What’s top of mind for the marketing head at one of the world’s top three brands? It’s not what you’d expect. In a company known for its emphasis on data, analytics, and new technology tools – Lorraine Twohill, SVP of Global Marketing at Google, says great marketing still comes back to the basics of creative messaging. Here are a few key takeaways from her recent interview with McKinsey Quarterly*. Creative fundamentals are vital – even … [Continue reading]
Three things to give a prospect who isn’t interested in your message
It happened. I agreed to meet with a sales professional because he dropped the right name when reaching out to me. Nice guy. Very smart. But it was an uphill climb for both of us. Even though I fit his buyer profile, I really had no interest in his product. I was an unqualified lead. We’ve all been there, and I felt bad for the guy. Here are three things I wish he had given … [Continue reading]
Why some whiteboards win, and others wane
In 1982, Harvard Business School professors Renato Tagiuri and John Davis published an article in Family Business Review that changed the way people understand family businesses. It was based on a model they developed at Harvard in the ’70s. Until this point, there had been several attempts at explaining the family business system, but no one had cracked the code. Over 30 years later, this framework is still drawn by entrepreneurs, academics, and consultants all … [Continue reading]
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