Bankruptcy Attorney

how to download adobe after effects cs6 32 bit
vmware workstation 7.1.3 for windows
aimersoft video converter ultimate for mac 3.6.1
adobe dreamweaver cs5 tutorial pdf download
sony sound forge 10 basics
sony vegas movie studio hd platinum 11 descargar gratis
zonealarm pro 8 download
adobe creative suite 6 design standard student and teacher edition trial
adobe photoshop elements 9 oder 10
how to insert page number in adobe indesign cs3
buy adobe acrobat xi pro download
microsoft windows 8 pro pack addon
autodesk revit 2015 operating system unsupported
adobe premiere pro cs6 plug in free
eyeon fusion 6.4 manual
tuneup utilities 2008 ver.7.0.8008 download
adobe after effects cs5 download full version 32 bit
adobe dreamweaver cs5.5 manual
adobe indesign cs4 mac gratis
adobe photoshop cs3 extended effects
adobe illustrator cs4 mac 1 link
adobe illustrator cs4 video tutorials for beginners
adobe creative suite 4 master collection key
coreldraw technical suite x6 traduo
microsoft visual studio 2012 ultimate 32bit price
pixelmator mac espaol
licencia adobe after effects cs5.5
snagit 11 download link
sony dvd architect pro 6 key
pinnacle studio 16 ultimate rar
descargar adobe indesign cs6 gratis para mac
corel digital studio 2010 activator
adobe after effects cs6 initializing media core
average time to learn spanish using rosetta stone
please insert microsoft visual studio 2010 professional disk 1 now
microsoft windows 8.1 professional with update 3264bit englishunited kingdom
microsoft expression studio 4 ultimate download
microsoft office for mac home and business 2011 student discount
microsoft office home and student 2013 rt download
coreldraw graphics suite x5 demo
adobe indesign cs4 installer
adobe creative suite 6 master collection vs design and web premium
adobe indesign cc 9.0 download
corel draw 11 mac os x lion
adobe photoshop elements 10 user guide download
camtasia studio 8 key and name 2013
microsoft visual studio 2010 ultimate 32bit english download
parallels desktop 9 for mac amazon
vmware workstation 6.5 7
acdsee pro 3 espaol gratis
adobe creative suite 6 cs6 design standard for mac
microsoft office enterprise 2007 key kostenlos
boris red 5 vegas
adobe photoshop elements 8 iso password
quarkxpress 8 and mountain lion
qual o numero de serie do adobe dreamweaver cs6
valid product key for microsoft office 2007 enterprise edition
microsoft windows 8.1 64bit fi dvd oem
autodesk inventor 2015 pdf
codigo validacion quarkxpress 8 mac
microsoft windows 8.1 pro kopen
adobe captivate 5 right click
how to get parallels desktop 9 for mac free
adobe premiere pro cs4 portable softonic
microsoft windows 8 enterprise iso
adobe illustrator cs4 4sh
adobe audition cs6 mac plugins
adobe flash professional cs5 tutorial espaol
corelcad 2013 mac os x
eset smart security 6 setting protection password
adobe premiere pro cs5.5 32 bit download
microsoft visio professional 2013 sp1
sage act premium 2012 tutorial
microsoft windows 8 dvd player
microsoft office professional plus 2007 gratis download
autodesk revit 2015 product key
corel paintshop pro x5 3d
microsoft powerpoint 2013 gezginler indir
microsoft outlook 2013 download portugues
adobe premiere pro cs4 1080p
how to get adobe dreamweaver cs3 for free
quarkxpress 10 trial download
nero 8 ultra edition letlts
eset smart security 5 password username
adobe premiere pro cs4 youtube
adobe captivate 3 help
corel windvd pro 11 ul.to
descargar microsoft office 2007 professional plus gratis en espaol
word 2010 for dummies review
adobe premiere pro cc trial version
pinnacle studio 15 hd ultimate collection.rar
coreldraw graphics suite x5 trke yama indir
aurora media workshop v3.4.28
boris red 5 manual pdf
adobe indesign cs5 classroom in a book cd files
how to install adobe flash professional cs5
microsoft office for mac home and student 2011 family pack free
download a free trial of adobe flash professional cs6
quanto costa adobe premiere pro cs3
microsoft visual studio 2008 professional license
microsoft office for mac home and student 2011 download
download microsoft office 2013 professional plus 2013 32 bit
adobe acrobat 9 pro extended english franais deutsch
corel videostudio pro x6 update
adobe premiere pro cs5 classroom in a book files
vmware workstation 8 windows 8 error
microsoft office access 2007 features
adobe illustrator cs5 for sale
adobe dreamweaver cs4 para windows 7
portable microsoft office professional edition 2003 sp3 espaol 1 link
corel videostudio pro x3 review download
adobe acrobat 3d 8
fl studio 8 xxl producer edition v8.0.0 final
microsoft office word 2007 gratis download deutsch
adobe after effects cs6 optical flares
microsoft windows 8.1 language pack x86 multi dvd iso
adobe captivate 5 tutorial youtube
adobe indesign cs5 plugin update
microsoft office 2007 professional letter template
descargar adobe illustrator cs4 gratis para mac
tutorial avanzado de sony vegas pro 11
boris red 5 language
adobe premiere pro cs4 supported video formats
microsoft streets and trips 2013 release date
microsoft streets trips 2013 download
microsoft office enterprise 2007 error 1719
microsoft project professional 2013 viewer
the adobe photoshop cs6 book for digital photographers 2012
parallels desktop 7 mac lion
ashampoo clipfinder hd letlts
microsoft office professional plus 2013 custom install
adobe indesign cs5 gratis en espaol
adobe photoshop elements 6 features
adobe after effects cs5 adobe tv
nero 11 platinum full 2012
adobe creative suite 5.5 design standard student teacher version pc
photoshop cs5 allinone for dummies 2010 malestrom.pdf
nik software dfine 2.0 chomikuj
microsoft office professional edition 2003 sp3 pl portable
adobe captivate 5.5 download windows
adobe premiere elements 9 upgrade
microsoft windows 8 download demo
vmware workstation 10 unlocker osx
microsoft word 2013 show ruler
kljuc za microsoft office standard 2007
quarkxpress 8 production tricks and experts tips
adobe creative suite 5.5 master collection cs5.5 mac
how to download adobe dreamweaver cs6 for free
adobe photoshop lightroom 2.0 download
adobe photoshop elements 10 tutorial for beginners
adobe pagemaker 7.0 for mac
adobe indesign cs6 64 bit dll
microsoft office for mac home and student 2011 pacchetto italiano 1 installazione

CMO 2.0 Influencer Conversation with Tom Asacker

tomasackerI truly enjoyed my CMO 2.0 Influencer conversation with Tom Asacker – who I consider a friend and also admire as an original marketing thinker. Tom is the author of multiple books, including Opportunity Screams: Unlocking Hearts and Minds in Today’s Idea Economy, and also blogs at A Clear Eye. Before becoming a successful author and speaker, Tom started his career at GE, where he participated in a management buyout of an electronics firm. After that he became the founder and CEO for a medical devices company.

The first topic we tackled is that of marketing in a world where everyone, including executives, is increasingly overwhelmed with the amount of information that is coming at them. Tom is convinced that most executives need to pause and rethink their purpose and how they will execute that purpose. While the priorities of marketing have not changed all that much  - drive top line growth and grow marketshare -, those are results that come from understanding and feeding the hungers of your audiences and the customer insights, and from better defining one’s brand and how to deliver a differentiated value proposition. Marketing executives cannot optimize their way to success by measuring everything and everyone to death. They need to care deeply about their audience and create unique value that improves their audience’s lives. You cannot expect results from spreading messages all over the place hoping that somehow you will connect with the feelings of your audience – you have to really care.

Marketers also have to rethink their content, and develop it in a way that it will travel in those circles where buying recommendations are being made. That means that we have to understand what value people will derive from using the content we develop with others. After all, most people only do what they value – and that is true for making recommendations and reusing vendor content. Marketers need to switch from their traditional inside-out perspective and start looking at everything they do through the eyes of their audiences.

People need to realize that everything in the marketplace has changed – the amount of products and services is overwhelming, and the amount of information is overwhelming, buyers’ attitudes about how they filter and process information and how they are making their decisions has changed.

Next we switched to one of Tom’s favorite topics – branding. Branding is of course something that exists in the mind of a customer – it’s an expectation of value that gets created through interactions in the marketplace. Those interactions can include advertising, pricing, social exchanges with other users, packaging, financing options or interactions with company employees. As you can see, many of these interactions are happening with touch points that are somewhat controlled by the company. So to say that the consumer owns the brand is a fallacy. Tom wishes we would have a Deming-like figure in the branding space – someone who could influence how everyone in a company feels responsible for the brand.

About engagement, Tom said: “People at successful companies love what they do, they believe in what it is they get up in the morning and go to work to do every day. Secondly they love who they do it for; the’re interested in in their audience and what they’re all about and how to improve their lives and how to make things better. And the third thing, is which I call engagement, is that they like the process of keeping what they do and what they love connected to others: others’ interest and others’ values. They love the idea of injecting energy into their idea and bringing it to life for everyone’s benefit.” How is that for a definition of engagement? Much better than most definitions being bantered around in the agency space if you ask me.

Continuing on the topic of engagement, Tom described the three steps you need to follow to engage people – three steps that are described in more detail in his latest book “Opportunity Screams: Unlocking Hearts and Minds in Today’s Idea Economy.” The first step is you want to engage people’s conscious attention. How do you get someone to stop and think about what’s being presented? You do that by charming them and by providing some cue to value. Once you feed their hungers and you’re reflective of them and their self-identities, you entice them to participate. All they want to do then is believe, and you can help them believe in what you do by conveying purpose through your actions, by stimulating interaction and sharing like you discuss all the time. But you always have to have value and unfortunately most businesses don’t believe in the distinctive value they add to people’s lives.

You cannot have a conversation with Tom without talking about culture and so we talked about this whole notion that culture trumps strategy, and what that means for older companies that may not have ideal cultures to roll out new strategies. In older companies you often have what Tom calls cultural immune systems that end up blocking new ideas and new perspectives. Leaders need to be aware of this and be willing to take off their cultural glasses and expose themselves to new ideas (Note that we will be conducting a research project on culture and strategy in partnership with the Schulich School of Business at York University, email me if interested).

“Business is about people, it’s about culture, it’s about feelings, it’s a way to help people feel prosperity and well being. It’s not about numbers,” said Tom, and I must say that I could not agree more.

We talked about a lot more things than can be captured in this blog post. I hope you will find the time to listen to the podcast.

Other things we discussed include:

  • How Drucker’s moto that business is marketing never materialized
  • The importance of the last transaction on the brand perception
  • How the expectations that we have from brands has soared
  • The role (or lack thereof) of agencies in meaning making
  • How engagement is not the same as sustained attention
  • The resistance of middle management to cultural changes
  • Ways to change corporate cultures that do not involve a near-death experience
  • The importance of finding meaning at work and being able to bring passion to work

As usual you can listen to the full conversation at the CMO 2.0 Site.

0saves
If you enjoyed this post, please consider leaving a comment or subscribing to the RSS feed to have future articles delivered to your feed reader.

You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.



AddThis Social Bookmark Button