes sense at all.) What are the arguments for adopting Twitter - at least at some [More]

  • Built for it

    Built for it

    Both are athletic.  But one is built for football, and the other is built for ballet. Just the thought of one doing the other's job is ridiculous: they would either be crushed, or laughed off the stage.  Both know it, and they figured out quite early in their lives where [More]

  • Cut Marketing Costs?  Mission Possible

    Cut Marketing Costs? Mission Possible

    Most entrepreneurs have a secret that most larger organizations have sadly forgotten:  Cut your costs and you'll make more money.   And in no other area is this more true than in the area of marketing.  Why is this? 1) Momentum of the past:  If traditional advertising and promotion have always [More]

  • Black Friday! Get my books at a big discount!  Sale!

    Black Friday! Get my books at a big discount! Sale!

    Did this out-of-place headline really capture your attention?  If you are a frequent reader of my material, you probably recognize that this is not the type of headline that you will usually find. I've written many times about how organizations (and individuals) compete on the Price-Expertise-Trust spectrum, and that Trust [More]

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