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HOW TO LOSE A CUSTOMERChapter One. Very early in my business I was sitting across from a seasoned magazine sales rep. Our company had just created a methodology for the study of advertising, landed five clients, and we were talking to him about that method, which his boss just purchased . The methodology measures advertising in print with [...]
THE MASLOW CHALLENGEThere’s a lot of smart people in the world. James McQuivey is one of them. He’s top notch and a principal and VP at Forrester Research (http://goo.gl/6hRmC). Actually, he is the foremost analyst tracking and defining the power and impact of digital disruption on traditional businesses. His book, DIGITAL DISRUPTION, is a must read for [...]
JUST ANOTHER NUMBERI’ve always liked to ask, “Why?” I remember as a kid, I’d kept asking why of my Mom, until after a string of “Whys” I would frustrate her so much she would say, “Because I say so!” Then I’d ask again, “Why?” And she’d smack me, or pretend to smack me as I ran out [...]
GETTING IN THE DOOROur company likes to surprise publishers and reps. When they think they are going to take one of us to lunch, we reverse roles and have lunch for everyone brought in, and then turn the event into an open discussion on issues. It makes for good conversation, sometimes heated, but always stimulating about where we [...]