Greg Satell

Marketers Need To Shift from Crafting Messages to Creating Experiences

The majority of a company’s value is intangible, so a strong brand is a significant competitive advantage. As Philip Kotler wrote, “The art of marketing is the art of brand building. If you are not a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner.”

Continue Reading

How to Define Your Organization’s Values

Corporate leaders love to talk about values. They put them on web sites, frame them, place them prominently in boardrooms and proudly espouse them in media interviews. The notion of values has become so pervasive that it’s hard to find any CEO who doesn’t tout their importance.

Continue Reading

Innovation Is the Only True Way To Create Value

In The Outsiders, William Thorndike argues that the most essential skill for a manager is capital allocation. To prove his point, he profiles CEOs such as Henry Singleton of Teledyne and John Malone of TCI who, while not household names, achieved outsized returns by wisely deploying their firm’s resources.

Continue Reading

Content Is Crap and Other Rules for Marketers

Until fairly recently, the options for marketers were relatively limited. Mass media—TV especially—offered the opportunity to reach millions, but only in the form of short ads sandwiched between lots of other stuff. Other tactics, such as trade shows, offered high engagement, but low reach.

Continue Reading

Marketers Need To Rethink the Customer Decision Journey

In 2009, McKinsey & Co. proposed what was touted as a radical shift in marketing practice they called the consumer decision journey. The article called into question the long held concept of the purchase funnel in favour of a new model that incorporated customer experience and advocacy.

Continue Reading

We Need To Stop Chasing the Last Big Thing and Start Preparing for the Next One

Business in the digital age has become a seemingly never-ending series of “next big things.” Whether it’s e-commerce, search engine optimization, social media, big data or something else, the pattern of firms struggling to adapt is as predictable as Gartner’s hype cycle.

Continue Reading

The Best Way To Innovate Is To Do It with Purpose

In a column in The New York Times as well as in a popular, David Brooks has pointed out the conflict between resume virtues and eulogy virtues. Resume virtues, he says, are the ones that are prized by the marketplace, while eulogy virtues are those which fortify inner being, that of ourselves and others.

Continue Reading

3 Things That Will Eventually Kill Your Business

Successful businesses grow. Through better products and processes, they win the favour of customers, increasing their volume and margins. That success often translates into further advantages as they invest in new and better equipment, develop expertise and gain bargaining power with suppliers.

Continue Reading

The Power of Story

I recently had the opportunity to visit the Institute for Advanced Study, the place where Einstein worked till his death in 1955. His arrival there was a sort of a tipping point for America—after him the trickle of leading scientists coming from Europe became a flood—and the legend of the place is still very much intertwined with his.

Continue Reading

Despite the Headlines, the Future Has Never Been Brighter

It’s easy to get depressed about the world these days. Watch the news for five minutes or more and you’re bound to see signs of the apocalypse. War, poverty, climate change, a new pandemic, there always seems to be new trouble arising somewhere that threatens our health and security.

Continue Reading
Subscribe to RSS - Greg Satell