Tuning-in to Tunnel Vision.

Creative, Marketing, Strategy Comments Off on Tuning-in to Tunnel Vision.

tunnel vision n.

  1. A constricted visual field in which peripheral perception is eliminated.
  2. An extremely narrow point of view; narrow-mindedness.
    – American Heritage Dictionary, Second College Edition

There’s nothing like a bunch of concentric circles to help remind business owners, managers and marketers about the importance of “context.” It’s always out there, evolving, influencing and challenging what we think we know about our organization, our industry or the world. More than depicting tunnel vision, this simple graphic shows why tunnel vision should be avoided.

It shows that serving Customers well requires motivations and effort arising from a core Purpose. This is embraced and embodied by a Product (and/or Service) and an Organization (the Business) that must deliver high performance over time. Because a business must perform well for a long time or what’s the point? Dissatisfaction and objectivity are good for a business, because the context is always changing, if subtly, and the future is mostly unknown. So, it helps to take a good look around – inwardly, outwardly and beyond – constantly. Lastly, this dizzying depiction shows that Innovation is, or can be, integral, drawing insights and momentum from within and outside the business as new bases for delivering, with Purpose, one’s best. Expending resources to preserve and defend a point-of-view, rather than on seeking and seeing with an open mind, can be a costly choice.

In our business and the marketing of others, we avoid tunnel vision in its many common forms… Product, Strategy, Media, Message, Creative/Conceptual, Execution, Interpretation… We challenge and refine our view, which helps our clients evolve and trust theirs.

Marketing: Well-Rounded Perspective

Marketing Comments Off on Marketing: Well-Rounded Perspective

You want a good pizza for your pizza dollar, or $20. Who doesn’t want pizza ROI?

So you look for the right specialist to help you, and find there are many answers.

There are the pizza sauce Leaders, who make pizza sauce for a living. They say good pizza requires an exceptional sauce that balances all the tastes people want, but with its own distinctive edge.

There are the pizza dough Specialists, who will tell you that a pizza is only as good as its dough. Pizza without crust is just a bunch of ingredients on a pan, they say.

There are mozzarella Gurus, pepperoni Ninjas, and strategic flavor Catalysts who insist that best-practice selection in the areas of cheese, meat products and other ingredients is critical to pizza performance.

There are technology and efficiency Innovators, brick oven manufacturers, lighting, furniture and pizza platter makers who want to ensure the ideal pizza experience, wherever and whenever people want to enjoy it.

Yet, with all of this expertise and more in mind and within reach, in marketing, someone still has to “make the pizza.” They know you. They understand your situation and who it is your pizza must satisfy. They’ve made a lot of different pizzas. They bring a point-of-view to the prep table to help you decide what your pizza needs – when, where and why. What it will cost. They know ingredients and how they work together to produce the needed outcome. They put it together, bake it, slice it and serve it. These people are not generalists. They just happen to specialize in the whole pie.

Why you need a website that doesn’t just sit there.

Creative, Marketing, Strategy Comments Off on Why you need a website that doesn’t just sit there.

Marketing is increasingly web-centric and mobile. Your website should give you web presence supporting your outbound messaging and receiving inbound inquiries, continuously, in harmony with your purpose and goals. It must be responsive – viewable equally well on all devices, in any browser. A website must attract the search engine yet speak to the person. It must welcome and engage while quantifying and reporting.

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