From the category archives:

Sustainable marketing

Toward mindful marketing

03.31.2011
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mindfulness = 1. “bringing one’s complete attention to the present experience on a moment-to-moment basis” (Marlatt & Kristeller in “Integrating Spirituality into Treatment: Resources for Practitioners”); 2. “The first component [of mindfulness] involves the self-regulation of attention so that it is maintained on immediate experience, thereby allowing for increased recognition of mental events in the [...]

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Metrics Monday: Escaping the comparative measurement trap

03.21.2011
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What better time than spring, the season of revival, to resume the Metrics Monday series. Here goes. *** In proclaiming that “what gets measured gets managed” measurement aficionados tend to overlook that what you measure matters as well, if not even more. From comparative metrics to competitive herding Recall the debate about the insufficiency of GDP [...]

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Sustainable marketing: From blog to book

03.03.2011
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As the new GoodBookery chapter unfolds in my business life, I look for ways to make the most out of the transition. Beginning something new typically entails taking stock of what preceded it. Since I love books — witness the many reviews on this very blog and since my new venture centers around books, the best [...]

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What’s missing in your marketing program?

02.17.2011
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Every year I struggle to get through The Economist‘s annual “The World in [Year]” publication. Predictions and forecasts just aren’t my thing. It’s taken me since November to finally finish reading “The World in 2011″ last night. Striking me the most were the predictions that weren’t there. The world’s been watching uprisings in the Arab [...]

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Do as you say in your marketing

02.03.2011
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Though “actions speak louder than words” has become a cliche, the meaning of the phrase remains as relevant as ever. You can say whatever you want in your marketing communications, but failure to follow through on your promise will hurt your integrity. You can take three approaches to this: Under-promise and over-deliver: Consistently exceeding your [...]

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Is social media right for your marketing?

01.19.2011
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A client project forced me to visit Facebook the other day. My objective was to evaluate the client’s page and look for potential areas of improvement. I logged in, started heading to the Search bar…look, on the top of my Wall, my wife was asking her friends an interesting question, and look, apparently there’s a [...]

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Happy 2011, the Year of the Right to Be Selective

01.05.2011
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When I first came to America, I found it shocking to see this sign posted in various businesses: “We reserve the right to refuse service to anyone”. How could this be?, I wondered. How could this epicenter of customer service and customer-is-king attitude spawn such rhetoric, and so publicly? Isn’t it in businesses’ interest to [...]

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