4 Lessons from TOUGH LOVE

I don’t particularly enjoy business books. The format is predictable, most are 80% too long with no salient points beyond the first 2 chapters and too often, they are self righteous works from pundits with scant real world examples to back up their platitudes.

TOUGH LOVE, a new business ebook presented as an innovative Hollywood screenplay defies the issues above in both format and content and manages to entertain in the meantime. You may know the author, John Moore, as the WOM Enthusiast at WOMMA, the Chief Marketingologist at Brand Autopsy, or the author of 2006’s Tribal Knowledge. While Tribal Knowledge shared “Business Wisdom Brewed from the Grounds of Starbucks Corporate Culture”, TOUGH LOVE approaches the same company (thinly-veiled as Galaxy Coffee) at a very different time in its business – the present. Galaxy has hit a rough patch after wandering away from its core beliefs while chasing the “growth” dragon. While the story is woven as a screenplay, the lessons – John’s thoughts on the brand challenges from the perspective of a former insider – are shared through the interactive “Marketer’s Notes” throughout the .pdf. Here are my favorite 4 TOUGH LOVE takeaways:

Anuncios

rsz_tough_love

I don’t particularly enjoy business books.  The format is predictable, most  are 80% too long with no salient points beyond the first 2 chapters and too often, they are self righteous works from pundits with scant real world examples to back up their platitudes.

TOUGH LOVE, a new business ebook presented as an innovative Hollywood screenplay defies the issues above in both format and content and manages to entertain in the meantime.  You may know the author, John Moore, as the WOM Enthusiast at WOMMA, the Chief Marketingologist at Brand Autopsy, or the author of 2006’s Tribal Knowledge.  While Tribal Knowledge shared “Business Wisdom Brewed from the Grounds of Starbucks Corporate Culture, TOUGH LOVE approaches the same company (thinly-veiled as Galaxy Coffee) at a very different time in its business – the present.   Galaxy has hit a rough patch after wandering away from its core beliefs while chasing the “growth” dragon.  While the story is woven as a screenplay, the lessons – John’s thoughts on the brand challenges from the perspective of a former insider – are shared through the interactive “Marketer’s Notes” throughout the .pdf.  Here are my favorite 4 TOUGH LOVE takeaways: Leer más “4 Lessons from TOUGH LOVE”

Any given afternoon: un relato sobre la ginebra Seagram’s

Branded Content por David Garcia

image.axd

Ocurrió el pasado sábado. El sopor hizo que la necesidad de salir de entre los muros de casa se convirtiera en irrenunciable. Eran las cinco menos cuarto de la tarde y no hacía ni frío ni calor, sino todo lo contrario. La sobremesa prometía muy poco y un servidor prometía aún menos pero, ¿no es en estas ocasiones cuando ocurren las circunstancias más curiosas e inesperadas? En este particular, qué quieren que les diga, lo fue. Fue una situación con mucha ‘Originality’.

Iba paseando por algunas angostas calles del Madrid de los Austrias cuando decidí entrar a refrescarme en uno de esos locales que han aflorado a cientos por todas partes. Sí, esos horribles cocktail bars con aburrida decoración minimalista e impersonal y gélida música lounge que parchean con la misma facilidad una sobria ciudad castellana que una bulliciosa población turística de la costa levantina.


Branded Content por David Garcia

image.axd

Ocurrió el pasado sábado. El sopor hizo que la necesidad de salir de entre los muros de casa se convirtiera en irrenunciable. Eran las cinco menos cuarto de la tarde y no hacía ni frío ni calor, sino todo lo contrario. La sobremesa prometía muy poco y un servidor prometía aún menos pero, ¿no es en estas ocasiones cuando ocurren las circunstancias más curiosas e inesperadas? En este particular, qué quieren que les diga, lo fue. Fue una situación con mucha ‘Originality’.

Iba paseando por algunas angostas calles del Madrid de los Austrias cuando decidí entrar a refrescarme en uno de esos locales que han aflorado a cientos por todas partes. Sí, esos horribles cocktail bars con aburrida decoración minimalista e impersonal y gélida música lounge que parchean con la misma facilidad una sobria ciudad castellana que una bulliciosa población turística de la costa levantina. Leer más “Any given afternoon: un relato sobre la ginebra Seagram’s”

La industría del porno se alza contra la piratería

by Marcus Hurst

“Trabajamos duro para entreteneros y excitaros. Por favor muéstranos tu apoyo comprando nuestros productos”. Las estrellas del porno estadounidenses piden compasión y ayuda en estos momentos de ‘dificultad’ en una serie de spots. El “servicio que aportan a la sociedad” no se está viendo recompensado de manera justa. Las ventas de DVD han bajado un tercio en el último año. Los consumidores de estos productos migran a páginas gratuitas que copian el modelo YouTube. Las descargas y contrabando de vídeos pirateados que, según dicen, “infectan los ordenadores con spyware y malware”, están a la orden del día.

En una entrevista con Wired, Joanne Cachapero, representante de la Asociación de Entretenimiento para Adultos de EEUU, hace un llamamiento para que se tengan en cuenta las familias que viven de esta industria. “Lo que queremos comunicar con estos vídeos es que la piratería no sólo hace daño a grandes empresarios como Larry Flynt. También afecta a la gente que trabaja en producción, a los actores y los maquilladores”.


by Marcus Hurst

“Trabajamos duro para entreteneros y excitaros. Por favor muéstranos tu apoyo comprando nuestros productos”. Las estrellas del porno estadounidenses piden compasión y ayuda en estos momentos de ‘dificultad’ en una serie de spots. El “servicio que aportan a la sociedad” no se está viendo recompensado de manera justa. Las ventas de DVD han bajado un tercio en el último año. Los consumidores de estos productos migran a páginas gratuitas que copian el modelo YouTube. Las descargas y contrabando de vídeos pirateados que, según dicen, “infectan los ordenadores con spyware y malware”, están a la orden del día. Leer más “La industría del porno se alza contra la piratería”

How to Crowdfund your Startup

Before discussing the pros and cons of Crowdfunding I should explain a little about how the process actually works. The most important thing to considering when Crowdfunding your venture is that this isn’t like taking investment. The process can take many forms, and just like taking investment, won’t be right for everyone. That said, here’s the most common model being used by everyone from startups and non-profits to artists, musicians and filmmakers…

An individual or organisation states that they need X amount of money to fund their venture. This venture can be anything, from a cupcake shop to an independent feature film; and the amount of money can be a small part or all of the total cost of the venture. The individual or organisation then uses their existing networks to leverage the crowd, that’s you, to donate money to their venture in return for a reward.


In November 2009, my business partner and I successfully Crowdfunded a business designed to provide independent filmmakers with an alternative method of film distribution, OpenIndie. The result of our month-long campaign was over $12,400 to bootstrap our company, a good amount of press interest and a built-in audience and user base for our site.

What is Crowdfunding?

Before discussing the pros and cons of Crowdfunding I should explain a little about how the process actually works. The most important thing to considering when Crowdfunding your venture is that this isn’t like taking investment. The process can take many forms, and just like taking investment, won’t be right for everyone. That said, here’s the most common model being used by everyone from startups and non-profits to artists, musicians and filmmakers…

An individual or organisation states that they need X amount of money to fund their venture. This venture can be anything, from a cupcake shop to an independent feature film; and the amount of money can be a small part or all of the total cost of the venture. The individual or organisation then uses their existing networks to leverage the crowd, that’s you, to donate money to their venture in return for a reward.

Often this reward is directly related to the venture being funding, so it could be a batch of cupcakes or a credit at the end of someone’s film; but equally it could simply be a very small thank you for your contribution. I recently came across someone who successfully crowdfunded enough money to pay for the hull of her ship that she needed to circumnavigate the globe.

In return for a small contribution she promised a postcard from a random location on her travels delivered to your door. As you can see, this isn’t investment in the traditional sense, in fact rule number one of Crowdfunding is that you don’t offer a percentage of your venture as a reward. Rather this process is something akin to patronage by a different name. However, there is an important difference between Crowdfunding and patronage that I will explain using the example of my own experience.

Pre-Selling your Product to Fund your Business Leer más “How to Crowdfund your Startup”

All Men are Liars

Sam de Brito has spent more than a decade writing for TV, film and newspapers. In his books, No Tattoos Before You’re Thirty and No Sex With Your Ex, he offers advice to his unborn children. In his offerings The Lost Boys and Building a Better Bloke, he takes the pulse of Aussie manhood. Now it’s your turn as he expounds on the business of being a bloke.


Hot

April 22, 2010One of the great developments in the way we perceive the opposite sex has been the evolution of the term “hot”.

Not as narrowly defined as “beautiful” or “handsome”, nor as lukewarm as “cute”, “hot” can be applied to men and women who don’t grace the covers of magazines or look like they live on egg white omelettes.

The hot can have tattoos and a pot belly, a muffin top or a broken nose but they all share a certain boiling point of sexiness that ignites the description in the beholder’s mind.

Haaawt. You know it when you see it and it’s different for all of us.

Big gums, frizzy hair, crooked teeth, scars, bald patches and hairy arms – these are all attributes that you’d shy away from terming conventionally beautiful but plenty of people find them hot on the right person …

While the modelling industry is criticised endlessly for the slender spectrum of body shapes it hails as attractive in women, as well as men, in the past 10 years or so we’ve seen an increasingly diverse range of faces being described as hot.

Some time ago I attended the David Jones season launch and one of the guys I was seated next to commented about the alien-like models on the catwalk, quipping that “ugly is the new beautiful”… Leer más “All Men are Liars”

Un helado dorado


Magmun ha lanzado al mercado un helado dorado y para celebrarlo ha contado con la ayuda del actor Benicio del Toro. La estrella de Hollywood no sólo protagoniza el spot del nuevo helado que Frigo estrenará próximamente, sino que participará en un corto producido por la marca cuyo casting está abierto al público en www.magnumgoldexperience.es.


Los interesados en compartir plano con Del Toro deberán explicar en este site las razones por las cuales desean rodar junto al actor y, en caso de ser preseleccionados, también grabarán un vídeo con una improvisación.
Al frente del casting está José Miguel Gómez, un conocido representante de actores, quien además de liderar el jurado que elegirá al ganador, compartirá consejos en Twitter y Facebook con los participantes para que mejoren sus candidaturas. Leer más “Un helado dorado”