Thought Leadership

How do you become a thought leader? Is it worth the time, effort and energy? Can I become a thought leader? Aren’t most thought leaders blowhards, fakes or phonies? These are the questions I think many people ask themselves, I know I do…especially after trolling around LinkedIn, reading my RSS feeds or checking in on Facebook. If you’re in a niche industry like I am, you see the usual suspects preaching to their minions about how great Pinterest is, how Second Life isn’t really dead and how Vine is going to be the next Twitter….yawn.

I take a different approach. I love the quote by Benjamin Franklin, “Better well done, than well said.” It sings to my heart. I am not a prolific thinker. As a matter of fact, on my LinkedIn profile I note that I am an abecedarian thinker. While I label myself the “king of analogies,” I have never been one to throw my hat in the arena of “thought leadership.” I liken myself to Ben’s quote, doing is better than talking. And while talking, or writing for that matter, is important, if you don’t have the first hand experience to back up what you are discussing, I think it diminishes your voice in the conversation.

So then, how do you become a thought leader? Well, be a leader and talk to others about it. Share your experiences, your successes and your failures. Mentor (that is code for free) others in your field. Consult (that is code for getting paid) with clients to share your knowledge to better their businesses. Write. It doesn’t have to be a book, but that helps. Talk. Into a recording device and have a podcast. Into a camera and have a video blog. Don’t forget to share. Pick a social medium and dive into it. Don’t make the mistake of trying to vomit content everywhere across the web and your city just because you can.

Lastly, don’t self proclaim to be something you’re not. Doing your best in the real world, documenting it and sharing it is what you should focus on. Let others label you a thought leader…having them place that title on you will mean much more.

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Enter The World of Advertising

As the “owner” of a marketing agency, I am supposed to be up to date on the latest and greatest ideas and cutting edge services that our world has to offer our clients. So I tweet (well, not anymore…but that is another story), blog and read…I write, network on LinkedIn and Pin somethings…I attend lectures, luncheons and networking events. So this morning, I wanted to share some insight into my world…as I read the weekly paper, Advertising Age. Here is a sneak peak at what our industry is saying about the wonderful world of advertising.

JC Penney is in trouble…but didn’t we all know that already?
No graphic images on cigarette packaging…to bad, would have loved to do the creative on that project.
Coke, with 61.5 million Facebook “likes”, says social doesn’t move the needle in sales. Really, they said it.
Lululemon sells overpriced yoga pants…and recalled pairs that were to see through…damn you Lululemon.
Pepsi has a new bottle…yawn.
Who owns the data? Agencies or clients…it’s gotta be the client, but that wouldn’t lend to a good article would it?
Inside the AT&T ad campaign with the kids in a circle…cute but boring.
Beer advertising…what happened to Joe Six Pack?
McDonald’s has a millennial problem…so they say. Nothing some organic food and some savy social marketing can’t fix…so they say.
Time to get Quirky – the future of how inventors get their products into markets
Klout.com really means nothing…thanks for that reminder.

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Creating A Marketing Strategy Is HARD!

You’ve been there before. Someone comes to you and asks you to create or manage something they think you can get done quickly. Hey, it should be easy to do…right? Take marketing plans for example. Every company wants one, but most don’t have them and many don’t see the value in paying for one…we will get Bob in sales to write one…he has a degree, right? Creating a marketing plan is hard, and creating a great marketing plan is even harder. But did you know that creating a marketing plan after your company has hired a firm to build your new website without thought to your overall marketing strategy is downright stupid.

Sorry to offend you, I thought you already knew.

At Fat Atom, we start all client engagements with our analysis process. Why do we do this? A few reasons. First, it makes the client admit they need help.

“Hi, I’m Steve and I don’t have a marketing strategy for my business.”

And everyone at Fat Atom says, “Hi Steve.”

Another reason is that the client believes we can help them by providing them that strategy. This is also why we charge for our strategy…if it were free it would have no perceived value.

Advice is a great example of this thought process.

Me – “I need help on my corporate taxes.”

Who do I trust most?

Free advice from my friend Ted, part-time bookkeeper and Xbox aficionado – “ What you need to do Todd, is not pay taxes.”

Paid advice from Cox, Beckman, Goss & Company – “Todd, you need to pay us to do your tax planning, which in turn will save you money, time and keep you out of jail.”

Exactly. Paid advice is almost always better. And by clients paying us for a marketing strategy, they are saying….we trust you.

Lastly, you always get the person who says “…but why?”  And to that I say…

You don’t build a house without a blueprint

You don’t play a football game without a game plan

Your don’t go to war without a strategy

You don’t spend money without a budget

You don’t travel without a map

You don’t have surgery without a diagnosis

You don’t get married before you date

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The Curse of Knowledge

Recently I was exposed to a process that, unbeknownst to me, I had been performing for a long while. In fact, I didn’t even know there was a name for it. Some smart people, probably funded by a big government grant, did some research on what they call “tapping.”

The short of the experiment is this: In 1990 a Ph.D. candidate named Elizabeth Newton designed a game in which subjects had one of two rolls: “tappers” or “listeners.” Tappers received a list of 25 well-known songs, like “Happy Birthday” and “The Star-Spangled Banner.” Each tapper was asked to pick a song and tap out the rhythm to a listener (by knocking on a table). The listener’s job was to guess the song based on the tappers tapping. Sounds easy, right?

The listener’s job in this test was challenging. During the course of the experiment, 120 songs were tapped out. Listeners guessed only 3 songs correctly or just a measly 2.5% success rate.

No surprise right? But what made this research worth recognition was the next point. Before the listeners guessed the name of the song, the tappers were asked to predict the listeners probability of guessing the song correctly. Overall, the tappers predicted the probability of listeners getting the right answer at 50%. Yes, you read that correctly. The tappers thought that the listener would guess their song right half the time; while in reality, the tappers communicated successfully only 1 in 40 times, but they thought they were communicating successfully 1 in 2 times.

Researchers call this “The Curse of Knowledge.” When a tapper taps, they hear the song in their head…meanwhile the listener hears someone knocking on a table. In the end, the tappers were frustrated at how hard the listeners were trying to guess the songs, to the extent the tappers thought the listeners where stupid for not guessing the song correctly. It’s hard to be a tapper, to have the knowledge and interact with people who aren’t getting it.

So the questions you have to ask yourself:

  1. Are you or your salespeople “tapping” to your clients?
  2. In your sales presentations do you talk while your prospect just sits and nods?
  3. Do you think your prospect would tell you if they didn’t understand what you are saying or just not purchase from you?
  4. Is the content on your website just a lot of corporate speak that doesn’t clearly articulate your value?
  5. Could that explain why your website doesn’t convert traffic well?

Next time you sit with someone just remember…the knowledge in your head might be harder for others to comprehend than you think.

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2013 Super Bowl Advertising Review

Where were you when the lights went out? Watching the Super Bowl I suppose. In my opinion, 2013 won’t be known for the stellar commercials that played during the game, but for half of the stadium lights going out for over 20 minutes. Regardless, here is my review of the commercials that tens of millions of dollars were shelled out for…not counting the tens of millions of dollars in creative/production fees.

The Good

M&M – I would do anything for love, except for that…can’t get the M&M getting licked out of my mind, we all laughed out loud.

Tide – An awesome spot that used the product in a meaningful way…go Ravens.

Oreo – The library was the scene for mass chaos….quietly; a crowd favorite at our party.

Taco Bell – Live mas! – Watching old people live like careless youth was just funny…and memorable.

The NFL Network – Leon Sandcastle – classic!

RAM – Paul Harvey talking about farmers. Powerful visual and audio…a winner.

Century 21 – The first of the two spots was the funniest, but both effective

Cars.com – No Drama, unexpectedly funny.

GoDaddy.com – Who doesn’t love seeing a hot model make out with a geek? Great tagline – When sexy meets smart. Also, here’s to your “big idea” was a funny too.

Doritos – Daddy’s princess was pretty good…is that my wedding dress?

Kia – Where do babies come from? Now we all know…very clever.

BlackBerry – Let’s show you want it can’t do…it’s quicker. I never would have guessed that they could any good marketing.

The Meh

Pepsi – Blah, blah, blah…I expect better from them I guess.

Best Buy – Really, 50 Shades of Grey won’t help you sell electronics.

Doritos – Mad goats did not translate to funny commercial

Coke – Safe. It didn’t suck, but really…it’s Coke…expecting more (see Pepsi)

Audi – Made me smile, the black eye spot was brave, but so-so memorable.

Hyundia – Why I need a turbo, “ok”, the others, not so good.

Toyota – It wasn’t memorable and it went all over the place…what was it about?

VW – Hate when they leak out the spot before the game…makes the ad less impactful man.

Pistachios – It’s a catchy song and the videography was good…but it’s so 2012…move on.

Mercedes – Since when do they push “cheap” as a selling proposition? I guess the Devil made them do it.

Red Apple Ale – The best of all the beer commercials and it was from a company nobody has ever heard of…and it wasn’t THAT good.

Third Shift Beers – The second best of all the beer commercials was from a company nobody has ever heard of…and it was less memorable than Red Apple Ale.

The Why Bother?

Budweiser – If I was Bud, I would be doing an agency review TODAY. No really, they were that bad…ALL of them.

E Trade – Time to give the talking baby a rest…I mean, it was funny in 2010 in all.

Lincoln – Didn’t move the needle….They are still selling cars to my parents and grandparents.

Subway – Really…it’s pronounced February fools. And does anyone really care about Jared anymore? That ship has sailed…move on.

Arby’s – Did they hire the ad agency that Subway used? Really? Really?

Calvin Klein – My wife liked the ad….or the abs I should say.

Sketchers – Felt like the creative department came out of 1989 to think this ad up.

Gildman – They have no business buying an ad…do people have a favorite shirt by manufacturer?

Becks – A black goldfish swimming around a bottle of beer….snore.

Speed Stick – Trying to be edgy and funny…fell short.

Samsung – I was just hoping for it to be over…but it kept going on and on and on….

Soda Stream – Repurposing an old ad for the biggest spot of your life = BIG mistake.

Ax – Was that girl 13 years old? I had to stop watching it and head to confession.

Mio Fit – You can tell he is reading from a teleprompter…really? Damn, hire better actors.

Coke – Vote to see who won…who cares? Who won? Again, who cares.

Milk – The Rock…really? Enough said.

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Another Original Quote

“Plant a seed, before you have a need.”

Again, I am frustrated on how companies tackle their marketing. Most want a “magic bullet” and they want it yesterday. If they would just recognize that you have to plan BEFORE you have the need, they would be better off. I like to rhyme, so this goes with my other original quote…would you expect anything less?

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Another Red Herring

The tragedy that took place in Connecticut just over two weeks ago weighs heavy on my mind. I watched with the nation in horror as the reports came in…children, the essence of innocence, shot dead at point blank range. Reports kept coming in, and depending on what news channel you watched, it was reported that an assault rifle, along with a couple handguns, were used by the heinous killer.

Days went by, and while the mourning increased, more news was reported…and you could start to feel the beginning of the “gun control” lobby messaging forming. “Who needs an assault rifle?” was a big question being asked. “Why are high capacity magazines even allowed?” the news anchors discussed. Quietly they waited their time. Funerals started to take place; the swell was gaining. How can we stop this from happening again? The nation is still in shock…but the tide was rising.

And now all 26 of the bodies have been buried. The mourning continues, but as they say, life goes on. The mainstream media and politicians are back at it…some calling for armed guards in schools, some calling for the confiscation of assault rifles…if not all guns. Some are calling for changes in public policy as it concerns mental illness. Some are calling for more guns to defend themselves. And while everyone has an opinion on the matter, I would like to take a look at some facts.

Fact 1 – These weapons are currently legal to own. It wasn’t until 1994 that most semi-automatic weapons that are know as “assault rifles” and fully automatic weapons were banned. That ban ended in 2004 and full/semi-automatic rifles are once again legal to own.

Fact 2 – This week, the President appointed a task force, led by VP Joe Biden, and promises the taskforce will make proposals for new laws and actions in January, and he will push the new gun control proposals to Congress. Can you smell an “assault rifle” ban brewing?

Fact 3 – According to the Federal Bureau of Investigation, in 2011 there were 12,664 murders in the United States. Of those murders, 8,583 were committed with firearms (67.8%) and 4,081 murders were committed by knives or cutting instruments; other weapons and hands, fists and feet, including pushing (32.3%).

For the 8,583 murders that were committed in 2011 with firearms, according to the FBI, 323 were with rifles and 6,220 were with handguns. Yes, rifles were used in only 3.7% of firearm murders and 2.5% of ALL murders. Here is a nice breakdown for you visual readers:

Total Murders                       12,644

Total Firearms                       8,583 (67.8% of all murders)

Handguns –   6,220 – 72.5% of all firearm murders

Rifles –            323 – 3.77% of all firearm murders

Shotguns -      356 – 4.14% of all firearm murders

Unknown –     1,684 – 19.6% of all firearm murders

Total Non-Firearm murders – 4,081

Knives -          1,694 (includes all cutting instruments)

Other –            1,659 (I guess this is baseball bats, frying pans and golf clubs)

Hands, fists, feet etc. – 728 (includes pushing)

Interesting stats to point out:

* In 2011, if you were murdered, it was more than twice as likely to be by someone’s fist than by a rifle.

* 10 states had ZERO deaths by rifles, only 1 state, Wyoming, did not have a knife murder.

* More people were murdered by knives, other weapons and hand/feet/fist at a rate of 12:1 over rifles.

Side note – If you want to die of something ELSE other than murder, the best states to live in were Hawaii (7) and Vermont (8)

Ok, back to my point. While in the wake of this horrific event that transpired in Newtown, Connecticut, the words “assault rifle” were used COUNTLESS times by our politicians and mass media. But why? I deduce it was/is a scarier word/phrase than handgun. Yes, scarier. Easier to market to the masses as needing banned or controlled. Really, a grenade launcher can be put on a rifle…why? Who needs grenades? Also, who likes the word “assault?” When can that ever be used in a positive light? It is just an easy scare tactic to brand into Americans minds.

What else could it be? Clearly no one bothered to look at the statistics. Rifles, assault or not, are clearly not the choice of murderers. Why is the emphasis being placed on rifles and not handguns? The stats are overwhelming in the fact that people who murder love to use handguns…above any other weapon.

Just like the fiscal cliff issue, stay with me, politicians are fighting over higher tax rates, that if passed would only fund the United States Government for less than 10 days (CBO stats, not mine). They are fighting over something that DOESN’T matter, and I mean that in the context of a 1.3 trillion dollar a year budget deficit and 16+ trillion in national debt. We have a SPENDING problem, not a taxing problem. And while “they” try to pull the wool over our eyes, trying to sell America on believing we have an “assault rifle” problem, we don’t. We have a VIOLENCE problem. (I might even be persuaded by my friends on the left to even say we have a HANDGUN problem…at least that is more genuine.)

Don’t you see, this isn’t about gun control, it’s about acting as if government, in any way shape or form can, be the answer to our problems….and I am sorry to say, for most of us, it cannot. So they place a law banning “assault rifles,” how did that work out for us in 2000-2004 – 5 years of the “ban?”

Year                Deaths by Rifles        Death by Hand Feet Fist, etc.

2000               411                                         927

2001               386                                         961

2002               488                                         954

2003               392                                         962

2004               393                                         933

I am not an educated man, but this smacks me like you would smack a red headed stepchild. Isn’t it obvious to anyone that even during the ban, rifle deaths were higher than in 2011 (323 murders). Also, murder by hand, feet, fist etc. is almost always double of that of rifles!

You cannot, and I repeat, you cannot legislate morality. And if politicians don’t look like they are doing something to win your vote, then why do we need them? Why do we look to them to help us? Why do we empower the corrupt? Why do we not hold their feet to the fire and make them reduce spending? Increase mandatory sentencing for gun related crimes? These are the real issues that need addressed. The assault on “assault rifles” is just a red herring.

Recommended Good Reading:

http://www.neontommy.com/news/2012/07/doing-math-guns

http://www.fbi.gov/about-us/cjis/ucr/crime-in-the-u.s/2011/crime-in-the-u.s.-2011/tables/table-20

http://www2.fbi.gov/ucr/cius_04/documents/CIUS2004.pdf

http://en.wikipedia.org/wiki/Red_herring

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Two For The Price of Two

My struggles with the hand dryer go way back. Should I buy one for the company bathroom? Does the cost of the hand dryer out weigh the costs for paper towels? Of course it does. Will people love the hand dryer? Most don’t, and there are still paper towels in the bathrooms. Some could see this as a management issue, just stop buying paper towels; they don’t see the revolt that would take place if this was to occur though.

Yesterday, I was cold. So after using the bathroom and drying my hands with the paper towels (I know, I know), I thought why not use the dryer AND the paper towels simultaneously…so I did. The results, warmer, drier hands. Hmmmm, I might be onto something.

Sometimes one thing works…sometimes two things work better. Was it worth the cost to have warm dry hands? That is for everyone to decide for themselves. My point is that I think we sometimes overlook complicated systems or processes because of cost, time or complexity when those things don’t matter the most, only the best solution matters. What two things can you combine to make something better next week?

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Did You Know…

the person who invented the ship, also invented the shipwreck.

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Powerful Salesman Quotes

NEVER take a “no” from someone who doesn’t have the authority to give you a “yes”.

My dad said being with a client is like being in a marriage, sometimes you get into it for the wrong reasons and eventually they hit you in the face.

Place more importance on a customer’s potential to CHANGE than on their potential to BUY.

You don’t get what you deserve, you get what you negotiate.

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