Conversion Copy | Content Creation

Category: Smart People

Friday Inspiration: Dick Foster

Last week, Forbes printed a short interview with Dick Foster, Senior Partner and Director at McKinsey & Company. Foster is most famous for his book, Creative Destruction. From the interview, it would appear that Foster is more than a little skeptical of business gurus who advise doing the same things you see high-performing companies doing: […]

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Friday Inspiration: Unlearn Your MBA

I recently came across an interview with David Neinimeier Hansson from Stanford’s Entrepreneurship Corner. David is one of the partners at 37 Signals and the creator of Ruby on Rails. He shares a few of the things he has learned over his career and what he learned in business school that has no application in […]

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Show or Tell?

The real power of a good brand story is that it communicates an idea in an emotional way. Listeners immediately get your message and if the story is good, they internalize it and may even share it with others. For example, you can tell your customers that you provide outstanding customer service. In fact, many […]

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Bogusky and Winsor on Brand Stories

A short excerpt from Baked In by Alex Bogusky and John Winsor: “Marketing people like to say that product is more than a physical object. As in a cup of coffee is more than a cup of coffee. A pair of sunglasses is more than a pair of sunglasses. A car is more than a […]

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From Negative to Positive—It Only Takes a Story

It’s a question many marketers face: what do you do when your product isn’t perfect? Even worse, what do you do when your product has characteristics that make people turn up their noses? Or opt for a competitor? Answer: Use a story that turns the negative into a positive. I’ve written before about Buckley’s Cough […]

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Branding Like Jackson Pollock

Time magazine called him Jack the Dripper. And that’s a pretty good description for the best known abstract impressionist, the artist who created dozens of paintings that made people in museums around the world say, “My seven-year-old could have painted that.” He painted the most expensive painting ever sold at auction—a work of art titled […]

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In The Mail…

Just got my copy of Dan Ariely’s The Upside of Irrationality from the guys at Inbubblewrap and CEO-READ. Looking forward to reading it just as soon as I can work through the stack of books next to my desk. Thanks guys!

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Friday Inspiration—Rory Sutherland

Just a short TED video to give you something to think about. This one is from Rory Sutherland (yes, I know it’s been available for quite a while and you have probably already seen it, but just in case you haven’t, it’s today’s Friday Inspiration). Mr. Sutherland talks about how changing perceptions is a critical […]

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Interruption—The Key to Getting Noticed

Earlier this week, Robbin at the Brains On Fire Blog, wrote about a presentation by Steve Knox, CEO of P&G’s Tremor Unit, noting that the ultimate victory in marketing is cultivating advocates for your brand. Interesting post, you can read it here. Mr. Knox suggests that one way we create trusted advocates is through disruptive experiences. He […]

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Friday Inspiration—Clayton Christensen

I have long been a fan of Harvard Business School professor, Clayton Christensen, having read several of his books: The Innovator’s Dilemma, The Innovator’s Solution, and Seeing What’s Next as well as many of his personal essays on his website. A few days ago, Dan Pink tweeted a link to this an article from the […]

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