If you want dissatisfied customers, lock them in.
Have a good fight
For breakthrough results, harmony isn’t the recipe. Fighting is. Under one condition: the fight has to be constructive.
Make the middle seat wider
Tell customers it’s a middle seat upfront. Then, be generous. Give people a free drink, more air miles, a discount coupon, an extra report, your premium service package. Make the middle seat wider.If people feel good about your middle seat, they may come back. For sure, it’s fair.
Lean in, really
Sheryl Sandberg has a point. In her book ‘Lean In’, Facebook’s current COO asks women, “What would you do if you weren’t afraid?” Sandberg is a public role model. Her book has empowered millions of...
Find your proper shoe size
“What’s the point of the Chief Marketing Officer (CMO)?” I asked Marketing Week readers that question. Why? Well, here is a baffling paradox: Each day, the world’s marketers create billions of cash...
Use the power of travel for change. In organizations, get people to meet customers, switch departments, take on cross-functional work. Do the same yourself—and leave your country now and then. That one new perspective, that one new idea, that one new priority that you acquire can make all the difference.
Make something better
Elvis didn’t invent rock 'n' roll. Steve Jobs didn’t invent the smartphone.* Google didn't invent web search. All three took an idea, twisted it, made it better—and changed the world. People love...
Meet the skeptics
Reach out to three people who disagree. With your project. With your political perspective. With your moral view. Listen and say: “Thank you.” It’s not about making promises. It’s about genuinely learning what it will take to bridge the gaps.
The 12 Powers: Limited Time Bulk Deal
I've got good news. Until December 1st, our publisher, McGraw-Hill and 800-CEO-READ offer a 40% bulk discount for our marketing leadership book The 12 Powers of a...
Who trusts a marketer?
To fix marketing’s perception problem, marketers must overcome the fear of forecast, measure what matters, and make selling a purpose again
The 100-Marketers Challenge
To bring the insights from the world’s largest ever study on marketing leadership to 1,500 marketers at all levels, Thomas and Patrick are giving away two hours of free team learning to 15 marketing teams in 2018 and 2019. Places are limited!
For influence, abandon your desk
Many leaders still spend most of their time in the office, but the most important part of their role – creating organizational change – requires face-to-face contact with those outside their department
If marketing were a brand, you would fire the CMO
Want to lure the world’s best talent into marketing? We need to step up the profession’s standing first
Never forget brand purpose rule #1: “do no harm!”
Marketers want a positive, do-good brand purpose but if they do harm before doing good, all integrity will be lost and brand purpose will go straight out the window
2019 CMO Fellowship: Applications are open
Who are the most talented global marketers--with clear board potential applications are now open for the 2019 Fellowship, a (free) 9-month mentoring, coaching and learning programme, geared to...
New York and London
Nominations are now open for the first US-based Marketing Academy Scholarship–the program that brings together CEO’s, CMO’s, authors, experts, inspirational speakers, founders of charities and sporting legends to contribute to the curriculum on a pro-bono basis, ensuring the Scholarship is a totally unique and immensely powerful learning experience.
Ogilvy’s rebrand reveals an ad industry in confusion
Agencies, like brands, need consistency. Agencies used to have access to the C-suite within brands but that’s no longer the case. It’s time for agency leaders to step up and rebuild agency C-suite relevance again
If data were a drug, brands would be the cartel bosses – not Facebook
Facebook’s current data woes point to a bigger challenge: leaders must stop delegating responsibility and take charge of marketing communication again (from my Marketing Week column).
The #MeToo movement should be a wake-up call for all leaders
The recent #MeToo campaign is a reminder of the important role we all have as leaders: building confidence.
Five common career diseases and how to cure them
Have you ever experienced reduced budgets, a loss of career momentum, or a lack of traction in your company? If so, you could be at risk of a serious career disease
Why this year’s super bowl ads point to marketing’s biggest leadership issue
What a Super Bowl night! In the end, it was a hard-fought victory for the Eagles. Off the field, another battle raged on between Budweiser, Coke, Kia, Pepsi, Squarespace, P&G, and many others: the nation’s top brands fought for customers’ attention. But after the dust settles, many CEOs, CFOs and shareholders will ask: Was it worth it? Can I trust my marketers? This year, again, they’re short of good answers.
Lead your boss and colleagues–not just your team
Success in a customer-facing role is all about mobilizing two groups of people that most leaders overlook: their bosses and their colleagues.
Don’t let technology become a confidence-drainer
The digital future is bright—but it’s complex and it nags on executives’ confidence. The new currency of expertise is having an overview
Customer experience is a marketer’s biggest leadership challenge
Unless executives step up and take the lead, great customer experiences will remain a corporate fantasy.
CMO Leadership Coaching
Occasionally I help C-suite leaders step up, break the silos, and make customer focus happen Here are issues I've helped CMOs and other customer leaders tackle: Becoming a CMO: Building a rapid...
A leader’s biggest asset is their ability to inspire
Many executives are keen to inspire customers. But to actualize great customer experiences, inspiring the organisation may just be as important.
Strategy means nothing without leadership
The best marketing strategy will go nowhere if leaders can’t convince colleagues about the right course of action. Some time ago, a CMO asked me to assess his global team’s capabilities. After two...
Don’t ask for a promotion–ask to solve a problem
Too many executives ask for promotion based on tenure or their employer’s generosity. A better approach is to help solve a real company problem.
To make change happen: “Listen, Decide, Communicate”
How to mobilize colleagues for large-scale change—especially if that change might be seen as unpopular? Use your secret weapon: “Listen, Decide, Communicate” or "LDC".Let’s examine each...
Dealing smart with “Get Me On Of Those” (GMOOT)
Everyone, from the junior IT recruit to the chairman’s spouse, seems to have a view on how customer innovation and marketing should be done. How to respond?
The three gaps marketers must bridge
Customer focus is a honorable thing. But it can be tricky–in part because of the three main gaps that every customer leader* faces.
The power of working inside the “Value Creation Zone”
Every firm needs customer-minded leaders. New research shows: these customer leaders*do better when they serve both customer needs and company needs.
Getting Inside the Revenue Camp
Influential leaders are associated with profitable revenue. Too many executives aren’t. They’re missing out. Time to get into the revenue camp. Profitable growth (the sustainable kind) is high on...