Tag Archives: marketing communications

What if We Started With Metrics?

You don’t have to like glam/prog rock to appreciate Brian Eno.  In addition to such classics as “Music for Airports” (which is exactly what it sounds like) and “Baby’s On Fire” (which I hope to God isn’t what it sounds like), Eno created a wonderful tool for getting your head unstuck: Oblique Strategies.

Screen Shot 2015-10-27 at 12.04.11 PM

Screengrab from http://stoney.sb.org/eno/oblique.html

Eno, also a prolific music producer, created a deck of cards with suggestions like the one above to help him out when he encountered dead ends in his work.  He instructed users to draw a card when they felt stuck and follow the directions as they wished to interpret them.  I’ve used them too many times to count to help me solve nagging client problems.

So I created my own Oblique Strategies card:

What if we started with metrics?

As in, what if we started a new marketing project not by asking about business objectives nor by asking about marketing objectives and instead by asking “what can we measure?”

Maybe it’s the 70s synthesizer music talking, but it helped me develop a framework I’d like to run by you all.

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How to Talk Smack to Your Clients

If you want to make French toast, you need to break eggs, right?  And, no, don’t bring that Egg Beaters crap around me.

Similarly, if you want to improve your client’s marketing communication, you need to find out a way to suggest, ever-so-delicately, that their current program has, how shall I say it?  Well, that it needs…um, work…

How do you criticize a client’s program without calling his or her baby ugly?

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