Just a Moment for Marketing: Mocha on Marketing: Another Day Another Treat

Linda advises: Focus on what is right in front of us.

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Top of Mind Thursday March 15, 2018: Animal Instincts

Top of Mind Thursday

It’s a terribly sad story. A family traveling with their pet dog is told by a United flight attendant to put the animal in an overhead compartment for the duration of the trip. When they land, they find the dog has died due to lack of oxygen in such a confined space.

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There are so many things that went wrong here–from a flight attendant making an incredibly stupid decision, to the pet owners following directions without questioning how this could possibly be safe for their animal.

But what’s even worse is there was a planeload full of passengers who saw this happen, heard the dog bark in the overhear compartment for part of the flight (and then eerily heard it stop barking), and NO ONE SPOKE UP.

People make bad decisions. Mistakes happen. But there is no excuse for the fact that not a single person on that plane took the initiative to speak up when they saw this happen. Edmond Burke said, “All that is necessary for evil to triumph is for good men to do nothing.” In this case, it was stupidity that triumphed when good people did nothing.

A poor defenseless animal–a child’s favorite companion–died because no one said anything. In other situations, it might be human lives that are at stake.

The onus is upon us: If you see something, say something.

We hear so many stories about how dogs use their animal instincts to save their humans. What a shame that not a single person on that plane could follow their own instincts to save that dog.

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linda@popky.com
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Just a Moment for Marketing: Going Against the Grain

Linda recommends: Capture the imagination of your customers.

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Top of Mind Thursday March 8, 2018: Trading Places

Top of Mind Thursday

Last week, President Trump announced major tariffs on steel and aluminum imported to the US. This follows tariffs on imported solar panels introduced last month.

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While this may help those industries specifically, it will hurt other US businesses that use steel and aluminum to make products, like automobiles. Furthermore, European countries are now threatening to tax such American products as Harley-Davidson motorcycles, Levis jeans, bourbon, cranberries, and peanut butter. This could quickly escalate to a full-blown trade war, with all kinds of global repercussions. Estimates are that the tariffs may cost as many as 146,000 American jobs.

What went wrong here? Seems like those formulating the policy didn’t consider Newton’s third law of motion: Every action has an equal and opposite reaction. When the US hits other countries with tariffs, they don’t just sit there and pony up more money to buy our products, they hit back with tariffs of their own.

Too many organizations make unilateral business decisions without considering the implications of their actions. When you introduce new functionality or lower prices, do you expect the competition to stand still and cede the market to you? That’s unlikely to happen.

While we can’t predict every consequence of a business strategy, most of us can do a better job of working through the scenario of what’s likely to happen if we take action A, our competitors will likely respond with B, we then come back with C or D, they respond with E or F, etc. And this is what happen with trading training, which you can have with the sites in this list online.

The result of this exercise might be to change direction, or to proceed on the same course anyway. But at least we aren’t likely to be caught by surprise by a reaction we should have known was coming.

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Contact me to find out how to get heard above the noise.


Limited time to devote to marketing? Check out our weekly Just a Moment for Marketing videos. They only take a minute.

Marketing Above the NoiseCheck out the new video trailer for my book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters.

Download a FREE chapter now.

What are people saying?

Buy now.


Let us help your business rise to the top.

linda@popky.com
(650) 281-4854
www.leverage2market.com

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