This link has been bookmarked by 66 people . It was first bookmarked on 27 Jul 2006, by someone privately.
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RP: “I picked up INC. magazine the other day while traveling. And I stumbled on an interview with Leslie Blodgett, the CEO of Bare Escentuals. I got so excited, I wanted to call her on the spot. She understands the passion conversation (Lesson #1). It’s not about product, the makeup. Women just want feel pretty.
She also understand that movements live both offline and online (Lesson #8). When her products were first being sold they were different and often women had questions. She didn’t have time to answer everyone online and she began to notice that other women were answering for her. She embraced them and started to hold training events and sharing knowledge (Lesson #5) at her salons. That led to cruises or “giant slumber parties” as she calls them. Her success validated some very important lessons we have learned.
She also cherishes her love letters. And says, ‘I read these letters before I go to sleep at night. They remind me of what we do. It's powerful. I don't want to be a business. I want to be a community.’"
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"That’s why large numbers don’t impress us. We’d rather go for engagement and participation. Jay Gillespie of VP of Brand Marketing at Fiskars says it well, ‘For me it’s not about the numbers, it’s about growing even deeper relationships.’”
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The single biggest reason companies fail is they overinvest in what is, as opposed to what might be.” -- Gary Hamel
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Long-time Brand Autopsy readers know I’m a believer and practitioner of word of mouth marketing — written lots of about it and have worked in it with the Word of Mouth Marketing Association. [Disclosure: I’m still doing some work consulting/presentation work with WOMMA.]
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For those deep into word of mouth, you should know Keller Fay. Since 2006, they have been tracking marketing-related conversations Americans are having both offline (person-to-person and face-to-face) as well as online (email, social media, and texting). I’ve quoted many of their research findings on this blog and in countless presentations.
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“Jargon is not just about using big word to make small points. Sometimes it’s about using big words to make no point at all. For example, business idiots have figured about that when they don’t have a real strategy, they can just string together a bunch of nonsense and make one up.”
“One of the reasons business people use fifty-cent words to make a five-cent point is that they think using plain language makes them look less intelligent. That’s why we say things like ‘Initiate a project action plan’ rather than ‘Let’s get started.’ We fear that straightforward language might make us look dumb.”
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