Marketing mistake #1: Failing to Lead

Marketers who wait to be given their marching orders and to have all the facts in hand before putting a foot forward, will never achieve greatness. But many business managers are asking for greatness from their marketing investment. Something revolutionary. Category re-defining. Life-changing. Why should we, as marketers, give them anything less? The following are inspirations drawn from Frank Lloyd Wright’s Unity Temple in Oak Park, as discussed by the leading marketing minds of MENG, in May 2011. Warning: this isn’t the easy road.

Make no small plans (thank you, Daniel Burnham)

Go deep with your network

Everyone must sell their ideas in, and it helps to be connected. If you have an internal champion, fantastic. If you have allies throughout, so much the better. Wright was deeply tied to Unity. His father was minister, his mother on the board, and congregants were customers of his home designs.

Own your ideas with courage and conviction

Collaboration is good. But too much flexibilty dissolves the power of the original inspiration. If the idea is truly innovative, radical and market-changing, there will be no proof or evidence of past success. Force of will is the midwife of the birthed innovation (brilliance is the father and effort, the mother…or you could swith those two around; it’s not technically proven)

Show followers what’s in it for them

No one does it alone, and geatness is diminished by mediocre execution. The job of the leader is to inspire passionate followers, to go where they wouldn’t or couldn’t go on their own…for the opporunity to be a small part of greatness.

Fight the good fight: overcome obstacles

The world resists newness. Delivering innovation is a labor, sometimes long and tiring.

Deliver the goods

Passion alone does not an innovation (or leader) make. You’ve got to work damned hard to be that good.

Obsess about details

Delivering the goods starts right here. Everything Matters (thank you, Northwestern Memorial Hospital)

Steal ideas (and share the credit)

As with followers, brilliant leaders don’t do everything themselves. To get followers to keep following, share the glory. At least a little.

Envision things that surprise and delight…beyond the capacity for markets to anticipate

If you ask for what’s wanted, expect to hear what’s already known and understood. If you stop there, without interpretation, without envisioning more, without risking something…you’re really just filling orders. Beware the research and what the market says it wants.

Be deeply relevant

When the leader delivers innovation that resonates with the soul, it lives enduringly. As does Unity’s chappel, where the compression and release, the light and dark, the interplay of inside and outside commands community, intimacy and interaction among the minister and congregation, allowing all the radical means to coalesce into a justified finale.

Ask forgiveness

With Unity, Wright went over budget 2X. Sometimes greatness takes more than origially proposed. Don’t get me wrong—we promise our clients to come in on time, on budget. Sometimes greatness beckons. Given our contract, we’ll propose a scope change.

 

National Wellness Conference June 8-9

The Eat Well, Live Well, Let’s Move! Conference will bring together nationally-recognized speakers to deconstruct and help rebuild America’s understanding of obesity, nutrition and physical activity. This is an exciting time for intiatives that have been underway for years and are now receiving support from an array of sources, including the White House and First Lady Michelle O’Bama’s Let’s Move, as well as wellness and community organizations and businesses.

Torque has been helping Building a Healthier Chicago, as well as the Chicagoland Chamber of Commerce, to support the conference. One area of our focus has been to communicate with local business to take part. In a related initiative, the Chicagoland Chamber is also supporting ten area companies with workplace wellness initiatives, through their Live Healthy Chicagoland program, another inspiring model for behavior change leading to better health.

The conference promises to be a landmark event. Please consider joining me in attending.

Details
June 8-9, 2011
Northwestern Memorial Hospital Feinberg Pavilion
251 East Huron Street, Chicago, Illinois
www.healthierchicago.org

Event hosts

James Galloway, MD, FACP, FACC, FAHA, Assistant U.S. Surgeon General, Regional Health Administrator, Acting Regional Director, U.S. Department of Health and Human Services – Region V

Bechara Choucair, MD, Commissioner, Chicago Department of Public Health

Jerry Roper, President and CEO, Chicagoland Chamber of Commerce

Keynote on Food Psychology and Physiology

Shahram Heshmat, PhD, Public Health, University of Illinois Springfield, Public Affairs and Administration

Keynote on Reducing Sodium Intake

Larry Appel, MD, MPH, Professor of Medicine at Johns Hopkins School of Medicine and

Let’s Move Plenary- Chefs Move to Schools

Art Smith, World famous chef and founder of Common threads

National Restaurant Association

Keynote on Social Entrepreneurship and Health

John Agwunobi, MD, Senior Vice President and President for the Professional Services Division for Wal-Mart

Conference Hosts

The Eat Well, Live Well, Let’s Move! National Conference is a collaborative effort among Northwestern University, the Centers for Disease Control and Prevention (CDC), the American Heart Association, the Chicagoland Chamber of Commerce, the Midwest Business Group on Health, the American Medical Association, the Chicago Department of Public Health, and the U.S. Department of Health and Human Services – Office of the Regional Health Administrator, Region V.

Brand is as Procurement Does.

Brand experience is shaped in every interaction a customer has with a company, from marketing and sales to product use and support. Therefore, sourcing has a huge impact on the customer experience—and the brand experience.

Toyota left American auto companies behind by forming win-win relationships with suppliers, while Detroit followed old-school practices of beating up vendors on price. No surprise that US car quality suffered.

The same happens in service businesses, such as in our own world of outsourced marketing. It’s crucial that our process carefully incorporates and oversees specialist contractors, to be sure they are delivering the branding and marketing we’ve specified.

Sound interesting, or do you disagree? The Chicagoland Chamber of Commerce Mid Market Forum is hosting a panel discussion to explore contemporary procurement practices from three distinct mid market business perspectives. I expect and encourage some interesting discussion and dissent. I hope you can make it.

Moderator:
Karen Greenbaum, COO of Nixon Peabody

Panelists:
Joseph C. Neapolitan, IT Sourcing Manager – IT Planning & Asset Management, and Steven Kelly, IT Supply Manager, Navistar, Inc.

Eric Chernik, Strategic Programs & Continuous Process Improvements, AAR

Ron Thompson, Senior Vice President of Operations, COO, Shure Incorporated

Essentials:
Tuesday, June 7, 2011
7:00AM – 9:30AM
Nixon Peabody 300 S. Riverside Plaza, 16th Floor
Chicago, Illinois 60606

Visit the Chicagoland Chamber website for more info, and to register.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Retro: Old Is In And Better Than Ever

Retro Chevy Car

Retro styling is back and it’s not just about bell-bottoms. Hand in hand with the retro appeal is the bond of nostalgia that connects the past to the present. From vintage fashion to classic car designs and 50‘s graphic design, this resurgence of retro styled products is not a coincidence. The underpinnings of the retro movement are deeply tied to the American psyche, and brands and marketing strategists are taking note.

We recently came across a suped-up car called the 789 by N2A Motors – one of the inspirations for writing this blog post. It combines the design marvels of a ‘57, ‘58 and ‘59 Chevy – all merged into one. The result is a stunning tribute to retro design and modern functionality. We see cars as the most visible expression of this trend. It’s no surprise why the Volkswagen Beetle and Transporter (commonly known as the “minibus”) are extremely popular – they bring us to a time where peace and love oozed out of windows. Unveiled at the 2011 Geneva Auto Show, the Volkswagen Buli sports the singular look and roomy interior of the old  VW bus. Luckily for contemporary consumers, they’ll enjoy traveling 186.4 miles on one battery charge and an iPad controlled entertainment system. Groovy.

Though the auto industry does the retro thing well, they are certainly not alone. The popular AMC cable network show, Mad Men, takes viewers back to the tumultuous, yet tantalizing 1960s. Garnering an impressive inventory of Golden Globes and Emmys awards, Mad Men capitalizes on our ongoing love affair with all things retro.

As part of a campaign to bring back real sugar, Pepsi is unlocking its old school designs and bringing back special edition Pepsi and Mountain Dew cans. And they’re openly being playful by adding the word “throwback” to aluminum cans. Marketers are being strategic here in tapping into the fun once had by children of the ’50s and ’60s when soda cost the consumer 10 cents a can.

Pepsi isn’t the only company making money on taking us back in time. Ray Ban sunglasses have a new spike in popularity within the past few years. And with a campaign called Rare Prints, the UV-conscious company has created ‘60s inspired sunglasses designs that are sure to be popular along boardwalks across the country this summer.

Our fondness for products and brands from decades like the 1950s, for example, is often associated with feelings of connection, stability and optimism. And what’s interesting is that research is backing our sensibilities for all things retro. In a 2010 study from The Journal of Consumer Research, researchers concluded that possessing nostalgic products satisfied the need to belong. The Association for Psychological Science also reported that nostalgia promotes good mental health, providing a sense of belonging and connection.

Unlike other products, styles and trends, retro styles can meet emotional needs and provide a sense of stability. It’s not just about looking kitsch and cool. Torque, not long ago, prescribed a retro stance and design for Bicycle Playing Cards as an homage to their long history of providing fun and family games. The nostalgic feelings we have when seeing playing cards, for example, is not only rooted in our personal lives, but rooted in these iconic brands that are leaders in brand messaging, advertising and profits.

This wave of retro styling shows no sign of a decline. Retro products look good, function well and make us feel better. Even for people who didn’t grow up during the mid-20th century, the dynamic connection to the American experience and culture creates a powerful lure. They connect us to our own pasts and the best of Americana.

And who knows – maybe tomorrow we’ll come into the office, meet with a client, and then have a couple of cocktails at work just like Don Draper from Mad Men. Oh wait – I think our days are set up that way. Don’t you just love how history finds a way to repeat itself?

AMA Healthier Life Steps™ – The Health of Doctors Matters

The American Medical Association recently published two toolkits: AMA Healthier Life Steps™, for physicians to counsel patients, and Physician’s Health, a guide for physicians to pay attention to their own health, with a tool for them to use in consult with their own primary care physician. Together, the toolkits are intended to encourage a greater physician-patient alliance for health.

The guides address four key health behaviors: healthy eating, physical activity, tobacco use, and excessive use of alcohol. The physician’s section includes action plans, health screening and milestones, as well as progress tracking calendars.

The first toolkit was developed by the Healthy Lifestyles Team at the AMA. The second toolkit: AMA Healthier Life Steps™ – A Physician’s Guide to Personal Health, was developed as a collaborative effort between the Healthy Lifestyles Team and the Office of Physician Health and Healthcare Disparities. Dr. Sonja Boone, M.D., Director of Physician Health and Health Care Disparities, presented them both at a recent stakeholder meeting for Building a Healthier Chicago. Afterwards, I caught up with with her to ask what inspired the projects.

We discussed the importance of wellness, the benefit of doctors modeling good personal health behaviors, and the pressures doctors experience, which can challenge their ability to care for patients. Among the research, Dr. Boone cited two studies that influenced the development of the toolkit:

Studies: Physical Activity by Philip Le Bel and Erica Frank

2007-2008 World Medical Association study on the decline of physician satisfaction, as the business of medicine has overshadowed patient care.

“To acknowledge, physicians are under extraordinary pressure, beginning with med school,” said Dr. Boone. “We’ve come to realize that—even with regard to treating patients—it’s important for physicians to take time for themselves, their families & friends. It’s important to note that the development of this resource is not in response to physicians who have unhealthy behaviors or habits. Rather, the intent is to promote an understanding of the health needs and wellness of  physicians, which can help them to serve as better role models and counsel patients on healthy behaviors,” she added.

As patients, we’re anxious about our own health and don’t always realize that our doctors can become  overwhelmed by the pressure and responsibility of a challenging care environment. Of course the doctor’s health isn’t the patient’s responsibility—but healthy physicians are better able to provide good care.

Dr. Boone: “Let’s look at a few reasons why the health of physicians is so important. If you think of it as a matter of public health, we are facing a shortage of physicians, especially primary care doctors. We need our physicians to be healthy so they can continue treating patients.”

She then added, “Quality of life is a leading question for physicians. They need coping skills to be able to handle the stressors and the uncertainty of the profession. We’re encouraged by studies that physicians live one to two years longer than average. However, we have concerns about the fact that there is also a higher evidence of age-matched depression and suicide among doctors.”

“We also feel strongly that doctors can have an impact on patient wellness through living by example.”

I then asked, so what’s the best approach to developing a guide that encourages self-care, broadens patient care perspectives and provides support for coping with demanding care environments?

“The toolkit is also designed to educate doctors. The USDA guidelines are a good example. Physicians may not keep up to date on the USDA guidelines. But the USDA guide has been revised to be much easier to read. We want physicians to keep that information top-of-mind and easy to locate as a resource, and to be actively aware of the USDA dietary guidelines in treatment of patients.”

Looking ahead, phase two of the AMA Healthier Life Steps Toolkit™ – A Physician’s Guide to Personal Health will focus on mental health and burnout, with action items and solutions. This is in response to a number of trends, and the following are a few that affect physicians.

“The last 20 years have seen a great deal of change in the medical field, driven to a great extent by managed care and now health care reform. These changes have affected people’s interest in going into medicine, and have led to a decline in med school applications.”

With all the changes and challenges in health care, it’s easy to imagine how the social perception and status of a career in medicine might be diminished. For pre-med students as well as practicing doctors, I asked, has the pride of being a physician been affected?

“The perception of prestige in the practice of medicine has arguably been affected. However, for me it has always been an honor to be a physician and to earn and hold the trust of my patients. I think nearly every doctor would share this sentiment,” concluded Dr. Boone.

However change unfolds in the health care system, the health of doctors matters a great deal. The affordable care act has been relegated to providing health care insurance coverage to more people, but the doctor/patient relationship is an important part of actually providing better care. Helping physicians to be healthy themselves makes the physician’s prescription more credible. It also helps shift the care model, from costly treatment to the cost-saving advantages of prevention and wellness.