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Randall's Resources
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14 key digital planning reads for 2017

by Randall Craig December 30, 2016

Do you have a pile of reading, perhaps sitting at the corner of your desk?  Clippings that seem particularly important that you would get to “at some point”?  Or perhaps, a digital version kept safely in an obscure folder, just waiting for you to find the time to read? These clippings are particularly important, as they provide […]

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Consumerization

by Randall Craig December 23, 2016

Wikipedia defines consumerization as the reorientation of product and service designs to focus on (and market to) the end user as an individual consumer, vs an earlier era of organization-oriented offerings.  It speaks to growing markets by looking for a completely different category of buyer, who may also be an influencer for the organizational purchase. Of greater […]

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Brand values: reporter or columnist?

by Randall Craig December 16, 2016

Would you rather be a reporter, or a columnist? Reporters have a great combination of investigative skills, communication skills, moxy, and pluck. Columnists are made from the same raw material, but they get paid far more.  Why? Readers care more about what a particular person is saying than what a generic person says. Said another way, a staff reporter […]

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13 Resources for Writers

by Randall Craig December 9, 2016

Do you wish that you could be more effective with the written word?   Have you always hated writing, from the first time your grade three teacher insisted you write two paragraphs on what you did during the summer?  Or maybe you enjoy the idea of writing, but you don’t enjoy the reality of writer’s block. Written communication […]

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Websites: strategic assets or the newest commodity?

by Randall Craig December 2, 2016

There is an old “joke” in the web development world that is both funny and sad:  What is the difference between a $20,000 website, a $200,000 website, and a $2 million one?  Answer:  The gullibility of the client. In 24 years of building websites, we have yet to meet a gullible client, which is why […]

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Problem Solving with Appreciative Enquiry

by Randall Craig November 25, 2016

In the olden days, external advisors would be called in whenever there is a problem to be solved.  Proposals would be reviewed, contracts negotiated, references checked, and the engagement would begin. The consulting team would show up, diagnose the source of the problem, and help the management team focus exclusively on getting rid of the bad.  Then […]

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Building Front-line Buy-in

by Randall Craig November 18, 2016

If there has been one significant change in the area of marketing and engagement, it is the almost complete ubiquity of “programs”.  Some of them have names like Facebook, LinkedIn, Twitter, and YouTube.  Others have names like Salesforce, Marketo, Dynamics, and Infusionsoft.  Yet despite the great fanfare, why does the system’s promise rarely materialize? Consider how the system is […]

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Don’t tell me how to think: Trump, Trudeau, and the realpolitik of marketing today

by Randall Craig November 11, 2016

Was there really a surprise that Donald Trump won the American election?  Or that Justin Trudeau won the Canadian one?  Or that Brexit happened? While Americans may eventually rue their choice of president, these three results have much in common: Politicians and insiders who are perceived as privileged, and think that they know better. An enormous group of pundits, intelligentsia, […]

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Inclusive Communications – Avoiding the Uniformity Trap

by Randall Craig November 4, 2016

As a speaker or writer, one of the most powerful techniques is to look for common cause with your audience.  This may mean using words or imagery that conjure up something from a shared past, or play to a shared cultural experience. Unfortunately, this very same technique is unwittingly used to the exact opposite effect: it excludes.  And when […]

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Six Ways to Sabotage your Consultants

by Randall Craig October 28, 2016

Why are all consulting projects not wildly successful?  Why are some merely acceptable, and others fail? Without a doubt, consultants are often to blame: they over-promise, under-scope, or take on assignments with unrealistic deadlines.  Yet clients also control the outcome of the engagement, and often, unwittingly, sabotage their consultants. Here are six ways this is done: 1) Selection […]

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How journalists improve reader engagement

by Randall Craig October 21, 2016

What is the one lesson that appears in every newspaper article, every magazine article, and for that matter, every bestselling book?  Journalists and editors realize that they have to work exceptionally hard to get people to actually read what they write. And unless you actually do so, their work has no value – so they have become experts […]

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The Power of Diversity

by Randall Craig October 14, 2016

The term diversity has become associated with the human rights movement, and lives in the same space with terms such as enforcement, quotas, and affirmative action.  Despite these seemingly negative terms, there is a powerful case for organizations to adopt a positive and proactive approach to diversity. The usual argument for diversity is that an […]

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A Different Market Research

by Randall Craig October 7, 2016

You invest in events, send out emails, educate, and send invoices.  But how well do you really know your target audience?   Beyond the basic demographics, perhaps not as well as you might think.  Do you capture the answers to these questions? If asked to describe your organization to a third party, do you know […]

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11 ways to build creativity into brainstorming

by Randall Craig September 30, 2016

Many leaders find themselves faced with the difficult task of harnessing their team’s creativity to solve challenging problems.  Yet so often, group brainstorming yields little or no significant benefits.  Why? Sometimes it is a question of facilitation skills.  Sometimes a lack of creative process.  But often it is because of one key fact that is […]

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Insight: Rebranding recipe

by Randall Craig September 23, 2016

Have you wondered why an organization’s rebrand doesn’t seem particularly right?  That maybe they missed something along the way?  A bad rebrand can mean that at best, it doesn’t deliver the expected benefits, and at worst the brand is ridiculed in the market. There are no shortage of these flubs – here are two: The American […]

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Eight email marketing letters

by Randall Craig September 9, 2016

Do you use email every day for marketing and outreach?  Not every email is the same – there are a number of different types, each with a different goal.  How many have you used?  Great marketers know that using the right stimulus at the right time will yield the desired results.  Using marketing emails inappropriately will only annoy the recipient – […]

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Insight: Building High Performance Boards

by Randall Craig September 2, 2016

Have you ever considered why some boards (or senior management teams) are more effective than others? While the usual reasons may include individual skills and knowledge, attitude, strong staff support, and infrastructure, one of the most powerful drivers of board performance – and also one of the most overlooked – is the onboarding process. Consider: […]

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20 ways to have more effective virtual meetings

by Randall Craig August 26, 2016

One of the biggest drivers of efficiency (and cost-savings) over the last decade has been the growth of virtual team meetings. Who hasn’t received a request to join one, using a technology from Webex, Gotomeeting, Zoom, Skype, Google Hangouts, or one of the dozens of other systems that allow remote connection, screen sharing, and video. […]

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11 travel hacks

by Randall Craig August 19, 2016

Are you one of those people who despise air travel? Or wish that you could somehow tolerate it, just a little bit more? It is true, in the 1950s travel was a grand affair: it was special. By the 1980s not as much, but there was still an aura of dignity. Today, air travel is […]

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