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Tuesday, September 2, 2014
Social Selling - Revolution or Evolution?

I believe Social Selling is an evolution of sales enablement versus a revolution. Social Media platforms such as Facebook, Linked in, Pinterest, and Twitter have only been around for 5 or 6 years but during that short time period they have made a tremendous impact on our personal and business lives. Before I talk about Social Selling, we have to recognize that there is a new buying process that is changing considerably faster than the actual sales organizations selling to...

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Monday, July 21, 2014
A Flip of a Coin ...

A little over a year ago Natalie MacDonald and Stuart Rudner flipped a coin to create a name for their new law practice and Stuart won the coin toss – thus creating Rudner MacDonald LLP. That coin toss is the only thing Natalie and Stuart left to chance! Every facet of their new business was carefully and strategically planned. Natalie and I had lunch recently at Sassafras in Yorkville, Natalie’s new lunch hangout. It was great to catch up. After more than a few minutes of...

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Tuesday, September 16, 2014
Differentiate or Die - Continuous Disruption

Jack Trout termed this phrase in 2008 with his acclaimed book of the same name. Jack Trout and Al Ries collaborated on a similar work called Positioning – the battle for your mind. Both works concentrated on the art of differentiation. Differentiate or Die is definitely a stronger metaphor and clearly “differentiates” itself from a myriad of marketing books centered on positioning products and services.

The underpinning of the whole “differentiate or die” slogan is of course the USP (unique selling proposition) and how important it is in enabling your product or service to stand out among the competition. Brands must create a difference in the minds of their consumer if they are to survive.

The Internet has impacted marketing significantly as it has leveled the playing field allowing thousand of competitors – in absolutely every product/service category creating an endless number of choices for consumers and profit erosion for companies that have been in business for decades. Consumers are “bombarded” with marketing messages like never before. Google Adwords, Banner Ads, SEO retargeting, social media, and product forums are fully enabling consumers to make more informed decisions prior to acquiring a product or service. Competition has intensified in absolutely every business category.

Jack’s messaging – considered old in the Internet Age (9 years) has never been more...

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