Consulting

Success!

What is success? How is it measured? How does one know when one achieves it? Is it the end of something, like crossing the finish line? Or the quality of that end, as in finishing first? So much emphasis is placed on success in our

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How’s Your Motor Running

In the working dynamics of an internal combustion engine, three components are necessary. FUEL, SPARK, and AIR. Take any one of these three components out and the engine will not even start, let alone run smoothly. Let’s see if we can apply these dynamics to working

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Running Downhill

When I was little, I ran everywhere. To this day I don't know what was so important that I had to run so much. I ran across the street to my friend's house. I ran to the store. I ran home from school. But I

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Owning Your Market Position

“Avis is only No.2 in rent-a-cars. So why go with us? We try harder… ” In the early 60’s, Avis turned its floundering company around with this new positioning statement. For years Avis lost money, but after months of research, and the development of this new positioning

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Do You Speak Consumerese?

How well do you know your audience? How well do you truly know what they need? My favorite way to illustrate this point is by using the example of the exterminator. What does the exterminator sell? From his standpoint he sells pest control. But what

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