We want to make the world better, and for us the way we can do that most effectively is through our clients. So it is important that we choose our clients well. These are the ten questions we currently ask ourselves when we consider if a potential client is likely to be the ideal client for us.
Written with a pen from the funeral home where my dad was cremated just two months ago, these are my mom's last words. They are written in her journal.
Some of you may have noticed last week that our website was new, easy, simple, blue.
Choosing NOT to continue under the persistent and powerful effects of "the cobbler's son has no shoes" syndrome, we forced the birth of a new Tronvig Group website.
My Monday night—the night Hurricane Sandy came ashore—was spent in my fourth floor apartment on Manhattan Beach. On one side I watched the ocean waves cover the roofs of the homes on the beach. On the other side, I watched the Sheepshead Bay canal waters rush in over cars and through buildings. As I saw all this I was wishing I had packed an inflatable boat in my "to go" bag.
It's day 4 after Hurricane Sandy hit, and I'm just as anxious as I was waiting for the storm. Fortunately, my home is located in a safe zone. Unfortunately, many of my friends' and loved ones' homes aren't.
Our rise from the abyss has brought us to clarity of vision: "Finding creative ways to help our clients make the world better." We are no longer doing poorly trying to do well. We are instead fulfilling a destiny that has us—to use the Quaker words of Ben Franklin—"Doing well by doing good."
A persona is a kind of mental model—an imaginary person with a name, history and story who has a way of doing things. A persona should have enough psychological detail to allow you to conveniently step over to the persona's view, and see your products and services from her perspective.
As marketers we must never be in a position where we are just throwing shit up on the wall to see what sticks. We should be applying our creativity and artistry in execution of a strategic hypothesis that is based on research and genuine insight.
