Wunderman

CAREER-CHANGING TAKEAWAYS!
February 22, 2011

In June 2005, I started writing this e-newsletter.

My wife, Peggy, who is the publisher, came up with the idea of having takeaway points―a short collection of bulleted one- and two-liners or short paragraphs at the end of each piece―that summarize why a particular column might be worth reading.

I assume readers are very busy. I have no interest in wasting anybody’s time.

For example, many blogs start off with the writer clearing throat, rolling up sleeves, rubbing hands together, by which time the reader is on Page 2 with nothing to show for the time spent. That is why my private definition of the typical blog is “a cross between a blob and a bog.”

Put another way: It is imperative to remember that on the Internet a writer is one click away from oblivion. If I don’t ruthlessly self-edit, the reader is gone in a twentieth of a second.

Readers of Business Common Sense can scan the lede, and if they have no interest in today’s subject, can be out of here in less than 20 seconds, maybe with a useful takeaway or two, maybe not.

Every now and then a reader would write me and ask if I ever were planning to publish a collection of the takeaways. I said thanks for the suggestion (I personally answer all e-mail correspondence), and put the idea on the back burner.

In 2010, I moved the idea to the front burner and what turned up is:

CAREER-CHANGING TAKEAWAYS!
Quotations, Rules, Aphorisms, Pithy Tips, Quips,

Sage Advice, Secrets, Dictums and Truisms in
99 Categories of Marketing, Business and Life

If you like what follows, you’ll find more information and how to order at www.dennyhatch.com

I persuaded the publisher (my wife, Peggy) to offer readers a fat pre-publication discount.

Enjoy!

Outtakes: What's the Next Big Thing in Marketing?
January 26, 2011

In January's cover story, "The Big Qs of 2011," many predictons were made by our panelists, but their visions were so varied that it was impossible to point readers toward any conclusions, or even toward what Big Q they should start asking. Here are some of the things our experts picked to be game-changers in 2011 and beyond.

Changing Your Business Model?
October 19, 2010

Quasi-socialist France is going broke. The public trough is empty and I'm nervous.

Prior to the strike mayhem (see IN THE NEWS to the right), we bought and paid for airline tickets from Paris to Philadelphia in mid-December. How long will pandemonium prevail? Will we get home on time or, like France, will we go broke being stuck in Paris with the euro on the rise?

For generations, the French have considered it to be their God-given right to retire at age 60. In order to stay afloat, the Sarkozy government has upped the retirement age to 62.

That's not all. When a woman friend in Paris lost her job, she was eligible to receive the equivalent of 57.4 percent of her salary for up to three years, courtesy of the state. She had a job offer, but opted to double-dip—take freelance work while collecting unemployment. Plus, of course, she has universal health care, as do all French.

The only solution is for the government to legislate some major changes in its business model, and the citizenry is up in arms. It's a mini-revolution.

The point is when upheaval is necessary—in business, health, education or government—it is imperative to alert in advance those who are affected and make a powerful and persuasive argument for the change.

In the case France, the message to workers is simple:

France is running out of money. If you don't go along with this change, your pension will be pennies on the euro. What's more, your grandchildren will be forced to work until they are 75 and will hate you forever.

InterACT! Conference Announces Creation of Advisory Board
March 31, 2010

InfoTrends and North American Publishing Company (NAPCO) announced today the formation of an advisory board to provide industry insight for the 2010 InterACT! Conference. The event is scheduled for August 10-11, 2010 at the Crowne Plaza Chicago O'Hare in Rosemont, IL.

The Return of the Green Mail Debate
February 17, 2010

With the economic downturn, the green discussion seems to be somewhat muted. Not "Silent Spring"-like, but certainly palpable and, frankly, disturbing given the severity of global warming and other signs of environmental degradation. Similarly, just when so-called "green mail"—recycled envelopes, soy inks, green seals, environmental messaging, etc.—was building momentum, the economy tanked and seemingly took the green gang with it.

Big Ideas …
December 1, 2009

It's as if marketing experts have been fooling around in the chemistry lab, mixing up potions to try to figure out what strategies will work best. And it seems as though they've discovered the future: integrated, customer-
centric marketing.

15 Minutes Ahead - The Art of the Game
October 1, 2009

What comes to mind when you think about games? Games are immersive. They can be extremely competitive. They can be played together, in teams or alone. Online games range from multiplayer blockbusters like World of Warcraft to the thousands of casual and free games of sites like AddictingGames.com, with its millions of monthly unique visitors.