No doubt you’ve heard that consumers will tell an average of six people about a bad experience. But do you know how long they’ll keep telling people what happened? Twenty years. Twenty years ago I walked into a Radio Shack to return a new phone. I had the box; I had the receipt. What I [...]

Great screenwriters know the importance of the logline – the one or two sentence pitch for their film. So do great marketers. The corporate version of the logline is known as the mission statement. And when you get the logline or the mission statement wrong, everything else falls apart. Here’s what I mean: It’s Saturday [...]

I’ve never had much luck finding a good plumber. But I’ve certainly tried. The cycle normally goes like this: the new plumber arrives to diagnose a problem. He quotes a price, and promises that his solution is the best one. Then he completes the job, collects payment and goes on his way. A short time [...]