by Shari Allison | May 7, 2013 | Brand strategy, Brand targeting & positioning
The essential truth is that spam is always in the eye of the recipient. If you think it’s spam, it’s spam (if you’re the recipient. If you’re the sender, your opinion is worthless.) I don’t care what the privacy policy fine print says, if someone thinks it’s spam, it is. The best definition of permission marketing used to be messages that were anticipated, personal and relevant. If this is going to be an asset of your organization (and it should be), let’s take it to the next, easily measured level: would people miss it if it didn’t arrive? Once you have people looking forward to what you have to say, no more worries about spam. You’ve built an asset worth owning....
by Shari Allison | May 7, 2013 | Communication development/evaluation
Every scrutinized historical event fails to hold up to serious inspection. There’s missing evidence. How did he get from point A to point B? Where’s the document or the eyewitness or the proof? Your future opportunities are like this as well. Even at the hottest part of the 1998 Internet run up, skeptics wanted more proof that the internet wasn’t merely a waste of time. They wanted all the dots connected, and were happy to keep collecting dots until they were. For a train to get from one city to another, it makes countless tiny leaps, crossing microscopic chasms that would easily show up if you looked closely enough. That doesn’t keep you from getting there, though. I don’t think the right question is, “is the path perfect?” It’s probably, “Is this somewhere I’d like to go?” It’s significantly easier to cross a gap when you have direction and...
by Shari Allison | May 7, 2013 | Innovation
Sir Ken Robinson outlines 3 principles crucial for the human mind to flourish — and how current education culture works against them. In a funny, stirring talk he tells us how to get out of the educational “death valley” we now face, and how to nurture our youngest generations with a climate of...
