Nicholas Bate

The Good, The Bad and The Ugly: in The Marketing Strategy Meeting

The Ugly
Plates of pastries. Venti lattes half-drunk. Laptops over-heating the room. Cables everywhere. Air-con struggling. Deep fatigue. Penny's late; again. No markers for the white-board.
The strategy after 90 minutes: let's re-run the last campaign and hope it takes this time.

The Bad
A 70 minute rambling, bloated, statistically corrupt, charted to oblivion PowerPoint presentation. A state of deep trance achieved rapidly in the audience.
The strategy after 90 minutes: let's get some more data and can someone pop out to Starbucks?.

The Good
Small, lean meeting. 60 minutes. 1 Legal Pad. 30 minutes walk and talk. 20 minutes action and prioritise. 10 minutes assign responsibities and roles.
The strategy after 60 minutes: targetted telephone campaign to our Long Tail.

Think, Immerse and Act

Need to up your thinking? Try How To Think Like... (106 of them here).
What about getting really immersed in a subject? Try 101s here.
Now act via productivity boosters here and here.

You'll feel better for (9 of 30)...

...finally making the decision. You know, the one that has been hanging around? There is no more data. Whether it's to fire the client, start a new business or move house. Today's the day. Make the decision.

You'll sure feel better for doing so.

Celeb Productivity: Paul McCartney

From JFK to Shea Stadium in just 11 minutes (thanks to the amazing NYPD)

How To Think Like: Anybody Involved with the UK 2012 Olympics

1. How much?
2. It's about sport!
3. How much?
4. It's about the youth of our country.
5. Did you ask for discount?
6. It's about London's infrastructure.
7. Jeez: is that dollars or sterling?

Celeb Productivity: Paul Simon

Fifty ways to leave your lover.
(Just get on the bus, Gus etc.)

Back to Basics...

...with top blog Cultural Offering. All you need for a busy Wednesday.

Blast from the Past: We are All in the Coffee Business

First posted 18th July 2007

Some businesses are

Espresso businesses
Lean, mean and to the point. They are rapid to cause effect. They are no-nonsense businesses. They are not necessarily cheap when considered in terms of hit/time, but they are good value and they don’t waste your time.

You may well want to be an espresso business. But you will need to be good. You can’t hide a bad espresso. Is the crema authentic? Has the cup been pre-warmed? Attention to detail is critical. Especially as espresso drinkers know what they want.

Latte businesses
Of course you could be a latté business. Not quite so powerful in one go as an espresso business, but the effect is there and it’s a little gentler on the stomach. It’s good value. And most people trust a latte; they’ve had one before and they will have one again. Unlike an espresso, it’s more difficult to make a bad latte.

Cappuchino businesses
This business certainly looks good: flowers in reception area and expensive furniture. First taste is great. Afterwards though you are sometime unsure as to whether you made the right choice: it all went so quickly. But funnily enough people will want you again, because of that very effect

Mocha businesses
Only trouble is do your customers know what they really want? Will they be loyal? And do you know what you are trying to provide? You’ll probably always be a smaller share of the market. But that’s OK because your margin is surprisingly high if you get it right.

Frappuchino businesses
You are cool, there is no doubt about that. Flexible. An amazing array of flavours. But a little seasonal and sometime slow to deliver. And quality control can go wrong. It’s a high risk business you have decide to run, but when you are on a roll, the margin is delirious.

It’s best to know what business you are in. It’s no longer coffee; black or white, sugar or not (except, that is, in one or two Northern England seaside towns, and don’t we love Scarborough?).

Know your market segment. Love your market segment.

Time for a coffee?

How To Think Like: Your Dentist

1. Open wide.
2. Mmmm.
3. OK-maybe an X-ray.
4. Do you floss?
5. Mmmm.
6. Well-not too bad for your age.
7. Alrighty: six months would be good.

7 Ways to Restore 'The Buzz' or Your Personal Energy

The Preamble
The bounce, the buzz, the creativity, the spark has gone or is diminished. Coffee helped for a while. You tried a short break; the positive effects didn't last long. But what has happened to the 'old you' who bounced out of bed, closed deals through sheer passion and could inspire the team? Answer: you need to invest in you. Here's how.
Restore the Buzz
1. Create a short 'retreat'. Get away from it all and decide, what do you want for the next few years? Get clear: clarity gives buzz.
2. Examine your daily routine. How, when and where do you restore? Restoring energy gives buzz.
3. Do the basics: water, walking, stretching. The basics give buzz.
4. What saps your energy? E-mail? A poor relationship? Itemise them and solve them. One by one. Action restores buzz.
5. Re-connect with good friends. Friendship creates buzz.
6. Consider a course or work-shop to re-focus and re-inspire. Learning creates buzz.
7. Start. Progress creates buzz.