- Clarity of objectives reflects clarity of purpose. If they cannot describe what success looks like it is also likely that they cannot see your place in that success.
"A Goldman spokesman, after being told that @GSElevator had been unmasked, said in a statement, “We are pleased to report that the official ban on talking in elevators will be lifted effective immediately.”"
"I have worked with teams who have ideas for simple stuff like Facebook posts and then expect someone else to write the post. Maybe 10 years ago, but not now. No one is doing it for you."
"Clients, under short-term business pressure, are behaving rationally — and that’s most likely the root of the problem."
"The fundamental truth of most products is they’re not research-driven. This is why CPG is always near the top of the largest ad spenders."
"An exciting new concept in user generated content. Each issue of B&T will hand over ten pages to the best creative, strategic minds in the country.”" from Mumbrella post.
Err - then what have all the opinion pieces,and re-printed PR releases been, that have been in every issue ever?
"What I’m most keen on is that we’re the most relevant institution,” he says, “and it’s not about size."
"McKinsey says the 3,200 clients it has served over the past five years include 90 of the top 100 companies worldwide."
"How many supporting arguments are enough? Basically, you want to get to the point where the unaddressed “Why?” questions from your imagined skeptics are outside the scope of your topic. (“Why should I write?” Because it’s good for your work. “Why is it good for my work?” Because it helps you work more purposefully. “Why should I work more purposefully?” …Maybe talk to your boss or your therapist about that last one.)"
"Immaturity is really, really loud. Maturity doesn’t have to be loud, because it knows how to be right and quiet at the same time."
"Most brand’s Facebook strategy is failing. They’re just looking for someone to blame. It seems to me like Facebook is throttling the News Feed in a bid to keep their consumers engaged and sheltered from brands doing very boring or traditional things."
"In the last Forbes Biggest Public Company list, WPP came in 355th. Wal-Mart earns more revenue in a fortnight than WPP does in a year. It is realistic to imagine genuine breakthrough in future trading platforms to be driven from the client side by the largest marketers – big retailers or FMCG companies for example – or even media companies."
"Do not get me wrong – size will be important but for different reasons – an ability to invest in tools and systems for example. However, media agency groups usually don’t have the scope to make significant investments due to the relentless pressure to deliver smooth profit growth year on year."
"Wil, I’ll tell you when the industry is getting hot with content from competitors named and unnamed (big thanks to David Weiser, Tom McElroy, and Shawn Edwards). I’ll watch your back. I’ll catch people who are creating great content well before they start to outrank you and hurt your business. Moz is all about great content, so we can even point you to Moz blog posts that can help you fight back."
"Wil, your competitor was followed by an influencer with high social authority. I saw it with Followerwonk. That’s ten in the last three months! Eventually, with this growing community of influencers sharing their content, they will outrank you, get more press, more branded search, and beat you in rankings."
"Influencers are tweeting their content seven times more than yours." (Shout out to Matt Peters for helping me realize this was possible.)
"The new Thai joint that opened 5 months ago is still getting rave reviews and at a faster pace than you are. Eventually this will lead to (unless they are fake, of course) them getting: more customers higher rankings = MONEY!"
"Wil, I’ll tell you when videos are going to show up, and if my named competitors are producing that video on critical keywords."
"I got your back, Wil. I’ll monitor the velocity in your competitors’ Linkedin, YouTube, local reviews, Slideshare, blogs, and more. I’ll keep an eye out anywhere they are producing great content, and if that velocity of content marketing is greater than yours, I’ll point you to our content, slideshare, video, or whatever I can that can help you keep from getting beat.""
"I spoke to one client who said that agency business models often get in the way of them doing what he needs from them."