This Month's Article

 

"Marketing" - The Fundamental Error

The goal of Marketing is: Create a demand!

Therefore, if you are promoting your company's products or services and sales are not steadily increasing at the rate you expect, then you are not "marketing" but are doing something else. Wasting money.

This is a cold, hard look and does not permit justification. Almost certainly the reason for any failure in marketing or a lack of results is a failure to have taken the first, most vital action, which is ...

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Q: Your aim?
A: To be liked by employees.
Response: Cut your throat! (It's faster.)

In today's "politically correct" environment (another way of promoting: "Live a mediocre life and don't make waves.") an executive may feel uncomfortable being demanding and no-nonsense.

This feeling is a result of more than 30 years of social psychologists pushing into the workplace the idea that an executive should be "nice, and pleasant." Nothing could be further from the truth.

"Nice" is a word used when describing a deordorized room or a not-too-shabby sofa. Successful executives are not "nice." They are ...

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