Stop in the Name of Love (How to Start Stopping Strategically)

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There is a saying called Parkinson’s Law: “Work expands to consume the available resources.” Which is to say all of your team will always be busy and all of your budget spent. The question is how do you ever do something new? Starting anything means stopping something, and that is often a lot harder than …

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You Can’t Read the Label While You’re Sitting in the Jar: Turning Outward as a Strategy

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Eighty percent of executives say creating an “outside in” culture is a high priority for the future. Outside is where the good stuff happens. Buyers buy. Inventors invent. Competitors compete. An outward-focused organization has its eyes on the action and sees what’s happening now and what’s coming down the pipe. Equally important, it sees itself …

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I`ve Got My Mind Set on You: The Magical Power of Member Focus

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A marketing leader once told me: “More is more.” As in, more prospects, more offers, more communications. More stuff. Maybe true, if resources are unlimited. But resources are always limited. So when can less be more? When you focus. There are two big ways to focus and two “vision tests” to ask how focused you …

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An Offer They Can’t Refuse?

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Ask association members why they don’t renew and two in three will say lack of value for the price. Half of them also say lack of engagement or “I forgot”, which are just another way of voting on your value with their feet.   How can you make membership an offer they can’t refuse?   …

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