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Article: By any other name: Beyond Meat grows beyond belief. Linda discusses how to leap forward with business innovations on MultiBriefs: Exclusive.
Article: A climate of change: What should your organization do?. Linda discusses how climate change might impact your business on MultiBriefs: Exclusive.
Article: Two Successful Female Business Partnerships on Life Lessons at 50 Plus. Linda Popky and Lisa Anderson who talk about being co-executive directors of the Society for the Advancement of Consulting (SAC).
Podcast: "We Built This City" - Linda Popky shares stories about her 40+ years in tech marketing in Silicon Valley. She says, "Don't ever listen to somebody who tells you you can't do something." - Listen!
SAC® Press Release: "Focusing on Your Best Employees is an ART worth Developing" - Linda Popky talks about 'walk the talk' when it comes to building an employer brand. – Read release.
Podcast: Linda Popky interviews communication expert Nancy Duarte who explains how storytelling can be critically important to communicating data. - Listen.
Video: Just a Moment for Marketing: One-minute videos that focus on a marketing tip or anecdote. – View over 100 videos.
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Book Video Trailer How can your message be heard in today's crowded, chaotic environment? Learn more about Linda Popky's new book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters, in this short video trailer.
Harvard Business Review: "Identify the Marketing Metrics That Actually Matter" by Linda J. Popky - Read article
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Top of Mind Thursday January 16, 2020: Baseball Strikes Out
This week, we learned that the Houston Astros had a system set up to steal signs from the opposing team during their 2017 triumphant run to the World Series.
Major League Baseball suspended manger AJ Hinch and general manager Jeff Luhnow, after which the Astros immediately fired them. Then, Alex Cora, who had been implicated in the scandal, resigned as manager of the Boston Red Sox.
Today, Carlos Beltran resigned as manager of the New York Mets because of his involvement during his time as a player for the Astros.
How deep does this scandal go? How systemized was the cheating? Are there other teams with a win-at-all-costs culture that encouraged this kind of action?
Baseball commissioner Rob Manfred has spent the last few years trying to modernize the sport to appeal to younger fans. He’s eliminated some player substitutions, set timers to get the game to move faster, and reduced the number of mound visits. Seems like he’s been rearranging deck chairs on the Titanic, while the cheating iceberg has been ramming the sport.
Fans, players, coaches, and managers start with the basic premise that the sport is played fairly, that rules are enforced, and that games are decided based on actions on the field of play–not by cheating.
Until MLB can make reasonable assurances that those involved in these scandals are no longer associated with the game and actions have been taken to ensure this doesn’t happen again, all the tweaks Manfred can think up won’t make a world of difference.
Right now, the big loser is the sport of baseball. Strike three, you’re out.
Check out our marketing thought leadership podcasts and the video trailer for my book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters.
.
Let us help your business rise to the top.
linda@popky.com
(650) 281-4854
www.leverage2market.com
Top of Mind Thursday January 9, 2020: The Amazon Effect
We love to procrastinate. People have always put off decisions until the last minute. But now, we’re seeing people waiting until literally the last minute before making a commitment.
We see this with SAC, our association: we get more renewals the last 2 weeks of the year than any other time. I also see it with clients who are running events, with a large percentage of tickets sold the last week prior to the event.
I call this the Amazon Effect. When you can wait till 5pm to order something that Amazon will magically have on your doorstep the next day, why would you make other commitments well in advance?
It’s not just Amazon. With Uber or Lyft, I can order a car service within minutes. With AirBnB, I can get accommodations right before I need them. WeWork allows me to get office space very quickly. And there are services for nearly instant dog walking, massage treatments, and a hundred other things.
While this may be nirvana for the customer, it often throws a huge wrench into planning and preparation for the supplier of the goods or services. Inventory must be ordered, space reserved, food ordered.
The question is what can you do to counteract this? How can you convince your target audience to commit themselves earlier?
Higher fees for last minute signups may not work. Consider adding additional value for those who sign up early–something attractive they’ll miss if they wait too long.
While Amazon and Uber may be able to thrive on this model, for most of us the Amazon Effect is a prime irritant unless we plan to address it.
Check out our marketing thought leadership podcasts and the video trailer for my book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters.
.
Let us help your business rise to the top.
linda@popky.com
(650) 281-4854
www.leverage2market.com
Top of Mind Thursday January 2, 2020: How Clear is Your 2020 Vision?
It’s 2020! If we were at the eye doctor, 2020 vision would be perfect. But how clear is our business vision?
Do you know what you want to accomplish for your business this year? Here are a few thoughts to get you started:
- See where you are and where you’re going. Sounds simple, but too often we see businesses go off and execute without considering what they really want to accomplish.
- Identify measurable and meaningful goals. How will you know if you’re succeeding? Your goals should be clear, straightforward, actionable, and relevant to the team members who will need to meet them.
- View what’s going on around you. What challenges are your customers facing? What changes are your competitors making? How should you react?
- Look at your key metrics. Are you on track to meet your goals? If not, what actions should you take to get back on track?
- Envision possibilities. What new opportunities should you consider this year? How can you move beyond what’s been done before? Are you thinking big enough?
There’s no better time than today to start seeing a great future for your organization. That’s one thing we can see perfectly clearly.
Contact me to find out how to get heard above the noise.
Check out our marketing thought leadership podcasts and the video trailer for my book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters.
.
Let us help your business rise to the top.
linda@popky.com
(650) 281-4854
www.leverage2market.com
Top of Mind Thursday December 26, 2019: Building a Better World
We’re rapidly approaching the end of the year. Hard to believe, but it’s also the end of the second decade of the 21st century.
How did that happen? Seems like it was just yesterday when tech companies were wresting with the Y2K challenge. Now we’re looking into the 2020’s.
Many things have changed over the last ten years–some for the better, some not, and some for both at the same time.
We have exciting new technology that allows us to communicate in ways we couldn’t possibly have dreamed possible. And with it comes the threat of misuse and abuse, identity theft, fake news, and election meddling.
We have a better understanding of what’s happening in the world in real time. That comes the ability to shine a bright light on injustices that were hidden before, as well as the temptation to overemphasize small slights.
We have a strong empathy for many of those in need–and a strong tendency to ignore those who may need our help the most.
At this holiday season, I wish you health, happiness, prosperity, and peace–and the ability to use the resources we now have available to build a better world for all of us.
Contact me to find out how to get heard above the noise.
Check out our marketing thought leadership podcasts and the video trailer for my book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters.
.
Let us help your business rise to the top.
linda@popky.com
(650) 281-4854
www.leverage2market.com