Two stories

A company's fame

Once, I saw a billboard advertised by SAP: The way DuPont succeed. Don't you think this is quite a strange but novel way of advertising? Sometimes you don't have to talk much, just let your customer speak.

This is especially good for small enterprises, because small companies don't have much budget for product promotion. Then who knows you? WELL, WE'RE P&G'S SUPPLY. How does that sound, isn’t it great?

The relation between competitors

In the business world, company relationship seems more and more important. Even for those companies who have fierce competition, they are still depending on the other to some extent. They share the responsibility to make the industry prosperous.

I went to a biennial last week. The topic is about hyper design. I clearly remember, there're four groups of logos: McDonald's and KFC, Microsoft and Apple; Addidas and Nike, Coca-cola and Pepsi. Those large logos are made up of small logos of their competitors. I guess the guy who came out with this idea want to tell us, there are no 100% competitors in the world.

How the Department Store Sells

Any time you step into a department store, you find something in common? Yes, the Floor Plan.

Usually, the first floor is for the cosmetics, Jewelry; the second floor is women's wear; the third floor is men's wear; the fourth floor is sports wear. Although it's not exact the same in every department store, but the order seems to be the same everywhere. You think this is a coincidence?

I don't think so. The floor plan is based on consumer behavior, and definitely is the best for department stores.

First floor: Cosmetics and Jewelry. It's the best way to attract women consumers who are considered as the main target customer by department stores. Once they are in the store, there's the chance to make money.

Second floor: Women's wear. Third floor: Men's wear. Every time men want to buy clothes, they usually have their wives or girlfriends accompany with them. Before step onto the men's floor, you have to step onto the women's floor first. Oh! Another chance to make money!

Top floor: Sports wear. The top floor is the most inconvenient place for shopping. But people who buy these stuff don't care.

Now you see why they have the similar floor plan. Next time, pay attention and see if I'm right.

What Does Tiger Woods Have that You Don't ?

July 23, 2006, from http://marketinggenius.blogspot.com/

If you're not as successful as you'd like to be, I'd argue its focus. In fact, as I was watching Tiger win the British Open today, it occurred to me that his whole game (and whole life for that matter) is a study in focus. The lesson? Greatness is achieved through the ability to concentrate on what’s important, and ignore the siren call of what's not.

Along those lines, I commend one of my clients who recognized that their staff was being pulled in too many directions by Board members, committee whims, vendors – even their own lack of direction – and decided to do something about it. In short, they created what I call a "Proclamation of Focus", which is essentially a letter that outlines what their priorities are for the upcoming year. Here's an excerpt:

We must recognize that our resources, particularly staff resources, are very limited. It is incumbent on the Board to allow the staff to focus (as well as focusing their own time and effort) on those areas most likely to make the biggest difference.

If we can do that, we will succeed. If we are distracted from that focus, we will fail. In this critical time, activities undertaken must be evaluated as they relate to this plan, and above all, as they relate to two key considerations: mission and financial bottom line. If an activity does not relate to mission, it must be one that will have a ignificant impact on the bottom line. If it meets neither criterion, then it is simply not something we can concern itself with at this time.

Isn't that great? It goes on to list the organization's ten goals for the year, followed by the steps needed to achieve them – in bullets no less. As their director said to me recently, "If it's on the document, we'll do it. If it's not, we won't."

I think Tiger would be proud.