What kind of marketing is the most effective?

sneezr.ca Have you ever asked yourself that question? I did. In fact, many years ago I spent countless hours trying to figure it out.
The answer turned out to be quite simple: word of mouth marketing. Or as I call it: the art of cultivating recommendations.

Surprised? Probably not. With recommendations, there is no sales pressure and no credibility issues. When your friends, family members or trusted co-workers recommend something or someone to you, they are genuinely trying to help you. That means a lot, which is why you usually remember it for a long time. But here is the catch: recommendations must be earned. How do you do that? Where do you start? How do you give people a reason to talk about your products/services? How do you nudge your story into every day conversations? I launched sneezr.ca to help you answer those questions.

What can Steve Jobs teach us about the future

The year was 1983 and Steve Jobs was aggressively  pursuing then PepsiCo president John Sculley, Carmine Gallo tells us in his book The Presentation Secrets of Steve Jobs. But why don’t I let Carmine narrate the rest of this remarkable story? continue reading

How do you define creativity?

Biomimicry – from the Greek words bios, meaning life, and mimesis, meaning to imitate is an ancient concept recently returning to scientific thought that examines nature, its models, systems, processes and elements – and emulates or takes inspiration from them to solve human problems. The concept crossed my mind again earlier today while I was flipping through the pages of the new issue of the Fast Company magazine (#147 July/August 2010). Somewhere in it, I came across a short paragraph that talked about Apple’s retail strategy: continue reading

What can a monokini teach us about marketing

Monokini. Do you know what a monokini is? Does the name make your mind wander for a moment? You can see  a monokini here. In a recent issue of the Vanity Fair magazine, I came across an interesting promo about one of the oldest and most recognizable brands in the swimwear industry – Jantzen. The company was founded in 1910 in Portland, Oregon, and to honour its centennial anniversary the company has recently launched the Heritage Collection by Jantzen. Click here to see it. continue reading

What can Seinfeld teach us about marketing

What can professional stand-up comedians such as Jerry Seinfeld teach us about marketing? I recently came across an interesting article that discusses this topic. Here is a little taste:

Don’t blame the audience

“When people don’t support our ideas, or when people don’t see our way of doing things, instead of thinking that other people are too stupid to understand your brilliance, you should think, ‘I’m not doing a good enough job of explaining my ideas. I’m not doing a good enough job of convincing people that this idea is the right one.’” continue reading

Why I returned my iPad

“A little more than a week after buying the iPad, I returned it to Apple.”

That is how Peter Bregman begins his short post about his experience with the iPad. Who’s Peter Bregman? He is the CEO of Bregman Partners, Inc., a global management consulting firm, and the author of Point B: A Short Guide To Leading a Big Change. But that is not why I decided to share his short story with you. Here’s why I did it: continue reading

What can Greg Sutton teach us about business

Captivating. Remarkable. That’s what I first thought when I heard the story about the origins of judo and Kano Jigoro, who practically single handedly created it in the late 19th century. Out of many remarkable things about Kano Jigoro, let me point out a couple: continue reading

What can Lima Sky teach us about business

“I’ve got a simplistic way of looking at success in business. I believe all major corporate problems stem from inadequate revenue.” That’s not me talking. That’s Jon Spoelstra talking in his book “Marketing Outrageously.” I highly recommend it not only because in it Jon talks about how to increase revenue through marketing, but also because he backs up his claims with many real life examples. (I wrote about Jon in my book “How Apple Turns Art into Profit.”) Why am I sharing this with you and what’s it got to do with Lima Sky? continue reading

What can a Bosnian hotel teach us about marketing

Bosnia & Herzegovina is a long name for a small European country (in terms of its land size and its total population – approx. 4 million people). Unlike Sweden (see here), Bosnia & Herzegovina is unfortunately not generally perceived as one of the most forward-thinking, sensible countries on the planet. (Send me an email if you disagree.) It’s true, the list of challenges, both real and perceived, its people are trying to overcome is long and you have probably heard about most of them. But don’t take my word for it, just check out the country’s official tourism website FAQ section. continue reading

What can a Swedish hotel teach us about marketing

Sweden is a small country if we consider its total population (approx. 9 million people), yet it has a clear and attractive place that vividly distinguishes it from other countries. For example, I feel that Sweden is one of the most fashionable, green, forward-thinking and generally most sensible countries on the planet. But why do I have such a high opinion of Sweden? I’ve never been to Sweden. I am planning to visit it soon however. So why is that Sweden has such a great reputation? (Send me an email if you disagree.) continue reading