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13 posts from June 2010

The Glance for June 29, 2010: Fred Reichheld on measuring to learn

Loyalty Briefs by Frederick F. Reichheld, 1998

Measures will never achieve their metaphysical potential when they are considered only as “controls” — which is how the subject is taught in most business schools. Their real power lies in their ability to inspire and focus learning. It is only through measures that organizations can learn, only through learning that they can create value in an ever-changing world, and only through creating value that they can survive and prosper.

Why feeds and tweets are shifting the focus of marketing, making marketkeeping more efficient

Stowe Boyd does a powerful job of framing the powerful flow of new media channels in this article, and I recommend reading the insightful comments as well. 

When planning the marketing of an enterprise, we have both defined audiences (a contact database) and undefined audiences (both people who are influenced by our contacts and people who are looking for us). By using both direct and distributed media, including email, direct mail, blogs, Facebook and Twitter, we are setting ourselves up to grow in both the depth and breadth of our market.

/Message: The Business Case For Streams versus Email, 2010-Jun-16, by Stowe Boyd

Email is addressed, stream posts are released.

Email is private, and the distribution of messages is determined by the author at the time of writing. Individuals may decide to block my messages, but they can t opt to see all of them. This means that the effective use of the information in the message is based on the premise that the author knows who should read it.

Streams are public within some defined public , and the distribution of messages is determined by the actions of all the members of that public. Individuals decide who they will follow, and the collective streaming of information is the result of the affiliation of all the members of the public.

In the context of business, this means that email is selective: the author selects who should read the message. Streams are elective: the eventual recipients of messages elect to receive them.


The Glance for June 24, 2010: Seth Godin on common marketing knowledge

In my regular posts I focus on current events, but for The Glance, I'd like to spotlight an eternal truth each day. Seth's Blog hammers home the truth about marketing all day, every day.

Seth's Blog: What Every Good Marketer Knows, 2005-May-9, by Seth Godin

# Conversations among the members of your marketplace happen whether you like it or not. Good marketing encourages the right sort of conversations.

# Products that are remarkable get talked about.

# Marketing is the way your people answer the phone, the typesetting on your bills and your returns policy.

# You can’t fool all the people, not even most of the time. And people, once unfooled, talk about the experience.

The Glance for June 22, 2010: Autry on the calling of management

Love and Profit, 1992, James A. Autry on the other type of manager:

Those who approach management as a calling, a life engagement that, if done properly, combines technical and administrative skills with vision, compassion, honesty, and trust to create an environment in which people can grow personally, can feel fulfilled, can contribute to a common good, and can share in the psychic and financial rewards of a job well done.