Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at

I received this email about Jame Thornton's passing a couple of weeks ago from Anthony Green, which was truly sad news. Thornton was a brilliant genius, a serial entrepreneur and known to many as Mr. Direct Marketing SE Asia.

Google put itself in the role of fundraising and missing person effort curator after Typhoon Yolanda hit the Philippines on Nov. 8. Google's typhoon page is home to a constantly updated map providing information about shelters, relief centers and other places that will be of help to victims. … Google links to organizations such as the Red Cross that are accepting donations to help with the relief effort. … This is far from the first time Google has stepped in to lend a hand following a natural disaster, and just recently the company donated 17,000 Nexus 7s to Hurricane Sandy communities.

On the heels of a WSJ report that Facebook and GM are in talks to rekindle their advertising relationship, after a very public breakup in the days before what can be kindly described as a lackluster IPO, BBC has jumped on the bandwagon to throw stones. In "Facebook ‘likes’ and adverts’ value doubted," BBC’s tech correspondent Rory Cellan-Jones warns companies are wasting large sums of money on Facebook ads that largely attract those with no real interest in their products. The BBC launched an investigation into the issue after a marketing consultant approached them

Federal Way, Wash.-based World Vision Micro puts funding into the hands of those who need it the most while integrating its Web and print marketing efforts.

The In the News story at right is a stunning admission by the president of Toyota—a dozen words that describe his giant corporation being totally out of control:

Some people just got too big-headed and focused too excessively on profit.

Who are “some people"?

Let’s call them a cabal, which the OneLook Dictionary defines as “a clique (often secret) that seeks power, usually through intrigue.”

Since 1999, this cabal has been responsible for a reported:

  • 2,262 instances of unintended acceleration
  • 815 crashes
  • 52 deaths.

“We did realize that it was not good that pedals were not returning to their proper positions,” said Toyota’s quality control chief, Shinichi Sasaki, “but we took some time to consider whether we needed to take market action.”

Parse that. “We did realize ... but we took some time ..."

The message here to all businesspeople—from lone wolves to the CEOs of giant corporations:

For Pete’s sake, if you're CEO of anything, don't hide behind the words “we,” “us” and “our.” Don’t use them in copy. Don’t use them in speeches.

“We,” “us” and “our” are code for, “It wasn’t my decision alone, so I don’t have to take responsibility.”

Or, in the words of the late Freddie Prinze Sr., "Eez not mai yob."

When the Philippines fell to the invading Japanese armies in 1942, Gen. Douglas MacArthur didn't say something half-baked and corporate such as, “We shall return,” or “America shall return”—meaning if the Japanese won the war, it wasn’t his fault.

He electrified the world with three iconic words:

“I shall return.”

Opportunity awaits U.S. marketers willing to explore the world’s underserved markets In times past, intrepid explorers feared falling off the edge of a flat Earth into a nether space full of man-eating dragons and other dangerous unknowns. Today, adventurous marketers rarely fear a fall off the world’s edge or find themselves the main course of a feast, but they do fight their own battles—with the modern dragons of business strategy, campaign development and program execution in unfamiliar locales. Executing programs in the world’s high-potential developing markets represents a direct marketer’s most complex undertaking. Not only must you select the appropriate channel and communication strategy

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