The one phrase that drives me nuts!
http://extremedirectmarketing.com/articles/20/1/The-one-phrase-that-drives-me-nuts/Page1.html
Cisco Adler
If so, call me. I integrate dynamic offline messaging and design and a trackable online response system to achieve higher response rates and build better customer relationships in less time.
Here's a little about my background:
An accomplished marketing strategist, designer, and photographer, Cisco has over 15 years of experience in developing and creating unique communications solutions.
Recently, he served as Vice President for Marketing and Communications at Belmont Abbey College, just outside of Charlotte, NC. Cisco was responsible for redesigning, redeveloping and repositioning the College’s identity and served as one of seven advisors on the President’s Executive Cabinet.
He has served as Vice President of Marketing for the legendary fitness company, York Barbell, where he was responsible for all product development and design including: product function, aesthetic attributes, retail packaging, and presentation of new products to business customers.
Cisco also designed and patented private label programs, such as a state-of-the-art fitness equipment merchandising system for Dick’s Sporting Goods.
Cisco is also an award-winning, photographer, ranked one of the top three in a seven-state region. He has been contracted by the AP, The New York Times, The Washington Post, and numerous other publications.
Turbocharge your direct marketing response by contacting Cisco at http://ExtremeDirectMarketing.com or by emailing Cisco@AdlerDirect.com or calling 704-248-7622
Shaq and Cisco during a photo shoot at the player's home. Still one of my favorite photos!
By Cisco Adler
Published on 05/6/2008
So what are these horrid four words that for this phrase I'm ranting about?
Well here they are: "We tried that before…" Ugh!
You're probably thinking, "What's the big deal with that?" Well here's my issue with that phrase. Those four words are almost always followed by "…and it didn't work."
I have heard this so many times in my career that I can almost feel them coming. It's usually right in the middle of a productive meeting and as soon as those words are out on the table - well… it's not pretty.
I want to say,"It didn't work because your execution was poor. You had no plan - no way to test, no way to measure. And, your creative looks like it was designed in 10 minutes!"
Of course, I just take a deep breath and explain how we can make this execution more successful.
So why do we jump to this line of thinking? Why do rational, intelligent people decide that for some reason a proven strategy can't work for them? Well, there are several reasons. One, ego often gets in the way. It's far easier to blame the tool than to blame the craftsmanship. And two, many people don't understand that success only comes from failure. It is persistence, that leads to greatness.
Did you know that James Dyson, inventor of the Dyson vacuum cleaner built 5,127 prototypes of his vacuum cleaner? And of that 5,126 were failures. The key is that he learned from each one and that's how he discovered the ultimate solution.
Now, I'm not sure I could handle the 5,126 failures, but I think this is an important lesson and certainly something to keep in mind when that little voice in the back of your mind starts to say, "We tried that before…"
Talk to someone who will never utter that phrase. Click here to contact Cisco Adler and learn how we can help you create a strategic communications plan that will work.
I've heard this phrase over and over again - the words of the defeatist attitude. Words that are used to strike down innovative thinking and ultimately success. This line starts with four simple little words that are used in organizations around the world to stall action.
Read on to see what they are and to learn how to avoid falling into the trap of using them…
Click here to contact Cisco Adler and learn how we can help you create a strategic communications plan that will work.
Read on to see what they are and to learn how to avoid falling into the trap of using them…
Click here to contact Cisco Adler and learn how we can help you create a strategic communications plan that will work.
So what are these horrid four words that for this phrase I'm ranting about?
Well here they are: "We tried that before…" Ugh!
You're probably thinking, "What's the big deal with that?" Well here's my issue with that phrase. Those four words are almost always followed by "…and it didn't work."
I have heard this so many times in my career that I can almost feel them coming. It's usually right in the middle of a productive meeting and as soon as those words are out on the table - well… it's not pretty.
I want to say,"It didn't work because your execution was poor. You had no plan - no way to test, no way to measure. And, your creative looks like it was designed in 10 minutes!"
Of course, I just take a deep breath and explain how we can make this execution more successful.
So why do we jump to this line of thinking? Why do rational, intelligent people decide that for some reason a proven strategy can't work for them? Well, there are several reasons. One, ego often gets in the way. It's far easier to blame the tool than to blame the craftsmanship. And two, many people don't understand that success only comes from failure. It is persistence, that leads to greatness.
Did you know that James Dyson, inventor of the Dyson vacuum cleaner built 5,127 prototypes of his vacuum cleaner? And of that 5,126 were failures. The key is that he learned from each one and that's how he discovered the ultimate solution.
Now, I'm not sure I could handle the 5,126 failures, but I think this is an important lesson and certainly something to keep in mind when that little voice in the back of your mind starts to say, "We tried that before…"
Talk to someone who will never utter that phrase. Click here to contact Cisco Adler and learn how we can help you create a strategic communications plan that will work.