Creative Marketing

Danger: Innovation Ahead!

Carson McComas shares a great letter to his clients on his Frog Blog.

It's a wonderful example how businesses can (and should) help their clients best use their services while simultaneously pushing the client to be successful.

This idea rocks!

(And yes, I will be stealing, er, borrowing it myself.)

The Always & The Never, cont'd: Example

Bruce Kasanoff, author of MAKING IT PERSONAL, shares, in his manifesto LESS: WHAT CUSTOMERS REALLY WANT, a terrific example of Seth Godin’s “find the always – do the never” technique for creating a purple cow…

He tells the story of Phil Baxter, of the 570-room Four Points by Sheraton hotel, who set a goal of offering 24-hour check-in.  ( The “never” in Seth’s equation -- most hotels “always” have specific check-in times.)

It took some work and some selling, but Phil got it done. Four Points’ occupancy rate soared to more than 90%... while competing hotels averaged 66%.

What  “never” can you do for your business?

The Always & The Never

Man, the best idea I've thought up in the past week was caffeinated toothpaste (so people would get addicted to brushing their teeth) and Seth Godin comes up with this incredible way to create entirely new products, processes, and businesses.

Man, it just just ain't fair for one guy to be that damn brilliant.

Now if you'll excuse me, I'm gonna go brush my teeth and think about this whole "find the always and do the opposite" idea for a long, long time.